Relevance and Usage of Relationship-Based Marketing

Résumé du document

Relationship designs the connection between two people. The link resolves from interaction they have, from how they behave with each other. A relationship can be friendly, romantic, between co-workers. Marketing designs the management process through which goods and services move from concept to the customer. It includes the coordination of price, products, place and promotion. It includes market research and advertising.

Extraits

[...] Conclusion In conclusion, relationship-based marketing is essential in a business. Indeed, you can have the best Customer Relationship Management system, but if you do not connect directly to your customers, and connect with emotions with them, you will have many difficulties to create loyalty. The risk is that they would not trust you, they would not feel listened and taken into account. The customers must get the impression, the feeling that the product and or services offered were made specifically for them. [...]

[...] Relevance and Usage of Relationship-Based Marketing Relationship designs the connection between two people. The link resolves from interaction they have, from how they behave with each other. A relationship can be friendly, romantic, between co-workers. Marketing designs the management process through which goods and services move from concept to the customer. It includes the coordination of price, products, place and promotion. It includes market research and advertising. “Relationship based marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. [...]

[...] To create a relation of trust, the reciprocal must be true. The customer needs to know about the company. Transparency is very important to create a relation of trust. We all remember the Volkswagen emission scandal in 2015, when Volkswagen lied to all his customers by intentionally trafficking his cars to get them to pass the pollution control whereas they should not have without the trick. Consequently, they lost the trust of their customer and this is something very complex to get back. [...]

[...] The vendor can ask why he decided to buy this product or service, which will allow the company to understand the customer profile, to develop a better communication with him. If the customer buys online, he can fill in a survey, the website can let him the possibility to organize the items by category or in accordance with what he likes or dislike. The aspect of communication between the company and the customer is essential in the relationship-based marketing strategy. [...]

[...] Whereas, it is a game only young people play, it is addressed to the student more than people who are working. The ad says, “If you do not understand this gesture, it probably means that you are too old to profit from this discount.” By doing this, customers and potential customers concerned by this discount will feel special and listened. They will pay attention to the advertisement. They will think that the advertisement was designed and released especially for them. [...]