The document discusses building customer relationships through relationship marketing. Relationship marketing focuses on keeping and improving current customers rather than acquiring new ones. The primary goal is to build and maintain a committed customer base that is profitable for the organization. Relationship marketing provides benefits for both customers and organizations, including reduced costs and increased revenues over time. Relationship development strategies can occur at different levels, from financial bonds like rewards to structural bonds like integrated systems, with each level creating stronger ties between the customer and organization.

1. BUILDING CUSTOMER RELATIONSHIP Presented by Deepak Khandelwal

2. RELATIONSHIP MARKETING Relationship marketing is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customer rather than on acquiring new customer. Bucket theory of marketing

3. Marketing relationships could take any form, including promotion, sales, rivalry relationship. Relationship marketing is focus on cooperative and collaborative relationship between the firm and its customers. Relationship Marketing v/s Marketing Relationships

4. The primary goal of relationship marketing is to build and maintain a base of committed customer who are profitable for the organization. GOALS OF RELATIONSHIP MARKETING

5. GOALS OF RELATIONSHIP MARKETING Getting

6. Effective Efficient Enjoyable Enthusiastic Ethical 5 E’s RELATIONSHIP MARKETING

7. BENEFIT FOR CUSTOMER

8. BENEFIT FOR ORGANIZATION Reduced marketing and administrative cost. Increase revenue over time. Increase purchase over time. Lower cost. Free advertising. Employee retention.

9. Relationship development Strategies Leonard Berry and A. Parasuraman have developed a framework for understanding various types of retention strategies. The framework suggest that relationship marketing can occur at different levels and each successive of strategy result in ties that bind the customer

10. LEVELS OF Relationship Strategies Structural Bonds

11. 1.Financial Bond Volume and frequency reward Bundling and cross selling. Stable pricing

12. 2.Social bond Continuous relationship Personal relationship Social bond among customer

13. 3.Customization Bond Customer intimacy Mass communication Anticipation/innovation

14. 4.Structural Bond Integrated information system Joint investment Shared process and equipment