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یکشنبه 10 اسفند 1393 :: نویسنده : تیم آی تی روز
پایان نامه جهت اخذ درجه کارشناسی
عنوان کامل: مدیریت ارتباط با مشتری ( CRM )
دسته: مدیریت
فرمت فایل: WORD (قابل ویرایش)
تعداد صفحات پروژه: 67
______________________________________________________
بخشی از مقدمه:
اخیرا مسائل مربوط به آینده بازاریابی مخصوصا این مساله که آیا بازاریابی سنتی مناسب شرایط غالب قرن حاضر است یا خیر، توجه بسیاری از محققان را به خود جلب کرده است. هرچند در مورد به‌کار گیری اصل اساسی و اولیه بازاریابی یعنی برآوردن نیازهای مشتریان اجماع نظر وجود دارد، اما بحث بر سر این است که محیط کنونی بازار با تغییرات بنیادی نسبت به دهه 60 میلادی تغییر در روشهای اجرای اصول را ضروری می سازد. 
در دنیای امروز بایستی از بازارهای بالغ و به حد کمال رسیده ای سخن گفت که ویژگیهای متفاوتی نسبت به گذشته دارند و از مهمترین ویژگیهای آنها می توان به مهارت و قدرت مشتری و کاهش تاثیر تبلیغات بر وی اشاره نمود. امروزه عرضه کنندگان در بازار کالاهای صنعتی و مصرفی با مشتریانی مواجه اند که تقاضاهای نامحدودی دارند اما کمتر تحت تاثیر ابزار های سنتی بازاریابی قرار می گیرند. از سوی دیگر محصولات بازار از دید مشتری تفاوت زیادی با یکدیگر ندارند چنان‌که نام تجاری محصول مورد نظر مشتری در دسترس وی نباشد به راحتی «برند» دیگری را جایگزین آن  می کند و این نشاندهنده کاهش وفاداری مشتریان است. رقابت قیمتی نیز معنی سابق را از دست داده است و سازمانهای بازار گرا و مشتری مدار به جای رقابت بر سر قیمت به حفظ و ارتقای وفاداری مشتری به عنوان ابزاری جدید در بازاریابی می اندیشند.
در مفهوم بازاریابی اعتقاد بر این است که نیل به اهداف سازمانی بستگی تام به تعریف و تعیین نیازها و خواسته های بازار های هدف و تأمین رضایت مشتری به نحوی مطلوب‌تر و مؤثرتر از رقبا دارد .در دنیای رقابتهای فزاینده امروز، شرکتهایی موفق خواهند بود که رضایت مشتریان خود را بیشتر تأمین کنند. شرکتهایی که صرفا به دنبال فروش کوتاه مدت نبوده و کسب رضایت بلندمدت مشتری را از طریق ارائه کالاها و خدمات همراه با ارزش برتر و متمایز وجهه همت خود قرار دهند.
در این بازار فوق العاده پویا مشتری از سازمان انتظار دارد که بیشترین ارزشها را با مناسب‌ترین قیمت عرضه کند و سازمانها نیز مدام به دنبال روشهای جدید و ایجاد نوآوری در خلق و ارائه ارزش هستند و حتی از ارزش مشتری تحت عنوان « منبع آتی مزیت رقابتی » خویش نام می برند.

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