Relationship Marketing W.P.Gamage
Definition of Relationship Marketing <ul><li>Relationship marketing has the aim of building mutually satisfying long-term ...
<ul><li>Relationship marketing is marketing based on interaction within networks of relationships </li></ul><ul><li>Evert ...
<ul><li>Relationship marketing seen as relationship networks and interactions. </li></ul><ul><li>Basic characteristic is v...
RM & CRM <ul><li>CRM is the values and strategies of relationship marketing – with particular emphasis on customer relatio...
Core concepts of RM <ul><li>Relationship </li></ul><ul><li>Networks </li></ul><ul><li>interaction </li></ul>
10 critical players in RM  <ul><li>Kotler argued that a firm’s success defends increasingly on carrying out effective mark...
<ul><li>End users </li></ul><ul><li>Employees </li></ul><ul><li>Financial firms </li></ul><ul><li>Government </li></ul><ul...
Relationship exchange and RM Focal firm NGO gov Ultimate cus Intermediate cus Functional dpts employees Business units Goo...
What is the most important property of RM <ul><li>Select according to your idea. </li></ul>
Properties <ul><li>Collaboration </li></ul><ul><li>A high degree of collaboration and low degree of competition provide a ...
<ul><li>Commitment, dependency, and importance </li></ul><ul><li>Trust, risk and uncertainty </li></ul><ul><li>Power </li>...
<ul><li>Adaptation </li></ul><ul><li>Attraction </li></ul><ul><li>Closeness and remoteness </li></ul><ul><li>Formality inf...
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Relationship Marketing

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by W.G. Premarathne

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

Published in: Business
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Relationship Marketing

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