© 2012 McGraw-Hill Ryerson Ltd. CRM: Customer Relationship Management CRM – Who are the most valued customers? – What are the best programs to meet their needs? – How can we retain them? 0 Loyalty program data: - Shoppers Optimum Card - HBC Rewards - Air Miles LO 5

© 2012 McGraw-Hill Ryerson Ltd. Suunto & Experiential Marketing 1 “Marketer-created brand interaction” Social media can be used to: – engage communities – promote, monitor, and measure programs – identify brand advocates LO 5

© 2012 McGraw-Hill Ryerson Ltd. Corporate Social Responsibility 2 An organization’s consideration for society’s well-being. LO 5

© 2012 McGraw-Hill Ryerson Ltd. Societal Marketing Concept 3 Marketers can have a significant impact on the well- being of society and the environment. – Cadbury Bicycle Program LO 5

© 2012 McGraw-Hill Ryerson Ltd. Partnership Marketing – Brands with similar customers but different distribution channels (and products) can collaborate. 4 LO 5

© 2012 McGraw-Hill Ryerson Ltd. Ethics: Not All Companies are on Board Canadian government regulations: – pollution – food and safety – advertising and telemarketing – water safety Canadian Marketing Association (CMA) code of ethics. Consumer Groups also exert pressure. 5 LO 5