Transcript Relationship Marketing

Relationship Marketing
Case Study: Pacific Brands
What is relationship marketing?
Promotional and selling activities aimed at
developing and managing trusting and longterm relationships with larger customers.
Customer profile, buying patterns, and history
of contacts is maintained in a sales database,
and a service representative (also called
account executive) is assigned to one or more
major customers to fulfill their needs and
maintain the relationship.
What Purpose Does Relationship
Marketing Serve?
To build long-term relationships with customers
How Does it Work?
What Techniques are used?
It involves creating a high level of customer
satisfaction, value and service, thus ensuring
that customers will return to the business.
Relationship marketing is now used by many
businesses. Through the establishment of a
regular client base, businesses are able to
offer special packages , discounts and
promotional events.
What is The Benefit for a Business
to use Relationship Marketing?
Creating loyal customers will provide a constant
client base and are likely to refer the business
to friends and family.
Reference List
• Business Studies HSC Course Text Book
• Businessdictionary.com, viewed on 5-11-09