Marketing relationship is a form of marketing derived from express response marketing campaigns and is found to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organization’s growth. …
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Marketing relationship is a form of marketing derived from express response marketing campaigns and is found to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organization’s growth. Research has shown that profit-making organizations are in a constant competition with one another for new customers while still aiming to keep their current clientele. They are additionally reported to be competing with one another for market leadership with a constant aim of increasing earnings through customer satisfaction. For the foregoing reasons, organizations alike need to build long-term customer relationships for their sustenance. This calls for a need to develop an effective implementation strategy for establishing enduring relationships. This can be achieved through maintaining a functional customer relationship management (CRM), which aims at building strong long-term relationships between the supplier and customer (Gordon, 1999). This research paper therefore attempts to study any influence that marketing relationship has in building a long-term customer relationship. The first chapter of this paper introduces the research problem while the second chapter presents a review of the related literature followed by the methodology chapter. While chapter four presents the results of the study, chapter five subsequently discusses these results. Finally, chapter six highlights the conclusions and recommendations to the research findings. Table of Contents Page Running Head 1 Abstract 2 Table of contents 3 CHAPTER 1: Introduction 5 1.1. Overview 5 1.2. Background Information 5 1.3. Significance of the Study 6 1.4. Problem Statement and Research questions 6 1.5. Objectives of the study 7 1.6. Research design 7 1.7. Chapter Summary 8 CHAPTER 2: Literature review 9 2.1. Introduction 9 2.2. Historical Overview and Current Findings 9 2.3. Developing a long-term customer Relationship 12 2.4. Marketing Relationship Implementation 14 2.5. Importance of Building Relationship with Customer 15 2.6. Chapter Summary 16 CHAPTER 3: Research methodologies 18 3.1. Introduction 18 3.2. Area of study 18 3.3. Research design 19 3.4. Target population 19 3.5. Sampling technique 20 3.6. Data collection 20 3.7. Data analysis 20 3.8. Reliability of the research 21 3.9. Ethical considerations 21 4.0. Chapter Summary 21 CHAPTER 4: Results 22 4.1. Introduction 22 4.2. Characteristics of Participants 22 4. 3. Analysis of the four themes 23 4.3.1. Theme one 23 4.3.2. Theme two 24 4.3.3. Theme three 24 4.3.4. Theme four 25 4.4. Chapter Summary 26 CHAPTER 5: Discussions 28 5.1. Introduction 28 5.2. Discussion of the results 28 5.3. Practical implications of this study 30 5.4. Chapter Summary 32 CHAPTER 6: Conclusions and Recommendations 33 6.1. Introduction 33 6.2. Implications for Policy 33 6.3. Limitations of the Study 34 6.4. Recommendations for future research 34 6.5. Concluding remarks 35 6.6. Chapter summary 36 REFERENCES 37 APPENDICES 38 CHAPTER ONE INTRODUCTION 1.1. Overview Marketing relationship is a form of marketing derived from express response marketing campaigns and is found to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organization’s growth. In practice, marketing relationship is different from other forms of marketing because it recognizes long-term effects and/or importance of customer relationship (Buchanan & Gilles, 1990). Additionally, Gale & Chapman (1994) argue that marketing relationship goes beyond customer-supplier communication and encompasses invasive sales promotional messages to establishing long-lasting benefits for the entrepreneur and the customer. In the present age of globalization and information superhighway, marketing relationship is experiencing rapid evolution as witnessed by Kotler et al (1999). It is shown to be utilizing technology in opening more and more collaborative and social communication channels that create a more collaborative atmosphere. The current trend leans towards the use Information and Communications
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The aims and objectives of this research paper are to: identify the opportunities and challenges for virtual world marketing; determine how virtual worlds provide marketing managers with the opportunity for communicating with their customers and getting customers to engage in observed interactions and thus generate a co-productive marketplace for effective exchanges.
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The report includes the methods of relationship marketing as an important factor for generating revenue. The researcher will analyze the marketing strategy of the competitors and the opportunity for Tesco. The researcher will used various sources for obtaining information about relationship marketing and sources which will provide information about the competitors’ strategy and the current strategy of Tesco.
References 9. Appendices 1. Abstract: The purpose of this dissertation is to understand the Influence of Marketing on Brand Perception and for this the Case Study of Vodafone has been taken for analysis. Marketing plays an important role in creating brand perception of a firm.
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Currently, it is claimed that successful customer’s service can be reached in case different means of communication is used by the company. Face-to-face communication should be assisted by communication via email or telephone. In this case customer would have different options to satisfy his needs with the services provided by a certain company.
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In other terms, time for family affairs and reunion is quite short just as it is for leisure activities for individuals and families. Hence, leisure needs are not only accumulating but increase greatly whenever time is available. With reference to pre-school or early childhood development and education, time spent and activities shared with preschool children have quite great influences on their early learning and development.
The current dissertation aims to investigate Marks & Spencer’s relationship marketing strategies and evaluate customers’ attitudes towards it. Marks & Spencer have rebranded themselves with the new ‘Your M&S’ concept and have restyled their advertising campaigns (print, billboard & TV) with for example the successful Twiggy and friends adverts.