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Ch 2: Marketing in Customer Experience Management

About This Chapter

Employees can improve their marketing skills when it comes to customer experience management with this online corporate training tool. Using informative video lessons, your employees will learn how they can optimize their marketing skills to better shape customer experience.

Marketing in Customer Experience Management - Chapter Summary

In this chapter we'll go through different marketing tactics for managing and improving a customer's experience. Employees will learn about the following topics:

  • Defining customer profile
  • Examples of an audience profile
  • Consideration set in marketing
  • Brand marketing strategies
  • Product centric marketing
  • Psychographics in marketing
  • Latent class analysis
  • Running a workshop

Short, informative video lessons simplify these marketing topics and self-assessment quizzes at the end of each lesson allows employees to track their progress as they go through the lessons. Employees can further measure their understanding with our chapter and course examinations which ensure comprehension.

How It Helps

  • Improves understanding: Employees can use this corporate training resource in order to better understand marketing strategies to improve and manage customer experience.
  • Utilizes marketing tools: By learning how to use different marketing tools in order to improve customer experience, employees can optimize their marketing strategies.
  • Optimizes marketing campaigns:With customer experience being a vital consideration in developing marketing campaigns, focusing on improving customer experience is essential.

Skills Covered

By the end of the chapter your employees will be able to:

  • Define and give examples for customer and audience profiles
  • Understand consideration sets in marketing
  • Use brand marketing strategies
  • Utilize product centric marketing
  • Analyze psychographics for marketing purposes
  • Use latent class analysis models
  • Run customer experience workshops

8 Lessons in Chapter 2: Marketing in Customer Experience Management
What is a Customer Profile? - Definition & Examples

1. What is a Customer Profile? - Definition & Examples

What if the businesses you frequented remembered your preferences? Would you appreciate it? This lesson will explain customer profiles and how they benefit both the business and the customer, in addition to highlighting some drawbacks.

Audience Profile: Definition & Examples

2. Audience Profile: Definition & Examples

If companies do not know about their audience, they cannot market successfully. This lesson will define and explain what an audience profile is and examine strategies for audience profiling.

Consideration Set in Marketing: Definition & Example

3. Consideration Set in Marketing: Definition & Example

Many things go into a consumer's purchasing decision of a particular brand or product. In this lesson, you'll learn more about the consideration set and be able to see some examples of it.

Brand Marketing: Definition & Strategy

4. Brand Marketing: Definition & Strategy

Building a brand is a big endeavor. Brand marketing can make the difference between a product being recognized and a product being unknown by potential consumers. Use the steps in this lesson to build a strong brand.

Product Centric Marketing: Definition & Explanation

5. Product Centric Marketing: Definition & Explanation

Product centric marketing is one approach to selling your goods or services to consumers. In this lesson, you'll learn more about product centric marketing - what it is, and why it's used.

Psychographics in Marketing: Definition & Examples

6. Psychographics in Marketing: Definition & Examples

In this lesson, we'll take a look at what is meant by psychographics in marketing, some examples, and how they can be applied to your marketing efforts.

Latent Class Analysis: Model & Segmentation

7. Latent Class Analysis: Model & Segmentation

Latent class analysis is a statistical modeling tool that is being used in marketing to create prospective customer segments for leading brands. Underlying (~'latent~') characteristics are identified for planning marketing campaigns. Read on to learn more.

How to Run a Workshop

8. How to Run a Workshop

This lesson covers the elements and considerations needed to build a successful workshop from setting the goals and objectives through building the content, structuring the activities, and outlining next steps.

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