CUSTOMER-RELATIONSHIP-MANAGEMENT客户关系管理大学毕业论文外文文献翻译

毕业设计（论文）外文文献翻译文献、资料中文题目：客户关系管理文献、资料英文题目：CUSTOMERRELATIONSHIPMANAGEMENT文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期：2017.02.14CUSTOMERRELATIONSHIPMANAGEMENTAs.univ.drd.MihaelaCorneliaPrejmereanLect.univ.dr.AlinaMihaelaDimaAcademyofEconomicStudies,BucharestAbstract:After17yearsofeconomicalandmarketdevelopment,Romaniancompaniesfaceanewchallenge:thetoughcompetitionfromtheEuropeanUnionandthebattleforthecustomers.TheRomanianenterpriseswillhavetolearnnotonlyhowtoattractcustomers,butalsohowtokeepthem.Marketingprogramsincludenowaspectsregardingcustomerorientation,relationshipmanagement,loyaltyandquality.Inthispaper,wewillfollowthemainaspects,characteristics,dimensionsandprocessesofCustomerRelationshipManagement,andwewillanalyzethechallengesthatthelocalcompanieswillhavetoface.ExamplesfromthefinancialservicesectorwillroundtheactualsituationoftheimplementationoftheCRMrulesandprinciplesinRomania.Keywords:marketinginformationsystem;customerrelationshipmanagement;businessasset,customeracquisition;customerretention.1.IntroductionInthelastdecade,themajorityofthecompanieswerepreoccupiedwithproduction,recession,mergers,newtechnologiesandbusinessregulation.Romania’saccessionintheEuropeanUnionwillbringmanyadvantagesforfurtherdevelopment,togetherwithmembershipinaCommonMarketwithcommonpoliciesonproductregulation,andfreedomofmovementforallthefourfactorsofproduction(goods,services,capitalandlabor).ThismeansthatRomaniancompanieswillcompetewithothercompaniesfromtheEUdirectlyintheirhomemarket.Europeancompaniesaremoreflexibleandmobileandwillputahighpressureonthelocalcompaniesinordertoproducebetterproducts,launchbetteroffersandservicesandorientatemoretowardstheircustomers.Highrevenueequalsimportantcustomerisaclassicrulewhenthecompanyorganisesitscustomerpolicy.“Animportantcustomerbringsagrossamountofmoneyforourenterprise”hasbecomeareflexformanycompaniesabroadandperhapsinRomania,too.Butisthisalwaystrue,ordoweneedmoreinformationthanasimplefigurereportedattheendoftheyear?2.MarketinginformationsystemAwinningcompanyismoreproductiveinacquiringandretainingcustomers,toexpanditsclientele(Kotler,2003).Thiscompanyimprovesthevalueofthecustomersbyreducingtherateofdefection,increasingthelongevityofcustomerManagement&marketingrelationship,makinglow-profitcustomersmoreprofitableorterminatingthemetc.Gatheringinformationontheactualorpotentialmarketplacenotonlyallowstheorganisationtomonitortrendsandissuesconcerningitscurrentcustomers,butalsohelpsitidentifyandprofilepotentialcustomersandnewmarkets,tokeeptrackofitscompetition,theirstrategies,tacticsandfutureplans(BrassingtonandPettitt,2003).Inordertocollectandorganizeahighquantityofdiverseinformation,theenterprisesstartedtobuildmarketinginformationsystems.Thereare,mainly,asetofproceduresandmethodsbywhichpertinent,timelyandaccurateinformationiscontinuallygathered,sorted,analysed,evaluated,storedanddistributedfortheuseofmarketingdecisionmakers(ZikmundandD´Amico,1993).Themarketinginformationsystemincludesdatafromexternalandinternalsources(salesrecords,customerrecords,marketingcommunications,andsalesforceinformation).Thefocusonthecustomerandtheintegrationofthemarketingfunctionhelpsthecompanytocreatecustomerdatabaseswithcomprehensiveinformationaboutindividualcustomersorprospects.Understandingbehaviourofconsumersisakeytothesuccessofbusinessorganizations.Marketingpersonnelareconstantlyanalyzingthepatternsofbuyingbehaviourandpurchasedecisionstopredictthefuturetrends.Consumerbehaviourcanbeexplainedastheanalysisofhow,when,whatandwhypeoplebuy.Consumerbehaviorcanbeunderstoodas:Thedecisionprocessandphysicalactivityindividualsengageinwhenevaluating,acquiring,using,ordisposingofgoodsandservices.(LoudonandDellaBitta,1980).Nowadays,thisphenomenon,canalsobeillustratedinthefollowingway:activitiespeopleundertakewhenobtaining,consuming,anddisposingofproductsandservices(Blakwell,MinardandEngel,2001).AstudybyVossandParasuraman(2003)suggeststhatthepurchasepreferenceisprimarilydeterminedbypricethanqualityduringpre-purchaseevaluation.Givenexplicitqualityinformation,pricehadnoeffectonpre-purchaseorpostconsumptionqualityperceptions.Instead,postconsumptionqualityevaluationshadafavorableimpactonpriceevaluations.AnotherstudybyChernev(1997)analyzedtheeffectofcommonfeaturesonbrandchoiceandthemoderatingroleofattributeimportance.Itisarguedthatwhenbrandattributesdifferinimportance,withthebestvalueonthemostimportantattribute,thusfurtherpolarizingbrands’choiceshares.Incontrast,whenattributesaresimilarintheirimportance,commonfeaturesarelikelytohaveanoppositeeffect,equalizingbrandsshare.RussoandFrance(1994),studiedthenatureofthechoiceprocessforcommonlypurchasednon-durablesbytrackingeyefixationsinalaboratorysimulationofsupermarketshelves.Thefindingsarefullycompatiblewiththegeneralviewthatthechoiceprocessisconstructedtoadapttotheimmediatepurchaseenvironment.Whiledescribingaboutshoppingorientation,Sinha(2003)reportsthatShoppersseekemotionalvaluemorethanthefunctionalvalueofshopping.Theirorientationisbasedmoreontheentertainmentvaluethanonthefunctio