3. GROUP MEMBERS
NAMES ROLL NO
o DEEPAK NIRAL 68
o JAGDISH PRADHAN 127
o NAVEED MULLA 92
o NAMIRAH SHAIKH 122
o AFREEN SHAIKH 106
4. 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
ACCORDING TO
KOTLER
DEFINITION
Relationship marketing is based on interaction within networks
of relationships.
Relationship marketing seen as relationship networks and
interactions
ACCORDING TO :- EVERT
GUMMESSON
5. RM VS TRANSACTIONAL MARKETING
Relationship marketing uses methods to develop
long term relationship with customer in order to
retain and develop a healthy relationship with their
customer.
Transactional marketing is focusing all of its
marketing efforts on attracting customer for one
off sale.
6. CUSTOMER RELATIONSHIP MARKETING
Customer relationship marketing is the values and
strategies of relationship marketing with particular
emphasis on customer relationship turned into practical
application.
CUSTOMER LIFETIME VALUE
Losing an existing customer means losing the entire
revenue stream that customer represents not just that
single encounter or sale.
7. CUSTOMER LOYALITY AND SATISFACTION
Highly satisfied customer
Less price sensitive customer
More likely to talk favourably about product
customer
More likely to refer products to others customer
Remain loyal for long customer
8.
9.
10. 5 LEVELS OF RELATIONSHIP MARKETING
1) Basic marketing
2) Reactive marketing
3) Accountable marketing
4) Proactive marketing
5) Partnership marketing
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.
11. 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.
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.
12. Partnership Marketing :- The company works
continuously with its large customers to improve its
performance.
13. 1) Supplier
2) Distributors
3) End users
4) Employees
5) Financial firms
6) Government
7) Media
8) Allies
9) Competitors
10) General public
15. Product
More products are customized to the customers’
preferences.
New products are developed and designed cooperatively with
suppliers and distributors.
Price
The company will set a price based on the relationship
with the customer and the bundle of features and services
ordered by the customer.
Place
RM favours more direct marketing to the customer, thus
reducing the role of middlemen.
Promotion
RM favours more integrated marketing communications
to deliver the same promise and image to the customer.
16. WHY RM IS IMPORTANT ?
It costs five times as much to attract a new customer as it
does to keep a current one satisfied .
Like wise it is easier to deliver additional products and
services to an existing customer than to a first time
buyer.‖
17. CONCLUSION
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.
