In today's telecommunications services industry, rapidly changing technologies and a decline in growth are creating intense competition where the customers' quest for value is of paramount importance. Offering telecom service providers a survival strategy based on customer-centered marketing, this forward-looking resource helps strategic planners and managers assess their company's market potential and target desirable segments successfully. Professionals gain practical insight in evaluating their present customer base and learn the best ways to adjust their marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps professionals become attuned to customer demand and present a service portfolio with a high potential for success.
Author(s): Karen G. Strouse
Year: 2004
Language: English
Pages: 224
Customer-Centered Telecommunications Services Marketing......Page 1
Contents......Page 7
Customer-Centered Telecommunications Services Marketing xiii......Page 13
1.1 The Need for Customer-Driven Telecommunications Marketing 1......Page 15
1.2 The State of the Telecommunications Marketplace 3......Page 17
1.3 The Customer and the Distribution Channel 6......Page 20
1.4 The Customer and the Decision-Maker 8......Page 22
1.5 Customers and the Regulatory Environment 11......Page 25
1.6 Customers and Technology 12......Page 26
2.1 Market Structure 15......Page 29
2.2 Marketing Telecommunications Services as a Commodity 20......Page 34
2.3 Differentiating Telecommunications Services 22......Page 36
2.4 Emerging Marketing Opportunities and Strategies of Industry Leaders 24......Page 38
3.1 The Marketing Planning Process 27......Page 41
3.2 Directing the Marketing Plan to the Customer 29......Page 43
3.3 Differentiation Strategies 32......Page 46
4.1 Data Mining and Customer Profiling 39......Page 53
4.2 Primary and Secondary Market Research 43......Page 57
4.3 Yield Management 47......Page 61
5.1 Capital-Intensive Industry Demand 51......Page 65
5.2 Technology Industry Demand 55......Page 69
5.3 Price Elasticity and the Demand Curve 56......Page 70
5.4 Forecasting Demand 58......Page 72
6.1 Developing Competitive Intelligence 63......Page 77
6.2 Finding Strategic Competitors Before the Customer Does 68......Page 82
6.3 Perceptual Mapping 71......Page 85
6.4 Competitive Parity 74......Page 88
7.1 Traditional Distribution Channels 77......Page 91
7.2 Evolving Routes to Market 78......Page 92
7.3 Cross-Channel Strategies 81......Page 95
7.4 Partner Relationship Management Systems 83......Page 97
7.5 E-Business Channel Management 84......Page 98
7.6 Strategic Alliances 86......Page 100
7.7 Scoping the Channel as a Customer-Centered Strategy 87......Page 101
8.1 The Importance of Stakeholders 91......Page 105
8.2 Customers as Stakeholders Throughout Changing Regulations 96......Page 110
8.3 Issues Management 97......Page 111
8.4 Crisis Management 100......Page 114
9.1 Markets and Submarkets 105......Page 119
9.2 Statistical Segmentation Using Cluster Analysis 110......Page 124
9.3 Market Coverage Strategies 111......Page 125
9.4 Customer Lifetime Value Management 113......Page 127
9.5 Making the Most of Undesirable Markets 116......Page 130
10.1 Avoiding Commodity Pricing 117......Page 131
10.2 Pricing Strategies 119......Page 133
10.3 Promotional Pricing 122......Page 136
10.4 Bundling 123......Page 137
10.5 Price Discrimination 125......Page 139
10.6 Pricing for Competitive Parity 127......Page 141
11.1 Predicting and Limiting Churn 131......Page 145
11.2 Strategies for Maintaining Loyalty 134......Page 148
11.3 Limiting the Costs of Churn 137......Page 151
11.4 Benefiting from Churn 140......Page 154
12.1 Customer Relationship Management Systems 143......Page 157
12.2 Using Billing Systems to Enhance Customer Relationships 147......Page 161
12.3 Customer Self-Service 150......Page 164
12.4 One-to-One Marketing 153......Page 167
13.1 The Importance of the Brand 157......Page 171
13.2 Brand Equity 160......Page 174
13.3 Product Positioning 162......Page 176
13.4 Branding Commodities 164......Page 178
13.5 Protecting the Brand 166......Page 180
14.1 Distributed Innovation 171......Page 185
14.2 Marketing Disruptive Technologies 173......Page 187
14.3 Maintaining an Innovative Organization 177......Page 191
14.4 Case Study: NTT DoCoMo’s i-Mode 180......Page 194
15.1 The Uniqueness of Technology Services Marketing 183......Page 197
15.2 Revisiting the Diffusion of Innovation Curve 188......Page 202
15.3 Technology Marketing Tools 191......Page 205
Acronyms 195......Page 209
About the Author 197......Page 211
Index 199......Page 213
