Essay --

University of La Verne, MBA Program BUS 665-CRN1285 Strategic Marketing Management Mid-Term Examination by Vivek Vaswani Mid Term Answers: Part I) For a single product or service that your firm provides, discuss and evaluate how your customers perceive value and how your organization delivers customer value. Answer: Company: I work as a Talent Manager at the ESI Network. The ESI Network is a talent management firm that has built its reputation in the entertainment industry over the last two decades. Though it is a full-service management firm, which means it represents the careers of actors, directors and writers, I will be focusing the scope of this answer on the on-camera division that manages the actors. Product: The product, or in this case the service I am focusing on is the on-camera division that manages the careers of actors. Our youngest talent is 2 years of age, and our oldest client is 97 years old. This division’s expanse covers about 260 clients. To make it easier to manage, the roster is broken up into categories by age a) The Kidz which covers 2-17 years old, b) The Young Adults which covers 18-29 years old, c) The Adults which covers 30-55, and d) The Seniors which covers 55 and up. These are further divided into â€Å"Tiers† internally that help us as a team to prioritize our focus on individuals who we consider as the upper echelon of our roster. The existence of these Tiers and the knowledge of which individuals are compartmentalized within them are privy only to the members of the firm and never the clients. In keeping with the Pareto principle, Tier 1 comprises of talent that deliver 80% of the total of ESI’s gross earnings annually, Tier 2 comprises individuals who bring in 10% of revenue... ...e parent’s status in their social circles. A lot of them like to gush that â€Å"their eight-year old† has a manager. On the other hand an adult client in our Tier 1 section who is bringing in upwards of $250,000 per year will require management that is extremely hands-on. For such clients we are running their daily schedules, working with them on a business plan to build their brand, monitoring their projects and checking in with their publicists and agents on a daily basis. Thus through the use of CRM, we at ESI can promote successfully to market segments. By retrieving information in our database various departments can customize products and create promotions designed to cater to very specific customer’s wants and needs. This increases profitability for the firm overall, and more importantly is able to allow us to retain more customers for a longer period of time. Essay -- University of La Verne, MBA Program BUS 665-CRN1285 Strategic Marketing Management Mid-Term Examination by Vivek Vaswani Mid Term Answers: Part I) For a single product or service that your firm provides, discuss and evaluate how your customers perceive value and how your organization delivers customer value. Answer: Company: I work as a Talent Manager at the ESI Network. The ESI Network is a talent management firm that has built its reputation in the entertainment industry over the last two decades. Though it is a full-service management firm, which means it represents the careers of actors, directors and writers, I will be focusing the scope of this answer on the on-camera division that manages the actors. Product: The product, or in this case the service I am focusing on is the on-camera division that manages the careers of actors. Our youngest talent is 2 years of age, and our oldest client is 97 years old. This division’s expanse covers about 260 clients. To make it easier to manage, the roster is broken up into categories by age a) The Kidz which covers 2-17 years old, b) The Young Adults which covers 18-29 years old, c) The Adults which covers 30-55, and d) The Seniors which covers 55 and up. These are further divided into â€Å"Tiers† internally that help us as a team to prioritize our focus on individuals who we consider as the upper echelon of our roster. The existence of these Tiers and the knowledge of which individuals are compartmentalized within them are privy only to the members of the firm and never the clients. In keeping with the Pareto principle, Tier 1 comprises of talent that deliver 80% of the total of ESI’s gross earnings annually, Tier 2 comprises individuals who bring in 10% of revenue... ...e parent’s status in their social circles. A lot of them like to gush that â€Å"their eight-year old† has a manager. On the other hand an adult client in our Tier 1 section who is bringing in upwards of $250,000 per year will require management that is extremely hands-on. For such clients we are running their daily schedules, working with them on a business plan to build their brand, monitoring their projects and checking in with their publicists and agents on a daily basis. Thus through the use of CRM, we at ESI can promote successfully to market segments. By retrieving information in our database various departments can customize products and create promotions designed to cater to very specific customer’s wants and needs. This increases profitability for the firm overall, and more importantly is able to allow us to retain more customers for a longer period of time.