Transcript Client Relationship Marketing

Client Relationship Marketing
Revision Guide
Assessment Criteria
and the unit objectives
• Knowledge and Understanding
– analyse the size, scope and structure of the
sponsorship, corporate hospitality, licensing,
conferences and events markets, and their role
in business to business relationship marketing
• Analysis and evaluation
– acquire a range of theoretical tools to analyse
and manage inter-organisational relationships
• Application
– Develop the skills and expertise needed to
initiate, develop and retain relationships with
corporate clients
• Presentation and organisation
– present a logical and structured argument
Honours Level
• consolidate and extend a systematic and
coherent body of knowledge
• develop and design novel solutions based on
sound criteria and judgment
• Operate in complex and unpredictable
contexts demanding selection and application
from a wide range of techniques.
• Demonstrate clear self-management and
personal organisation skills
Last year’s exam case-study
Agents
Equipment
Makers
End-users
Main issues facing Strainstall
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Confused brand identity
ad-hoc advertising
low ranking web-site
no evaluation of marketing activities
inactive or poorly informed agents
poor sales and customer support systems
no strategy for new product development
A range of theoretical viewpoints
• Business to Business Marketing
• Inter-organisational relationships
– channels, value chains, networks, systems
– alliances, VMS, out-sourcing
• Relationship Marketing
• Personal Selling
• Key Account Management
Evaluate the usefulness of these perspectives in
understanding and managing relationships
Developing relationships through
• Account Management
• Customer contact management
• Integrated Marketing Communications
• Internet marketing
• Experiential Marketing
Role in B2B? One-to-one v one-to-many?
High touch or hi-tech contact?
Relationship building tools
Other
Stakeholders
Influencers
Media
MICE
Companies
Sponsorship
Corporate
Hospitality
Business
Customers
Events
Employees
Agencies
Consumers
Objectives and evaluation
Company priority
Marketing
Communications
Sales
Contact
Relationships
Intelligence
Gathering
What skills does each require?
Client priority?
Current Issues in the sector
sponsorship/corporate events/MICE
• Effectiveness and evaluation
• Impacts
• Ethics
• Increased professionalism
• Consolidation
• Widening markets - suppliers and clients
The format
You get the case study two weeks in advance
and can bring in notes analysing the case.
The questions will ask how you would deal
with the issues facing the company.
We will practice on the Strainstall case first
week of next term. Please read and think
about it before you come.