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8. relationship marketing
Introduction
 According to American marketing association,”
 relationship marketing is marketing with the
 conscious aim to develop and manage long term
 relationship with customers, distributors or other
 parties in the marketing environment”.
5 E’s of Relationship marketing
 Effective
 Efficient
 Enjoyable
 Enthusiastic
 Ethical
Comparison of buyer and seller
when sale is first made
Seller                 Buyer
Objective achieved     Judgment postponed; applies test of time
Selling stops          Shopping continues
Focus goes elsewhere   Focus on purchase; wants affirmation that
                       expectations have been met
Tension released       Tension increased
Relationship reduced   Commitment made
Contrasting transactional and
relationship marketing
Transactional marketing                  Relationship marketing
Do the deal and disappear                Negotiate a win-win sale situation
Push price                               Promote value
Short term thinking and acting           Long term thinking and acting
Build the business on deals              On relationship
Getting new customers                    Keeping old customers and clients
No structure for ongoing business        Structure created to support relationship
Selling focused                          Relationship focused
Short term empathy                       Long term empathy
Incentive for doing deal                 Incentive for long term relationship
Foundation of sale telling and selling   Foundation of revenue trust
Race for a sale result                   Swift, strong and safe enduring in results
                                         through relationship building
Transactional marketing                Relationship marketing
Product- service focused               People expectation and perception focused
Reward incentives for doing deal       Rewards for maintaining relationship
The deal is end.                       The sale just the beginning
After sale service poor-seen as cost   After sale service seen as investment
Application of relationship
marketing
 The three types of customers identified are:
(I) The lost-for-good customers
(II) The always-a-share customer
(III) The intermediate type
THE LOST FOR GOOD CUSTOMER
 The lost for good customer makes a series of purchases
 over time, faces high costs in switching to a new
 supplier, and views the commitment to a particular
 supplier as relatively permanent. The buyer adopts this
 position because switching cost is very high. For
 example airlines are unlikely to change lightly the type
 of aircraft which they purchase.
The always a share customer
 At the other end of the customer behavior spectrum,
 lies the always a share customer who purchases
 regularly, has loyalty to a particular supplier, and can
 switch easily from one vendor to another.
The intermediate type
 Most of the customer belong to this category. Wide
 range of factors like: the characteristics of the product,
 category , the customers pattern of product usage and
 the actions of the customer and the supplier affect the
 relationship. Such relationship are more applicable for
 organisational buyers than consumer products, where
 regular buying is a norm.

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8. relationship marketing

  • 2. Introduction  According to American marketing association,” relationship marketing is marketing with the conscious aim to develop and manage long term relationship with customers, distributors or other parties in the marketing environment”.
  • 3. 5 E’s of Relationship marketing  Effective  Efficient  Enjoyable  Enthusiastic  Ethical
  • 4. Comparison of buyer and seller when sale is first made Seller Buyer Objective achieved Judgment postponed; applies test of time Selling stops Shopping continues Focus goes elsewhere Focus on purchase; wants affirmation that expectations have been met Tension released Tension increased Relationship reduced Commitment made
  • 5. Contrasting transactional and relationship marketing Transactional marketing Relationship marketing Do the deal and disappear Negotiate a win-win sale situation Push price Promote value Short term thinking and acting Long term thinking and acting Build the business on deals On relationship Getting new customers Keeping old customers and clients No structure for ongoing business Structure created to support relationship Selling focused Relationship focused Short term empathy Long term empathy Incentive for doing deal Incentive for long term relationship Foundation of sale telling and selling Foundation of revenue trust Race for a sale result Swift, strong and safe enduring in results through relationship building
  • 6. Transactional marketing Relationship marketing Product- service focused People expectation and perception focused Reward incentives for doing deal Rewards for maintaining relationship The deal is end. The sale just the beginning After sale service poor-seen as cost After sale service seen as investment
  • 7. Application of relationship marketing  The three types of customers identified are: (I) The lost-for-good customers (II) The always-a-share customer (III) The intermediate type
  • 8. THE LOST FOR GOOD CUSTOMER  The lost for good customer makes a series of purchases over time, faces high costs in switching to a new supplier, and views the commitment to a particular supplier as relatively permanent. The buyer adopts this position because switching cost is very high. For example airlines are unlikely to change lightly the type of aircraft which they purchase.
  • 9. The always a share customer  At the other end of the customer behavior spectrum, lies the always a share customer who purchases regularly, has loyalty to a particular supplier, and can switch easily from one vendor to another.
  • 10. The intermediate type  Most of the customer belong to this category. Wide range of factors like: the characteristics of the product, category , the customers pattern of product usage and the actions of the customer and the supplier affect the relationship. Such relationship are more applicable for organisational buyers than consumer products, where regular buying is a norm.