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Relationship Marketing
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by W.G. Premarathne …

by W.G. Premarathne

reMARK - The Marketing Students' Association
Faculty of Management & Finance
University of Colombo

Published in Business
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  • 1. Relationship Marketing W.P.Gamage
  • 2. Definition of Relationship Marketing
    • Relationship marketing has the aim of building mutually satisfying long-term relationship with key parties in order to earn and retain their business.
    • Relationship marketing builds strong economic, technical and social ties among the parties
    • Kotler
  • 3.
    • Relationship marketing is marketing based on interaction within networks of relationships
    • Evert Gummesson
  • 4.
    • Relationship marketing seen as relationship networks and interactions.
    • Basic characteristic is value for parties
  • 5. RM & CRM
    • CRM is the values and strategies of relationship marketing – with particular emphasis on customer relationships – turned into practical application.
    • Evert Gummesson
  • 6. Core concepts of RM
    • Relationship
    • Networks
    • interaction
  • 7. 10 critical players in RM
    • Kotler argued that a firm’s success defends increasingly on carrying out effective marketing thinking in its relationship with ten critical players.
    • Suppliers
    • Distributors
  • 8.
    • End users
    • Employees
    • Financial firms
    • Government
    • Media
    • Allies
    • Competitors
    • General public
  • 9. Relationship exchange and RM Focal firm NGO gov Ultimate cus Intermediate cus Functional dpts employees Business units Goods supp competi Service su Lateral partnership Internal partnership Suppliers partnership Buyer partnership
  • 10. What is the most important property of RM
    • Select according to your idea.
  • 11. Properties
    • Collaboration
    • A high degree of collaboration and low degree of competition provide a base for a long-term and harmonious relationship
    • Longevity (transaction marketing, customer retention and defection)
  • 12.
    • Commitment, dependency, and importance
    • Trust, risk and uncertainty
    • Power
    • Frequency, regularity and intensity
  • 13.
    • Adaptation
    • Attraction
    • Closeness and remoteness
    • Formality informality and transparency
    • Routinization
    • Content
    • Personal and social factors