Relationship Marketing

Topics: Marketing, Customer relationship management, Customer service Pages: 23 (4882 words) Published: June 11, 2006
TABLE OF CONTENTS

EXECUTIVE SUMMARY3

1.THE RELATIONSHIP FUNCTION4

1.1Introduction4

1.2The Eight Concepts of Relationship Marketing4

1.3Market Strategies5

1.4Customer Bonding & Positioning6

1.5Quality Management and Benchmarking7

1.6Communication and Promotion9

2.THE RELATIONSHIPS COMPANY OF THE FUTURE11

3.A RELATIONSHIP MARKETING PLAN13

REFERENCES AND BIBLIOGRAPHY 27 16

BIBLIOGRAPHY:16

ANNEXURES:17

APPENDICES

Appendix A(Intersite's Current Organisational Structure) Appendix B(Reporting Structure)
Appendix C(Intersite's Previous Organisational Structure) Appendix D(The most important labour statutes)
Appendix E(Steps in Selection Process)
Appendix F(Recruitment Process)
Appendix G(Types and Structure of Rewards)
Appendix H (Training Needs Analysis)
Appendix I(Communication areas and Objectives)
Appendix J(Motivation)
Appendix K(Workforce Planning and Programming Process)
Appendix L(Succession Plan)
Appendix M(Harvard Model)
Appendix N(Strategic Directions)
Appendix O(Learning Organisation)

EXECUTIVE SUMMARY

Relationship marketing is a business philosophy, which aims to develop strong relationships with a range of stakeholders, such as suppliers, media, intermediaries and public organisations, as well as with customers.

The goal of relationship marketing is to align all of the aspects of a company within its chosen customers and stakeholders. This can only be achieved by applying the Eight Concepts of Relationship Marketing on an ongoing basis. The company must ensure it has Market Strategiesin place to help it achieve its objectives. Customer Bonding & Positioning allows a company to provide what the customer wants; thereby ensuring they have a better position in the market place than their competitors. By introducing the concept of Total Quality Management into the company, the benefit thereof will be a better commitment by the organisation to manage quality, thereby improving customer satisfaction.

Benchmarking will encourages management to focus externally on the customer and the competition, as it highlights the gap between where the company is and where it wants to be. Relationship Marketing ensures that technology is used to facilitate a relevant, timely, personalised and customised communication process and identifies individual preferences. Communication with individual customers via the media each prefers will ensure customer value. Promotion is done in order to influence the behaviour and attitude of the customer and incorporates various methods of communication with the customer, ensuring they receive the information via their preferred media.

Fully automated production and knowledge placed in useful databases will allow relationships that create value to be developed. The relationships company of the future will need to use technology to shape value for each customer by building capabilities needed to enhance those relationships. The company that embraces relationship marketing, its strategies and processes will have a competitive advantage as they will be organised around all their stakeholders, who seek to create the value that each wants, and integrate it into the business process. This will lead to a series of trust-based relationships, as the company will understand the importance of specific capabilities in advancing relationships.

1.THE RELATIONSHIP FUNCTION

1.1Introduction
Relationship marketing emphasises building longer-term relationships with customers, rather than on individual transactions. Traditionally marketing, through the 4 P's of the marketing mix (Product, Place, Price, Promotion) focuses on a specific market...

References: • Doyle, P. (2002). Marketing Management and Strategy. (3rd ed.). Essex: Prentice Hall
• Gordon, I.H
• Kotler, P. (1984) Marketing Management: Analysis, Planning and Control. (5th ed.) New Jersey. Prentice Hall International
• Newstrom, J.W
• The Little Oxford Dictionary of Current English (6th ed) (1986). Oxford. Claredon Press.
• Total Quality Management – Quality Education System for the Individual (1990). Florida Quality Management Association Ltd
BIBLIOGRAPHY
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