Transcript Relationship marketing

Relationship marketing
Relationship marketing refers to a
long-term and mutually beneficial
arrangement wherein both the buyer
and seller focus on value
enhancement with the goal of
providing a more satisfying exchange
Relationship marketing is the
process of attracting,
maintaining, and enhancing
relationships with key people
Developed from direct response
marketing campaigns conducted in
the 1970s and 1980s which
emphasizes customer retention and
satisfaction, rather than a dominant
focus on point-of-sale transactions.
Supplier Partnerships
Goods
Suppliers
Services
Suppliers
Business
Units
Competitors
Focal
Firm
Employees
Nonprofit
Organizations
Functional
Departments
Internal
Partnerships
Latera
Partnership
Government
Intermediate
Customers
Ultimate
Customers
Buyer Partnerships
Green marketing
Refers to the process of selling
products/services based on their
environmental benefits.such a product
may be environment friendly in itself
of produced or packaged in
environment friendly way.
Successful green marketing
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Being genuine
Educate customers
Giving customers an opportunity to
participate
Examples
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For example, Nike is the first among the shoe
companies to market itself as green. It is marketing its
Air Jordan shoes as environment-friendly, as it has
significantly reduced the usage of harmful glue
adhesives
Wal Mart unveiled its first recyclable cloth shopping bag.
IKEA started charging consumers when they opted for
plastic bags and encouraged people to shop using its
"Big Blue Bag".
instead of marketing an imported mango juice in India it
can be licensed for local production.
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We even see the names of retail outlets like "Reliance
Fresh", Fresh@Namdhari Fresh and Desi, which while
selling fresh vegetables and fruits, transmit an innate
communication of green marketing.
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The Surf Excel detergent which saves water (advertised
with the message—"do bucket paani roz bachana") and
the energy-saving LG consumers durables
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. In India, the green building movement, spearheaded
by the Confederation of Indian industry (CII) - Godrej
Green business Center, has gained tremendous impetus
over the last few years. From 20,000 sq ft in 2003,
India's green building footprint is now over 25 million sq
ft.
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Coca-Cola, which has invested in various recycling
activities. Walt Disney World in Florida, US, has an
extensive waste management program and
infrastructure in place.
Indian Tobacco Company has introduced
environmental-friendly papers and boards, which
are free of elemental chlorine.
Toyota is trying to push gas/electric hybrid
technology into much of its product line. It is
also making the single largest R&D investment in
the every-elusive hydrogen car and promoting
itself as the first eco-friendly car company.
International business machines Corporation
(IBM) has revealed a portfolio of green retail
store technologies and services to help retailers
improve energy efficiency in their IT operations
Benefits
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It ensures sustained long-term growth
along with profitability.
It saves money in the long run, thought
initially the cost is more.
 It helps companies market their
products and services keeping the
environment aspects in mind.
 It helps in accessing the new markets
and enjoying competitive advantage.
 Most of the employees also feel proud
and responsible to be working for an
environmentally responsible company.
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Ways to greenness
Adopt new technology/process or
modify existing technology/process so
as to reduce environmental impact.
 Establish a management and control
system that will lead to the adherence
of stringent environmental safety
norms.
 Using more environment-friendly raw
materials at the production stage itself.
 Explore possibilities of recycling of the
used products so that it can be used to
offer similar or other benefits with less
wastage.
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CYBERMARKETING
3 Components of E-commerce
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B(intranet transactions)
B to B
B to C
Benefits
To sellers
 Access to all markets
 Scope for unimpeded,
constraints-free growth
 Scope for enhancing
customer value and
customer service
 Help build relationship
with the customer
 Help reduce costs
 Enhance productivity of
salespeople
 Enables the marketer
adjust to marketing
conditions easily
To customers
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Convenience
 Scope for informed
and competitive
buying
 The power equation
shifts in favour of the
customer
Four Stages of E-Commerce
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1. Evaluation and understanding
2. Strategy formulation
3. Technology implementation
4. Business Management
I. Evaluation and Understanding
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Expanded definition and meaning of internet
commerce
EDI perspective and its evolution to the Web
Business-to-business versus business-toconsumer characteristics
key business drivers
key technology drivers
challenges and issues and how to address
them
II. Strategy Formulation
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1. Positioning electronic commerce within
the organization
2. Dealing with the new value chain and its
implications
3. Executing on key strategy actions
4. Uncovering new types of intermediary
functions and businesses.
II. Strategy Formulation
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5. Creating new virtual marketplaces
6. Understanding the evolution of wired
consumer requirements
7. Knowing the ideal characteristics of
consumer-based electronic commerce
III. Technology Implementation
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IT strategy
IT architecture for Internet commerce
Internet computing, Intranets and Extranets
IT/Internet technology trends
IV. Business Management
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Management issues
Management principals
Business value and measures for electronic
commerce
Four-Dimensional Strategy
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1. Marketing to your existing customers
2. Giving your customers service and support
3. Marketing to your prospective customers
4. Integrating cybermarketing with your
conventional marketing plan
Growth web marketing
worldwide
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Growth in volume of business done on the
net
Enlargement in the range of products
marketed
Growth in internet subscriber base
Limitations
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All products do not lend equally well for
web marketing
Costs involved are not inconsequential
Profitability is questionable
Problems web marketing faces in
India
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Legal/regulatory problems
Infrastructural problems
Commercial problems
Other problems
Cyber marketing Tactics
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1. Building brand awareness and loyalty
2. Direct response promotions
3. Market education
4. Product demonstration and distribution
5. Public relations/press relations
6. Research and product development
7. Service and support