Question

In CRM, prospecting means searching for opportunities that might generate value for the company, Discuss prospecting form the B2C perspective.

Answer 1

In B2C (Business-to-consumer) prospecting contexts; the distribution effort on customer acquisition is different. It lays more emphasis on sales promotion, advertising, merchandising and buzz or word-of-mouth.

-- Sales promotion is any behaviour which target to triggers the temporary incentive aimed at prospects, channel partners, customers, or salespeople. There are several forms of consumer sales promotion such as free trials, samples, coupons, discounts, bonus packs, free premiums, or cash back.

-- Advertising is efficient at achieving two different classes of communication motive: cognitive and affective. Cognitive advertising main motive is creating awareness, develop understanding, and raising knowledge. Affective advertising objectives main motive is to develop a liking for the good and create preference. Advertising can also generate emotional powerful responses in audiences

-- Merchandising influences the behaviour in-store or at numerous sale points such as banks, restaurants, or gas stations. They apply a wide number of techniques available which include retail shelf-space positioning, floor plans, window displays, special displays, and point-of-sale print. It helps to positively influence the sale

-- Buzz or word-of-mouth is communication in an interpersonal approach about a good or organization in which the receiver assumes the communicator to be independent of influence of trustworthy commercial. It holds the power to influence the emotions, knowledge, behaviours and intentions of receiver.