assignment

1.  BY SARATH

2.  Relationship marketing has the aim to
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 uses methods to
develop long term relationship with customer
in order to retain and develop a healthy
relationship with their customer

4.  Basic marketing
 Reactive marketing
 Accountable marketing
 Proactive marketing
 Partnership marketing

5.  Basic Marketing – The salesperson sells to
the final customers. This is also known as
direct sales.
 Reactive Marketing – The sales person
sells the product and encourages the
customer to call for any comments or
enquiries.

6.  Accountable Marketing – The sales person
calls the customers to ensure whether the
product is working as per satisfaction and if
there is any problem in the product.
Furthermore he also asks the customer for
any suggestions / feedback to improve the
service / product. Thus he is taking
responsibility for the sale.

7.  Proactive marketing – The company works
continuously with its large customers to help
improve performance. This is especially
seen in financial companies wherein the
movement in the financial market induces
the company to make changes regularly.
However at the same time, these financial
companies have to take care of their
customers as well. Thus they take regular
feedback from their large customers thereby
developing their products accordingly.

8.  Partnership Marketing – The company
works continuously with its large customers
to improve its performance.

9. 1. Supplier
2. Distributors
3. End users
4. Employees
5. Financial firms
6. Government
7. Media
8. Allies
9. Competitors
10. General public

10.  Collaboration
 Commitment, Dependency
 Trust, risk and uncertainty
 Power
 Longevity
 Frequency, regularity and intensity
 Closeness and remoteness

11.  Formality, informality and openness
 Routinization
 Content
 Personal and social properties

12.  It costs five times as much to attract a new
customer as it does to keep a current one
satisfied
 It is claimed that a 5% improvement in
customer retention can cause an increase in
profitability b/w 25% and 85% depending on
the industry
 Like wise it is easier to deliver additional
products and services to an existing
customer than to a first time “buyer”

13.  Relationship marketing is the practice of
building long-term satisfying relations with
key parties—customers, suppliers,
distributors—in order to retain their long-term
preference and business.