Business Paper范文-大众汽车的客户关系管理。本文是一篇留学生商务管理paper写作范文，主要内容是讲述无论选择哪个行业或业务，存在的一个关键组件以及所有人共同的关键组件都是“客户”。彼得·德鲁克表达了上述观点，他说“公司的目的是创造和服务客户”上述观点可能看起来太明显了，但就公司的营销重点而言，这一概念似乎一再消失。在广告预算方面花费的资源是为了提高消费者意识、试用并赢得他们的支持，这代表着营销的开始，而不是目标。最初，营销似乎并不代表大众汽车客户关系管理的一个考虑因素，直到人们从上下文中看待它。回到彼得·德鲁克的说法，这个过程从一开始就开始，这需要向潜在客户营销产品、商品或服务。这是关于客户目前是否在公司，因为竞争品牌一直在寻找现有基础之外的客户，这代表了目前在贵公司范围内的客户。下面就一起来看一下这篇Paper范文的具体内容。
Introduction 引言
Regardless of what industry or business one would elect to select, the one key as well as critical component that is present as well as common to all is the ‘customer’. Peter Drucker (1954, p. 64) expressed the foregoing when he stated that “… the purpose of a firm is to create and serve customers…” The preceding might seem all too obvious, yet it is a concept that repeatedly seems to become lost in terms of a company’s marketing focus. The resources spent in terms of advertising budgets to create consumer awareness, trial and to win them over represents the beginning rather than the objective of marketing. Initially, marketing might not seemingly represent a consideration with regard the management of a customer relationship at Volkswagen, until one views it in context. Referring back to Peter Drucker’s (1954) statement, the process starts at the very beginning, and this entails the marketing of the product, goods or service to the prospective customer. This is in terms of whether the customer is presently with the company or not as competing brands are consistently on the hunt for customers outside of their existing base and this represents those that are presently within your company’s fold.
Thus, the examination of the management of a customer relationship in the context of Volkswagen shall look at the entire environment in which the preceding occurs, and refer to an example within this genre. The process shall endeavor to critically evaluate the example from an historical context and then make recommendations as to how that process might have been improved or enhanced utilizing the contemporary understandings of customer relationship management practice and theory.
因此，在大众汽车的背景下，对客户关系管理的审查应着眼于上述情况发生的整个环境，并参考这一类型中的一个例子。该过程应努力从历史背景中批判性地评估该示例，然后就如何利用当代对客户关系管理实践和理论的理解来改进或增强该过程提出建议。
In order to understand the process of managing a customer relationship, it is imperative that one has a grasp of the environment in which that context lives. Marketing is defined as a process which entails the “… planning and executing the conception, pricing, promotion and distribution…” (Marketing on the Internet, 2006) of products, goods and or services, and via which a company seeks “… events to create and maintain relationships that … satisfy individual and organizational objectives” (Marketing on the Internet, 2006). The preceding provides an understanding of the broader conceptual ramifications that entail the marketing process. (Morris et al (2001, P. 98) have upgraded this definition in consort with contemporary views and applications whereby the function has been defined and equated as a set of activities that create value. They indicate that today’s understanding and application of the marketing process is more complex as well as complicated, and state that “ Organizations must make fundamental decisions regarding how to approach different market segments and individual customers” Morris et al (2001, P. 98). Their expanded definition goes on to add “The conventional wisdom is that the marketer is no longer interested in making a sale or achieving a transaction, but instead must focus on relationship marketing” Morris et al (2001, P. 98). Buttle’s (1996) overall view is that relationship marketing is yet to prove itself, but that vision was almost a decade ago.
为了理解管理客户关系的过程，必须掌握客户关系所处的环境。营销被定义为一个过程，需要“规划和执行产品、商品和/或服务的概念、定价、促销和分销”，公司通过这个过程寻求“创造和维持关系的事件，以满足个人和组织的目标”。上文提供了对营销过程中更广泛的概念影响的理解。结合当代的观点和应用，对这一定义进行了升级，从而将功能定义为创造价值的一系列活动。他们指出，今天对营销过程的理解和应用既复杂又复杂，并指出“组织必须
