Relationship Marketing Strategy and implementation

416 Relationship Marketing

that companies have different strengths – or weaknesses – in each of
the three. The argument we make here is that each of these three
generic strategies needs to be supported by an appropriate rela-
tional strategy for each of the six markets.

Developing a six market strategy

In Chapter 1 the idea of multiple market domains was examined in
depth and what we have called the Six Markets model was devel-
oped. Whilst a strong position in each of these markets should be
the aim of any business, it is suggested that the precise emphasis on
each of the six should reflect the chosen underlying generic strategy.
Diagrammatically, the chosen Six Markets strategy is conve-
niently displayed by use of a ‘spidergram’.^10 The spidergram sum-
marizes, using arbitrary scales, the emphasis placed (or desired to
be placed) on each of the six markets; Figure 6.5 gives an example.

2

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10

2

4

6

8

10

(^246810)
2
4
6
8
10
2
4
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(^108642)
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New Existing
Customer
Markets
Referral
Markets
Supplier
Markets
Recruitment
Markets
Influence
Markets
Internal
Markets
Figure 6.5 Present and desired emphasis on relationship markets.