The document discusses the concept of relationship marketing, highlighting the importance of customer value, satisfaction, and building long-term relationships for brand loyalty. It outlines various strategies for creating value and emphasizes the shift from transaction-focused marketing to a relationship-building approach. Additionally, it covers the role of customer relationship management in understanding and catering to customer needs and fostering a two-way communication process.

1. CUSTOMER
RELATIONSHIPS:
Relationship
Marketing
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2. CUSTOMER VALUE, SATISFACTION
AND RELATIONSHIPS

3. To be successful, a brand must have a value proposition to its
customers.
• This is seen as the brand’s promise to the customers to provide
benefits that would satisfy their needs or wants.
Customer Value – the unique combination of benefits targeted
buyers receive, including quality, price, convenience, on-time
delivery, and both before and after service.

4. Alternative Ways for
Creating Value
Increasing the benefits
• means adding something to the
product that customers would
find meaningful, important,
useful, and unique.
Best price – ex. Cebu Pacific
Best Product – ex. Apple
Best service – ex. Starbucks
Reducing the Sacrifice – ex. On-time
home delivery, installment schemes

5. CUSTOMER SATISFACTION
• The marketer’s job is to satisfy or
even exceed customers’ expectations,
as high satisfaction levels have
been found to lead to higher levels
of loyalty.
• A relationship with happy, loyal
customers is something that all
companies would wants to work for.

6. CUSTOMER RELATIONSHIPS
• Every marketer aspires to have
a relationship with their target
market that is characterized by
a high level of customer loyalty.
• Many marketers even try their
best to go beyond just loyalty
and work hard to earn the love
of their existing customers.
• They know that brands that are
loved usually command a deeper
level of loyalty and this kind of
loyalty then becomes a huge
sustainable advantage over
competition.
• Ex. Nike, Coke

7. WHAT IS RELATIONSHIP
MARKETING

8. It is the development of a
marketing program with the
right marketing mix that seeks
to establish closer links with the
customer.
It is seen as the key to
developing and maintaining
close relationships with targeted
customers.

9. RELATIONSHIP MARKETING
• It is simply building and
managing relationships. This
would involve developing
personal and ongoing ties
between company and the
customers.
• It is a perspective in marketing
that recognizes that customers no
longer buy just goods; they also
consider the service that comes
with the product.

10. RELATIONSHIP MARKETING
• The shift to relationship
marketing represents a move
from short-term transaction-
oriented goals toward a long-
term relationship-building
goal.
• Relationship marketing focuses on
value-creating processes.
• There are two key elements of
relationship marketing: promise
and trust.

11. TYPES OF RELATIONSHIP MARKETING
• Experiential marketing –
allows the consumer to
experience the brand, usually
by utilizing multiple touch
points and targeting multiple
senses.
• Ex. Contest, online activities;
Milo conducting a Sports clinic
• Permission marketing – to
encourage customers to be a part
of a longer-term marketing
campaign by inviting them to join
and providing an incentive for
them to remain within the
campaign.

12. TYPES OF RELATIONSHIP MARKETING
• One-to-one marketing –
focuses more on the individual
consumer with the company
customizing its products and
services for that individual.
• Ex. SM Advantage card holders
give exclusive sales for them.

13. Customer Relationship Management
• It is the process of identifying
prospective buyers, understanding
them intimately, and developing
favorable long-term perceptions of
the organization and its offerings so
that buyers will choose them in the
marketplace.

14. Customer Relationship Management
• This is more
complicated than it
sounds as this implies
the involvement and
commitment of all
employees in the
organization in order to
make this work from top
management to rank
and file.
• This also requires the
use of technology that
would be necessary to
gather essential
information, process
this information in a
meaningful way, and
assign this information
to the different offices
that would maximize
the use of this.

15. Customer Relationship Management
• This is more
complicated than it
sounds as this implies
the involvement and
commitment of all
employees in the
organization in order to
make this work from top
management to rank
and file.
• This also requires the
use of technology that
would be necessary to
gather essential
information, process
this information in a
meaningful way, and
assign this information
to the different offices
that would maximize
the use of this.

16. MARKETING PROCESS
Target Market
Information on needs/wants
Discover specific needs/wants
Develop concepts for products
Design a marketing program for 4
Ps
Goods, services, experiences or
ideas

17. Customer Relationships and Its
Changing Nature
• Modern marketing
emphasize the need to
create more involved
customers with a sense
of commonality with the
brand.
• The idea is that the
brand or the product
must be made a part of
the life of the consumer
and their conversations.
• The new orientation
toward the customer
would also mean that
promotions should
become more of a 2-way
communication process
instead of just 1-way.
• Constant dialogue with
the market is now seen
a requirements,
necessitating
establishment of a
systematic, interactive
process of asking and
answering questions.

18. LEARNING ACTIVITY (Individual)
• Share specific instances when you were
dissatisfied or disappointed with a brand.
• Discuss possible actions that the brand can do to
reestablish a good relationship with you.