Relationship Marketing Strategy and implementation

market domain. Most of these can be conveniently grouped as cate-
gories or under subheadings, as shown in this figure. This list has
been developed from experiences in analysing the influence
markets of over 20 organizations. It represents many, but by no
means all, of the possible groups; in fact, each time we examine
several further organizations, one or two additional groups are
often identified. In the future we will develop more detailed listings
of groups and create more developed classifications of them.
We have suggested above that the influence market domain is a
particularly diverse one. However, several of the categories shown

238 Relationship Marketing

FINANCIAL & INVESTOR GROUPS

●broker analysts

●institutional analysts

●portfolio managers

●individual investors

●institutional investors

●credit rating agencies

●the Stock Exchange

UNIONS

●union groups

●unofficial groups

INDUSTRY BODIES

●Chamber of Commerce

●Bankers’ Association

●other trade bodies

REGULATORY BODIES

●central bank (e.g. Bank of England)

●securities regulators

●environmental agencies

●health and safety agencies

●ombudsman

BUSINESS PRESS & MEDIA

●trade press

●national press

●business press

●consumer media & evaluator

USER & EVALUATOR GROUPS

●customer-initiated user groups

●company-organized user groups

●industry surveys

●testing authorities

ENVIRONMENTAL GROUPS

●environmentalists

●consumer groups

POLITICAL & GOVERNMENT

●central government

●local authorities

●specific government department, e.g.

• Department of Trade & Industry


• Federal Drug Administration
  ●MPs
  ●lobbyists

COMPETITORS

●existing competitors

●potential competitors

Figure 4.3 Constituent groups in the influence market domain.