关系销售原则与技巧（英文）.PPT

RelationshipMarketing,Playtherightgame!,1997BA7billionmarketvalueRyanair.7billion2002BA1.5billion(increasedprofit-reducedturnoverandmajorcost-cutting.Nodividend)Ryanair3.5billion(announceda71%increaseinprofit)BAisfocusingonefficiencyimprovements;RyanairongrowingthelowcostmodelintoEurope,TheStrategicPathway1,MarketChoices,MarketDefinitionMarketSegmentationMarketAttractivenessMarketPosition,MarketMissionCompetitiveDiffrentiation,TheValueProposition,MarketingAssetsandBrands,TheKeyRelationships,4CsCustomersCompetitorsCollaboratorsCo-Workers,1Piercy,N,(1997),Market-LedStrategicChange,ButterworthHeinemann,pp146-147,MarketingMixvRelationshipParadigms,FocusIndividualsalevtotalsalesoverlongtermMarketingisaboutDoingsthingstoCustomersvRelationshipBuildingGettingwhatyoumeasuresales/marketshare/overallcustomersatisfactionvretention/shareofcustomer/individualcustomersatisfactionInternalMarketingandMatrixWorkingLimitedvstrategicimportance,TheBrandLoyaltyBucket,BRANDLOYALTY-RELATIONSHIPMARKETING,MARKETINGMIXACTIVITY,RelationshipMarketingDefined,Marketingistoestablish,maintain,andenhancerelationshipswithcustomers,andotherpartners,ataprofit,sothattheobjectivesofthepartiesinvolvedaremet.Thisisachievedbyamutualexchangeandthefulfilmentofpromises.Gronroos,C.(1990),JournalofBusinessResearch,MiniExercise,Chooseastrongpersonalrelationship(family,team,group,boyfriendorgirlfriend)thatyouhaveanddescribeitsfeaturesDoanybrandscomeclose?Whatdoesthistellyou?,The3CoreComponentsofRelationshipMarketing,CustomerService,CustomerServicelevelforsegmentsbasedonmarketresearchintocustomersandcompetitors,TotalQualityin:-Process(designingoutfailurepoints)People(manginggapsinservicequality),QualitydetrminedfromcustomerperspectiveGMMastercard)iii.CustomerClubs(e.g.BuitonisPastaClub)iv.NetworkAlliances.7.UseDifferingmarketingmixesfordifferentrelationshiptypes.8.Developarelationshiplifecyclestrategy.-Re-launchrelationshipswhennecessary.9.Makeemployeesfirstcustomersofthebusiness-internalmarketing.10.Rewardbasedoncustomersatisfaction/loyalty,RMNetworkDiagram,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=+246810,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=,Supplier&AllianceMarkets,RecruitmentMarkets,InternalMarkets,InfluencerMarkets,ReferralMarkets,CustomerMarkets,New,Existing,A.Payne,(2000),MarketingManagement.ARelationshipMarketingPerspective,MacMillanPress.,HypotheticalRMNetworkDiagram-IdentifyingStrategicChange,2002-2006,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=+246810,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=,Supplier&AllianceMarkets,RecruitmentMarkets,InternalMarkets,InfluencerMarkets,ReferralMarkets,CustomerMarkets,New,Existing,2006,2002,InfluencerMarketforLboro.Uni.Students,=+=+=+=+=+,=+=+=+=+=+246810,=+=+=+=+=+,=+=+=+=+=+,=+=+=+=+=+,PastStudents,SportsAssociations/NationalTeams,In-HouseAdvocates(e.g.forMBAs),SchoolCareersAdvisers,QualityPress(e.g.TimesUniversityLeagueTables,A.Payne,(2000),MarketingManagement.ARelationshipMarketingPerspective,MacMillanPress.,ConsumerBrandRelationships*,ArrangedMarriagesHusbandadoptswifesshampooordeoderantCasualfriendshouseholdcleaningbrandsMarriageofConvenienceTescoOwnLabelCommittedPartnershipLavazzaCoffee,HellmansMayo.BestFriendshipTheGuardianKinshipsTetleyTeaReboundsCurrys-StuartWestmorelandsChildhoodfriendshipsNestlstinnedcream,LicoriceAllsortsCourtshipsFirstResort.TravelocityDependenciesTheSimpsons,TheGuardianFlingsNewCerealsEnmitiesOwnLabelShampoosSecretAffairsPotNoodlesEnslavementBT,AOL,OnDigital,*SusanFournier,(1998),ConsumersansdtheirBrands,JournalofConsumerResearch,PersonalBrandRe