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Essay / Research Paper Abstract
A 3 page paper discussing Penske’s use of Microsoft Access with customer relationship management (CRM) applications, specifically as it applies to the sales management function. At present, Penske makes only minimal use of the CRM application, and greater, more efficient use of that function can benefit both Penske and its customers. Penske has the ability to increase its bottom line, but it cannot do so at the expense of any customer. Expanding use of the CRM application provides a means provides a means of better serving the customer. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSitDbPenske.rtf
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Unformatted sample text from the term paper:
in sales management, and all the more so as business becomes increasingly competitive. It is crucial in determining the leading sources of revenues from sales, and without accurate data,
it is virtually impossible to arrive at a realistic sales forecast that can be of any use in planning the companys needs for an upcoming quarter or for the next
year. At Penske Transportation Services, the database application most often used is Microsoft Access(r) with Customer Relationship Management (CRM) applications. Organizational Needs
It was in 1960 that Harvards Theodore Levitt first proclaimed that there is no such thing as a "growth industry," that the goal of any business is to gain -
and then keep - a customer. If the organization will set its primary goal on this measure alone, according to Levitt (1986), then growth and profitability will follow.
Levitt used as his example the railroad industry that failed to recognize itself to be in the transportation industry. As such, it failed
to recognize the implications of the advent and growth in availability of passenger cars that ultimately would lead to its downfall. Had it sought to retain its passengers by
meeting their changing needs, Levitt (1986) argues that the future of the railroad industry could have been much different. It, and todays organizations, needed to ask itself, "What business
are we in?" (Levitt, 1986; p. 167), and then offer customers options that met their changing needs. Obviously, the organization needs to know who its customers are and what
they want. At Penske Transportation Services, it is tempting and far too easy to assume that the company is "only" in the transportation
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