2007 pearson education canada1 marketing 11 chapter 1 lesson 3: relationship marketing p. 23-26
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2007 Pearson Education Canada2007 Pearson Education Canada 11
Marketing 11Marketing 11
Chapter 1 Chapter 1
Lesson 3: Lesson 3: Relationship MarketingRelationship Marketingp. 23-26p. 23-26
2007 Pearson Education Canada2007 Pearson Education Canada 22
Relationship Marketing Relationship Marketing ModelModel
Suppliers Producer Wholesaler Retailer Consumer
Common needs and joint objectives are established
Each stakeholder is a partner in a long-term relationship
Teamwork and cooperation replace conflict and competition
Investment in technology required
2007 Pearson Education Canada2007 Pearson Education Canada 33
CRMCRM Customer Relationship Customer Relationship
ManagementManagement– Entire channel of distribution works Entire channel of distribution works
together to the benefit of everyonetogether to the benefit of everyone– Each member along the chain must Each member along the chain must
maintain a relationship with the maintain a relationship with the othersothers
2007 Pearson Education Canada2007 Pearson Education Canada 44
Corporate CultureCorporate Culture
““The values, norms, and practices The values, norms, and practices shared by all the employees of an shared by all the employees of an
organization.”organization.”
2007 Pearson Education Canada2007 Pearson Education Canada 55
Attracting vs. Attracting vs. Maintaining CustomersMaintaining Customers Traditionally, marketers have focused Traditionally, marketers have focused
on attracting new customers through on attracting new customers through the use of mass media.the use of mass media.– very expensivevery expensive
Relationship Marketing emphasizes a Relationship Marketing emphasizes a balance between attracting and balance between attracting and maintaining customers.maintaining customers.– Loyalty programsLoyalty programs– Customer satisfactionCustomer satisfaction
2007 Pearson Education Canada2007 Pearson Education Canada 66
Strategic AllianceStrategic Alliance
““A partnering process whereby two A partnering process whereby two firms combine their resources in a firms combine their resources in a marketing venture for the purpose marketing venture for the purpose of satisfying the customers they of satisfying the customers they
share.”share.”
2007 Pearson Education Canada2007 Pearson Education Canada 77
Strategic AllianceStrategic AllianceExamplesExamples Nissan + Toyota: Hybrid VehiclesNissan + Toyota: Hybrid Vehicles
– Same market, same customersSame market, same customers Laura Secord + Hallmark CardsLaura Secord + Hallmark Cards
– Different markets, same customersDifferent markets, same customers
AssignmentAssignment Read p. 23-26Read p. 23-26 Complete WSH 1.3Complete WSH 1.3 Study for the test tomorrowStudy for the test tomorrow
2007 Pearson Education Canada2007 Pearson Education Canada 88
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