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Relationship Marketing
 

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

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    Relationship Marketing Relationship Marketing Presentation Transcript

    • Relationship Marketing W.P.Gamage
    • 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
      • Relationship marketing is marketing based on interaction within networks of relationships
      • Evert Gummesson
      • Relationship marketing seen as relationship networks and interactions.
      • Basic characteristic is value for parties
    • RM & CRM
      • CRM is the values and strategies of relationship marketing – with particular emphasis on customer relationships – turned into practical application.
      • Evert Gummesson
    • Core concepts of RM
      • Relationship
      • Networks
      • interaction
    • 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
      • End users
      • Employees
      • Financial firms
      • Government
      • Media
      • Allies
      • Competitors
      • General public
    • 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
    • What is the most important property of RM
      • Select according to your idea.
    • 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)
      • Commitment, dependency, and importance
      • Trust, risk and uncertainty
      • Power
      • Frequency, regularity and intensity
      • Adaptation
      • Attraction
      • Closeness and remoteness
      • Formality informality and transparency
      • Routinization
      • Content
      • Personal and social factors