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Akash C.M
Relationship Marketing
Akash C.Mathapati
Akash C.M
Remember Me ??
I'm the fellow who goes into a restaurant, sits down and patiently waits while the waitresses do everything but take my order. I'm the fellow who goes into a department store and stands quietly while the sales clerks finish their little chitchat. I'm the man who drives into a gasoline station and never blows his horn, but waits patiently while the attendant finishes reading his comic book.
"Yes, you might say, I'm a good guy. But do you know who else I am? I am the fellow who never comes back, and it amuses me to see you spending thousands of dollars every year to get me back into your store, when I was there in the first place, and all you had to do to keep me was to give me a little service; show me a little courtesy."
Source: From a Better Business Bureau bulletin submitted by An Arkansas Reader to Dear Abby
Akash C.M
RM Definition Attracting, maintaining and enhancing
customer relationship - Berry 1983 Relationship marketing: the process of
creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders
- Gummersson 1994
Activities directed towards establishing developing and maintaining successful relational exchanges
- Morgan and Hunt 1994
Akash C.M
It will reap greater rewards from long-lasting relationships with customers
Thailand says, It is going from excessive mass marketing to Relationship Marketing
Akash C.M
Transactional Vs Relationship Marketing
Transactional Marketing Relationship Marketing
Do the deal and disappear Negotiate a win-win sale situation and stay around, being a
resource for better result
Push price Promote value
Short-term thinking and acting Long-term thinking and acting
Building the business on deals Building the business on relationships
Getting new customers Keeping all customers and clients
No structure for on-going
business
Structure created to support business relationship; special
club and memberships for frequent users/buyers
Selling focused Relationship focused for results
Race for a sale result Swift, strong, safe and enduring in results through relationship building
After-sales support and service poor — seen as cost
After-sale support and service’ seen as an investment in the relationship
Product-service focused People expectations and perception focused
Rewards-incentive for’ doing deals’
Rewards incentives for maintaining and growing relationship and revenue
The deal is the end. Pursuit of deals.
The sale just the beginning. Pursuit of long-term relationship and result.
Akash C.M
Relationship Marketing Programs Literatures suggest 3 types of pgms
Continuity Marketing Programs One to One Marketing Partnering Programs
These different forms depends on whether they are meant for end customers, distributor customers or B-2-B customers
Akash C.M
Continuity Marketing Programs Majority of Co’s have developed this program Aims at retaining customers and increasing
loyalty Consumer in Mass Markets
Membership & loyalty card programs Distributor Customers
Continuous replenishment B-2-B
Preferred Customer Programs Single and Dual Sourcing Programs
Akash C.M
Source: www.mycokerewards.com
Akash C.M
Source:http://www.staplespreferred.ca
Akash C.M
One to One Marketing One to One or individual marketing is
grounded on account-based marketing Once this concept prevalent only in B2B Mass Market (dissemination of individualized
info) Online info & database of customers Info used to develop frequency, interactive and
after marketing programs to develop relation on high yielding customers
Distributors Customers Individual marketing pgms take the form of
customer business development
Akash C.M
conti.. B-2-B
Individual marketing has been in place for quite some time
Key Account Management (KAM)
Akash C.M
Partnering Programs This pgm involves partnering relationships
between customers & marketers to serve end-user needs
Mass Market Co-branding Affinity Partnering
Distributors Customers – Partnering pgms through Logistics partnering Cooperative marketing
Akash C.M
Amazon.com “IM Logistics will exclusively fulfill Amazon.com's desktop, notebook and related accessory sales, handling all the logistical pick, pack and ship functions on behalf of the e-tailer.”
Source: http://www.crn.com/news/channel-programs/18815408/ingram-micro-amazon-com-announce-exclusive-logistics-partnership.htm;jsessionid=pDR4TQ1lAxj2uuyVeqspAw**.ecappj01
Source: http://www.ingrammicro.com
Affinity Program:
A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities
Akash C.M
B-2-B Partnering pgms involve co-development and co-
marketing activity