Relationship Marketing Strategy and implementation
146 Relationship Marketing Table 2.6.5a Statement of expenditure for years ending March 1991–96 (£’000s) 1991 1992 1993 1994 199 ...
The customer market domain: Managing relationships with buyers 147 The statements of income and expenditure account in Tables 2. ...
148 Relationship Marketing ●to reflect the RSPB’s positioning and personality ●to achieve an acceptable return on investment. It ...
Trading. Retail, Mail Order (catalogues), Members’ Group sales and catering are brought together to maximize income from trading ...
National Promotion. Their aim is to recruit members with a tight cost per member budget. To achieve this target recruitment info ...
The customer market domain: Managing relationships with buyers 151 The first step was to encourage non-members to become members ...
their whole estate to the RSPB upon their death. Hurst and Rothwell realized that the pyramid was useful for describing the memb ...
●They have been members for the shortest time and support many other charities. 4 RSPB Enthusiasts (26 per cent) ●Those interest ...
154 Relationship Marketing main focus – the birds. This reflects the fact that the majority of the mem- bership are primarily in ...
The customer market domain: Managing relationships with buyers 155 Table 2.6.6 Marketing costs analysis 1996, an analysis of rec ...
156 Relationship Marketing via a television advertisement the average cost is almost £40 per member. If the membership fee for a ...
The customer market domain: Managing relationships with buyers 157 The membership, research also initiated many questions about ...
158 Relationship Marketing The membership experience At present, membership subscription fees vary according to the member- ship ...
Both Hurst and Rothwell were becoming increasingly aware of what they called ‘charity fatigue’. Indeed, within the charity indus ...
Of the five segments, Basic Birds and Basic Birds Plus have initially been identified as priority segments for new memberships b ...
The ‘Supplier’ and ‘Alliance’ markets or market domains are the focal point of this chapter. Whilst it may sometimes seem semant ...
●Supplier markets. Suppliers or vendors are the providers of physical resources to the business. Sometimes these resources will ...
capability to control the value chain from synthetic fibres to finished garments. Now, the emphasis is upon virtual integration, ...
products and Honda with a platform for developing its European business. On the other hand, suppliers have usually been thought ...
and alliance relationships, in particular the trend towards strategic outsourcing and supply chain management. It also examines ...
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