Trading. Retail, Mail Order (catalogues), Members’ Group sales and catering are
brought together to maximize income from trading. The aim is to extract the
greatest potential from members and non-members alike. Suppliers are
recruited by competitive tendering, although some moves are being made to
appoint approved suppliers.
Database Marketing/National Recruitment. The RSPB’s computer systems are in
urgent need of upgrading and are considered obsolete. At the beginning of
1996, the database capability is restricted to relatively unsophisticated analysis.
The software cannot analyse defections or complaints raised by members,
although every complaint is personally dealt with.
The customer market domain: Managing relationships with buyers 149
RSPB
Marketing Dept
Marketing
Development
Database &
Ntl Recruitment
Corporate
Marketing
Regional
Marketing
Brands
Management
Market
Research
Trading
National
Promotion
Direct
Mail
Legacy
Marketing
The Living
The Dead
Figure 2.6.3 RSPB marketing department structure.