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CRM to PRM

Please read attached case and answer for those questions /3 pages/
Tandesic Corporation
1. Is CRM merely another name for market segmentation? What makes CRM (and e-CRM) different from segmentation?
2. What are the differences between developing and marketing customized software, versus developing and marketing product software for the mass market? What are the potential problems and how can they be avoided?
3. What pressure is Dailmer facing from the various stakeholders (e.g. investors, board of directors, founders, employees and developers, sales force, customers)?
4. What are the issues for customers buying software that is under development? Are there any differences between internal and external development?

5. Should conflicts in product specifications between marketing and development be addressed by the head of marketing (who may be more likely to err on the side of adding proposed functionality) of by the head of development (who may set the minimum number of features he knows can be delivered on time)?
6. Do you agree with Dailmer that Option Four is the best choice?
7. Are there other options that Tandesic should be considering?

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Please read attached case and answer for those questions /3 pages/
Tandesic Corporation
1. Is CRM merely another name for market segmentation? What makes CRM (and e-CRM) different from segmentation?
CRM is not another name for market segmentation. Market segmentation is the process of dividing the market into groups of customers. These segments may be selected on the basis of different factors. For instance, a firm may use demographic factors and segment its market on the basis of age. Another marketer may segment its market on the basis of income and so on.
On the other hand Customer relationship management means the methods, software, and internet abilities that help a firm manage customer relationships in an organized way. From the perspective of Tandesic Corporation, CRM is a software that support the customer-centric approach of the firm an enabled the companies to take an individualized approach to customers. The CRM enabled firms to customize service to the needs of the customers, and track activities from the stand point of the customers. The CRM addresses the individual needs of customers, whereas segmentation seeks to address the requirements of subgroups. CRM includes segmentation but it also includes customization, increasing interactivity, and customer identification.
2. What are the differences between developing and marketing customized software, versus developing and marketing product software for the mass market? What are the potential problems and how can they be avoided?
Developing and marketing customized software means there is larger time and cost commitment to the development of the software. In addition, developing customized software can leave some bugs in the system and this might ...

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