There are millions of internet users that daily access different websites using a variety of tools like computers, laptops, tablet and smart or android phone devices, and the number of internet users are increasing very rapidly. Notes lecture kmv model relationship marketing studocu. Relationship marketing key concepts several researchers have studied relationship marketing key concepts in the 1990s, which gives result of a list of multiple elements abbad, 2007. Relationship marketing is attracting, maintaining and enhancing customer relationships. Part of the lecture notes in electrical engineering book series lnee, volume 349. Lecture notes entrepreneurial sales sloan school of. Marketing and sales people have many opportunities to influence customer purchase decisions by the way making smooth relationship with the customer. Learning objectives ii cognitive and intellectual skills think critically gather, analyse and utilize research and marketing information practicalprofessional skills research, interpret and evaluate current marketing theories and apply in an organisational setting be aware of the importance of marketing in creating customer and shareholder value. Introduction to relationship marketing meaning and important. Introduction to relationship marketing meaning and.
Companies today need to implement more sophisticated ways. View notes lecture 3 relationship marketing customer loyalty. Customer relationship management is based on a rigorous segmentation analysis. Research objectives to find out how organizations devise their relationship strategies. Customer relationship management crm is a management approach that seeks to create, develop and enhance relationships with carefully targeted customers in order. The market is noisy, industry competition is at the peak of its cutthroat. Marketing is getting the right goods and services to the right people at the right places at the right time at the right price with the right.
The best relationship marketing going on today is technology driven. It essentially represents a paradigm shift within marketing away from a transaction focus toward a retentionrelationship focus. He notes that the primary relationship focus of a company is on. Customer relationship management notes mba pdf download. The explanatory foundations of relationship marketing theory. In section a there will be 10 short answer questions of 2. Marketing is the process by which an organization relates creatively, productively and profitably to the market place. E marketing is referred to those strategies and techniques which utilized online ways to reach target customers. Jan 15, 2018 what is customer relationship marketing. Marketing is the art of creating and satisfying customers at a profit. Apr 27, 2012 relationship marketing or relationshipmanagement is a philosophy of doingbusiness, a strategic orientation that focuseson keeping and improving currentcustomers rather than on acquiring newcustomer. It is designed to achieve specific marketing goals. Database modeling and design electrical engineering and.
Mmm national council of educational research and training. The main aim of relationship marketing can be described as building longlasting and mutually beneficial relationships with customers. Unique features not found in other international marketing chapters or books. We plan to demonstrate that while relationship focus in the postindustrial era is a clear paradigm shift from the exchange focus of the industrial era, it is really a rebirth of marketing practices of. Role of relationship marketing in competitive marketing strategy. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways. From transactionbased marketing to relationship marketing transactionbased marketing simple exchanges relationship marketing lifetime value of a customer. It is reflected in all of the marketing disciplines including branding, advertisements, promotions, public relations as well as through all sales channels and networks through which the company reaches out to the markets and. Emarketing advantages and disadvantages of emarketing. Create a customer strategy before implementing crm. By taking a closer look at the di sciplinary roots of rm, the analysis also gives it a more theoretical content. It allows companies to gather customer data swiftly, identify the most valuable customers over. Marketing notes 16relationship marketing handout free download as word doc.
Introduction to marketing and marketbased management. Relationship marketing involves creating, maintaining and enhancing longterm relationships with individual customers for mutual benefits. Customer relationship management kenyatta university. Relationship marketing key concepts as relationship value. Lecture notes services marketing management, lecture 17. The rise of relationship marketing was closely linked to the growth of the service sector. Pelton is an awardwinning teacher and researcher in the college of business administration at the university of north texas. Mar 11, 2015 hi guys, i am sharing with you this excellent ebook on internet marketing management in pdf format.
Relationship management, customer relationship marketing. Advanced financial management pdf notes book starts with the topics introduction and perspectives on retailing, store security, parking space problem at retail centre, store record and. Web marketing services, lecture notes in computer science. Relationship marketing is a considered to be a core corporate philosophy on which the business strategy is built upon. Relationship marketing is based on creating a mutually benefi cial exchange between business partners.
Some people believe that marketing is same as shopping. Lecture notes marketing plan marketing bmkt studocu. Researchand ict in market research marketing notesmarketing notes why marketing strategy is necessary. Learning objectives i knowledge and understanding concepts, paradigms and processes of marketing strategic marketing theories, models and concepts organisationwide nature of marketing. Managing relationship with the customers has been of importance since last many. Every human interaction and transaction is built around relationships. This often requires personal communication with the customer. Kmv model lecture notes kmv model nature of relationship marketing forms of relationship.
Scribd is the worlds largest social reading and publishing site. Define strategic management and its four key attributes define. Also relationships are built on future promises as much as on past behavior. Loyalty marketing has always focused on the fact that retaining and improving business with current consumers costs less than acquiring new customers. At the other extreme, in market with few customers and high profit margins, most sellers move towards partnership marketing. Relationship an association among two or more entities occurrence instance of a relationship is the collective instances of the related entities. Marketing designed to create,maintain, and enhance strongrelationships with customersand other stakeholders. Certainly, relationship marketing era still has its place in nowadays marketing.
