Relationship Marketing Strategy and implementation

Chapter 6 Creating and implementing relationship marketing strategies Supplier & Alliance Market Plan Customer Market Plan R ...

Introduction Strategy is the art of creating value. It provides the intellectual frame- works, conceptual models and governing i ...

The Relationship Marketing philosophy that is now emerging is grounded on the tenet that as long as customers and consumers con- ...

Creating and implementing relationship marketing strategies 409 Whilst individual businesses will need to redefine these process ...

serviced. Customer service is defined here as the totality of all the encounters between a supplier and a customer that together ...

Creating and implementing relationship marketing strategies 411 for creating additional value for those customers through custom ...

cant. Customers differ widely in their requirements for delivery service, in their ordering patterns and, indeed, in the product ...

Creating and implementing relationship marketing strategies 413 tailored solutions for their own specific buying ‘problems’. In ...

414 Relationship Marketing quently ‘personalized’ – usually through last-minute configuration from generic modules or subassembl ...

tomized and tailored offer. These customers present an opportunity for classic retention strategies through loyalty schemes, rew ...

416 Relationship Marketing that companies have different strengths – or weaknesses – in each of the three. The argument we make ...

We have found it helpful to divide the customer market into two: existing customers and new customers. It is possible to make a ...

features that we now take for granted in today’s motor car, for example, are supplier originated. Closely related to the focus o ...

Creating and implementing relationship marketing strategies 419 marketing within the business – issues which will be considered ...

420 Relationship Marketing strengths; however, true relationship strategies begin not with the concept of a bundle of features o ...

Defining the value proposition Value, in the sense most widely used in marketing, is customer spe- cific and essentially subject ...

we refer not only to the physical delivery of products or the presen- tation of services, but also to the marketing channels emp ...

panies might monitor brand awareness or attitudes and usage every month, but fail to pay equal attention to such vital performan ...

424 Relationship Marketing The management of marketing has become a much more general function for the total business, led by th ...

Creating and implementing relationship marketing strategies 425 From Market to major customer segments Serve customers well Prod ...