The document discusses relationship marketing, focusing on maintaining and enhancing strong customer relationships rather than acquiring new ones. It covers various market types, customer lifetime value, and strategies for increasing customer share through cross-selling, emphasizing the importance of customer retention. Research findings indicate a positive attitude towards relationship management among employees, highlighting its benefits despite limitations such as a small sample size and regional focus.

1. Relationship Marketing
ANKIT ALREJA
ROLL NO. 808906320010
SVIMT (SVIET)

2. INTRODUCTION

3. Relationship Marketing (or relationship
management) is a philosophy of doing
business, a strategic orientation that focuses
on keeping and improving current
customers rather than on acquiring new
customer.

4. What is relationship marketing?
Marketing designed to create,
maintain, and enhance strong
relationships with customers
and other stakeholders.

5. Six Types Of Markets
1. internal markets
2. supplier markets
3. recruitment markets
4. referral markets
5. influence markets
6. customer markets

6. Customer Lifetime Value
Losing an existing customer means
losing the entire revenue stream
that customer represents – not just
that single encounter or sale.

7. Attracting, retaining and
growing customers
Customer delivered value – the difference
between total customer value and total
customer cost.
Value includes product, services,
personnel and image value.
Cost includes monetary, time, energy and
psychic costs.

8. Growing “share of customer”
 Increasing the share of the customer’s
purchasing in your product category.
 Best way is through cross-selling
 Getting more business from current
customers by selling them additional
or complementary services

9. Managing your customers
 Relationship marketing is designed to
create, maintain, and enhance strong
relationships with profitable
customers and other stakeholders.
 First need to define what your profit is
on specific services…

10. How to calculate profit
 In most business:
Gross income – (cost of goods + expenses)
= net profit
 In healthcare:
Reimbursement income – (cost of goods +
expenses) = net profit

11. STRENGTHS OF RELATIONSHIP
MARKETING
 Focus on providing value to customers.
 Emphasis on customer retention.
 it provides a better basis for achieving
Competitive advantage.
 Long-term customers may initiate free word of
mouth promotions.
 Long-term customers are less likely to switch to
competitors.
 Happier customers may lead to happier
employees

12. PROCESS
 Chart the service delivery system.
 Identify critical service issues.
 Set service standards for all aspects of service
delivery.
 Develop customer communication systems.
 Train employees on building and maintaining a good
relationship with clients.
 Monitor service standards, reward staff for
exceeding service levels.
 Each employee fully understands the importance of
quality and relationships in the marketing
philosophy.

13. RESEARCH METHODLOGY
Meaning of Research:
Research Methodology is a way to systematically solve the research problem .
RESEARCH DESIGN:
It is a major plan specifying the method and procedure for collecting and
analyzing the needed information. It is framework within which research will
be conducted.
It mainly includes following factors :
Means of obtaining the information.
Availability of time.
Availability of cost factor.
Skills of the researcher.
Sample size:
I interviewed 25 wholesalers & 25 retailers

14. RESEARCH OBJECTIVES
 To find out how organizations devise their
relationship strategies.
 To find out the foundations for successful
relationship marketing.
 To find out the correlation between
customer & relationship strategies.
 To find determine the benefits of long term
relationship for firms &customers.

15. SOURCES OF DATA COLLECTION
PRIMARY SOURCES:
 The primary sources will be
 Questionnaire through survey will be administered to
the company managers .
SECONDARY SOURCES:
 Website and books will be used for obtaining data.

16. DATA ANALYSIS
OR
INTERPERATION

17. QUESTIONER FOR COMPANY’S EMPLOYERS
Q-1. Does your organization believes is having long term
relationship with customers?
1) yes 2)no
Yes
No
INTETRPRETATION :
Above figure of the data tells about that 80%
employees are believes in long term relationship
with customers. But 20 % employees don’t believe in
long term relationship with customer

18. Que -2. What kind of incentive you provide to your
customer to have a relationship with him?
financial
 Financial incentive. incentive
 Social bonding. social
bonding
 Customization incentives.
customizati
 All of the above on incentive
 Any other. All of the
above
Any others
 INTETRPRETATION : Above figure of the data tells about
that company’s employs says that they provides 50%
customization incentives 30% they provides financial
incentives 10% provides social bonding to the customer

19. Que -3. “Customer is always right” do you agree?
1) always 2)some time 3) never
always
some thing
never
INTETRPRETATION : Above figure of the data tells about that
80% employs are says that customer is always right and 10%
customer some time right and other 10% customers are never right
believes in long term relationship with customers

20. Que-4. Does relationship management provide benefits to the
firm?
1) yes 2) no
Yes
No
INTETRPRETATION : Above figure of the data tells about
that 80% employees are says that relationship management
provides benefits to the firm and 20% employ says relationship
management doesn’t provide any benefits to the firm.

21. LIMITATIONS:
 Study has been restricted to Punjab & Haryana
 Only and findings may not be reflect the true picture of
users spread over entire nation.
 Sample size of 20 customer& 10 company’s employers
has been taken due to time constraints which may be
considered too small a sample to predict 100% results.
 Shortage of time is also reason for incomprehensiveness.
 The views of the customers & company’s employers are
biased therefore it doesn’t reflect true picture

22. CONCLUSION
The research was of customers & company’s
employers attitudes towards the relationship
marketing. Over all it was resulted in very interesting
a positive attitude. This research has shown that the
customers & company’s employers who are using the
service have a higher level of satisfaction after
consuming their needs. This research had shown that
the keen interest of customers & company’s
employers on this service of its good level, service.
More over they want to take another new service like
this in the future.
