Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria

RESUMEN La tesis en la modalidad de suficiencia profesional denominada “Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria” presenta el problema general: ¿Cómo la implementación de la estrategia de segmentación de los clientes incrementará el uso de la tarjeta de crédito de una entidad bancaria?, del cual se plantea el objetivo general: Implementar la estrategia de segmentación de clientes para incrementar el uso de la tarjeta de crédito de una entidad bancaria. Se desarrolla un caso de éxito en una entidad bancaria que se sustenta en los aportes teóricos acerca de la Segmentación de Clientes desde el punto de vista del Marketing, el CRM y la Estadística; también se presenta las bases de la teoría de administración aplicada a la Gestión de Campañas. En el desarrollo del caso se realizó dos segmentaciones: por nivel de consumo (Heavy, Medium, Light Transactor) y por consumo en giros comerciales (Viajeros, Retail, Buen comer, etc) lo que impactó positivamente en el conocimiento del cliente y en la formulación de estrategias comerciales innovadoras que originó buenos resultados en el incremento de uso de la tarjeta de crédito. PALABRAS CLAVE: segmentación, tarjeta de crédito, entidad bancaria, marketing, CRM, gestión de campañas, conocimiento del cliente.ABSTRACT The thesis in the modality of professional sufficiency denominated "Implementation of the strategy of the customer segmentation for the increase in the use of the credit card of a bank" presents the general problem: How the implementation of the strategy of customer segmentation will increase the use of the credit card of a bank?, which propose the general objective: Implement the strategy of customer segmentation to increase the use of the credit card of a bank. It developed a success case in a bank that is based on theoretical contributions on the Customer Segmentation from the point of view of Marketing, CRM and Statistics; it also presents the bases of management theory applied to Campaign Management. In the development of the case, there were two segmentations: by level of consumption (Heavy, Medium, Light Transactor) and by commercial spins consumption (Travellers, Retail, God eating, et cetera.) which positively impacted the customer knowledge and formulation of innovative commercial strategies that resulted in good results for the increase of credit card use. KEYWORDS: segmentation, credit card, banking, CRM, campaign management, customer knowledge

Emergence of Arctic-like Rabies Lineage in India

Progenitors of Arctic-like rabies viruses, which now circulate extensively in India, may have been responsible for the emergence of the Arctic rabies lineage

Lane 1-uninfected cell control, lanes 2 and 4 – in vitro translation products of RNA obtained form JEV infected PS cells (untreated) at 4 and 10 hours post infection respectively

Lanes 3 and 5 – in translation product of RNA obtained from JEV infected PS cells treated with SCH 16 for 4 hours and 10 hours respectively. Note that SCH 16 treatment of JEV infected cells did not show any in vitro translation product at 4 hours post treatment (Lane 3) whilst at 10 hours (Lane 5) a 50 Kda translation product was obtained. Lane M represents molecular weight markers.<p><b>Copyright information:</b></p><p>Taken from "N-methylisatin-beta-thiosemicarbazone derivative (SCH 16) is an inhibitor of Japanese encephalitis virus infection and "</p><p>http://www.virologyj.com/content/5/1/64</p><p>Virology Journal 2008;5():64-64.</p><p>Published online 22 May 2008</p><p>PMCID:PMC2408923.</p><p></p