How to Relate the 4Ps of Marketing to CRM in a Global Business Environment

CRM tactics help global marketers appeal to a customers from all over the world.
CRM tactics help global marketers appeal to a customers from all over the world. (Image: Jupiterimages/Comstock/Getty Images)

The marketing mix, also known as the four “Ps” of marketing, consists of product, placement, price and promotion. CRM stands for customer relationship management, which is a marketing tactic providing personalized satisfaction of customer needs at every point of interaction between the customer and the company. CRM tactics may also seek to add points of interaction, often referred to as “touchpoints” to the relationship between the customer and the company. In the global business environment, both the marketing mix and CRM tactics must confirm to the needs and culture of regional consumers.

Research the culture and language of the region. Understanding cultural nuances and regional laws is the first step to entering any global market. Study with a culture coach or research using online and print material.

Adjust the product to satisfy both regional and CRM needs. Identify customer needs and create a product that satisfies those while conforming to local customs and laws.

Promote the product with advertising that demonstrates CRM principles such as customer care. Ensure that ads explain the product in the regional language and use conventional advertising techniques to appeal to the customer. Such appeals may be rational or emotional in nature.

Develop a pricing strategy taking into account the company’s pricing strategy along with global constraints and opportunities. Pricing will vary depending on the regional rates for the country and the product’s stage in the marketing life cycle.

Create a distribution channel to deliver physical product to customers. Foreign distributors may not be under your employment and might need training in CRM strategy. Instruct non-employee distributors to refer to your company for customer relationship needs.

Develop technology-based touchpoints. The Internet is a global marketing tool that can reach any market with online access. CRM touchpoints include social media and websites, which the organization can use for distribution and customer service.

Follow basic CRM techniques. Identify the product’s customers and learn about their lifestyle and needs. Differentiate the product from competitors by adding featuring, adding value or lowing the price. Interact with customers in positive and cost-effective ways, and customize each of these interactions.

Tips & Warnings

  • Many customers prefer to buy products made in their country, setting up a foreign manufacturing plant helps satisfy this preference.
  • Many countries have laws that restrict comparative advertising -- comparing the product to competitors -- and advertising to children.

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