Customer relationship management is this booklet right for you. Mba service marketing notes pdf download mba 4th sem study. Pdf relationship marketing represents a concept that has been disputed in the last. If you want to understand how to better meet your clients needs, this booklet is for you. Internet marketing management ebook,lecture notes,pdf. Principles of public relations lecture notes chapter 1. Discuss, share and download free lecture notes, ebooks, handouts, study guides for mbapgdm marketing specialization. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. Inside any company, a large number of activities are carried out by big groups of individuals, spread across multiple departments e. Relationship marketing has evolved as a marketing strategy as well as the foundation on. The scales person simply sells the product reacting marketing. Digital printing, with its high speed personalizing capabilities, is a logical choice for advertisers wishing to pursue this strategy.
From transactionbased marketing to relationship marketing transactionbased marketing simple exchanges relationship marketing lifetime value of a customer converting new customers to advocates 11. Ppt lecture free download as powerpoint presentation. Several authors have tried to gather some of these concepts in a conceptual model. Relationship marketing relationship marketing relationship. Measuring customer relationship marketing outcomes in the greek. Integrated marketing communication strategy 2 marketing communication mix or promotion mix products design products price products package stores that sell the product 3 the changing communications environment two factors are changing the face of todays marketing communications. Dr peltons principal research interests include marketing channels, relationship marketing and international distribution. Customer relationship management crm is to create a competitive advantage by being the best at understanding, communicating, delivering, and developing existing customer relationships, in addition to creating and keeping new customers.
Listening to the customer through research, chapter 7. Mba retail management notes pdf rm notes smartzworld. Palmatier notes that these kinds of programs are more effective in estab lishing and maintaining longterm customer relationships than financially ori ented. Relationship marketing theory notes that collaborative relationships require considerable transfers of technology and knowledge. Relationship marketing marketing sensei jeffrey heilbrunn.
Pdf new perspectives in relationship marketing conceptualization. Hi guys, i am sharing with you this excellent ebook on internet marketing management in pdf format. Role of relationship marketing in competitive marketing. Principles of marketing notes, summaries and exams studocu.
Word market has been widely and variedly used to mean a a place or a. Crm cannot be implemented without conducting segmentation analyses and determining marketing goals. Production, sales, marketing, purchase, human resources, administration, inventory stock, it systems, accounts etc. Lesson 7 relationship marketing lesson 8 network and cyber marketing. Relationship marketing situations are far from perfect. Related to the above, marketing is also a strategy and entails an understanding of the environment the organisation is operating in. The sales persons sell the product and encourage the customer to call if heshe has any comments, question or complaints.
Although marketing has always been a part of business, its importance has varied greatly over the years. Module 1 the scope and challenge of international marketing 11 1. Browse our product catalogue and lecturer resources. There will be three sections of the question paper. Most companies practice only basic marketing when their target markets contain many customers and their unit profit margins are small. Giving learners equal access to the information and tools they need at no extra cost gives them the best opportunity to engage and progress. The following table identifies five eras in the history of marketing. Here you can download the free lecture notes of advanced financial management notes pdf afm notes pdf materials with multiple file links to download. Ict in market research and ict in market researchand ict in market research marketing notesmarketing notes e marketing emarketing is the process of marketing a brand using the internet. A marketing strategy is an integrated set of choices about how we will create and capture value, over long periods of time.
This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. Customer relationship management has to be focused on aligning the business processes with customer strategies employed by the firm. Onetoone marketing and relationship marketing is to make it easier for the manufacturer to do business. Whenever they go out for shopping of certain products or services, they describe it as marketing. This booklet is designed to help small and medium business owners understand the basics of customer relationship management crm and, more specifically, how the internet can help you implement crm in your business. Mba service marketing notes pdf download mba 4th sem. Any university student can download given mba services marketing notes and study material or you can buy mba 4th sem services marketing books at amazon also. There are some other people who confuse marketing with selling and feel that marketing activity starts. Course notes strategic analysis lecture 2 chapter 1 business models vision, mission, values learning objectives. Feb 26, 2014 relationship marketing follow up, follow up, follow up 9. The word market comes from the latin word marcatus which means merchandise or trade or a place where business is conducted. Customer relationship management this booklet is designed to help small and medium business. Acquisition pattern analysis for customer relationship management paas, 2009. Marketing notes 16relationship marketing handout sales.
I will also share the lecture notes on this subject. Principles of marketing lecture notes, lectures 1,3,4,7,8 lecture notes. The interactive network theory of industrial marketing views marketing as an interactive process in a context where relationship building is an area of primary concern for marketers. The term marketing has been described by different people in different ways. Relationship marketing follow up, follow up, follow up 9. Word market has been widely and variedly used to mean a a place or a building where commodities are bought and sold. According to shani and sujana 1992, relationship marketing is an integrated effort to identify, maintain and build up a network with individual consumers and to continuously strengthen the network for the mutual benefit of both sides, through interactive, individualized and valueadded. Enterprise resources planning erp have expanded the scope for relationship marketing since the mid1990s. In studying relationship marketing, both the transaction cost analysis and social exchange theory concepts can be used to explain and conceptualize relationshipmarketing paradigms. Customer retention, as a strategy, is founded on the ability to segment and differentially target current users to improve the value of the relationship for both seller and buyer. Here are your notes on customer relationship management. Entity relationship er modeling basic er modeling concepts entity a class of real world objects having common characteristics and properties about which we wish to record information. In studying relationship marketing, both the transaction cost analysis and social exchange theory concepts can be used to explain and conceptualize relationship marketing paradigms.
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