Customer Management - Relationship Foundation
Customer Management - Relationship Foundation
Customer Management - Relationship Foundation
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Kartei Details
Karten | 9 |
---|---|
Sprache | English |
Kategorie | BWL |
Stufe | Universität |
Erstellt / Aktualisiert | 10.03.2013 / 10.03.2013 |
Lizenzierung | Kein Urheberrechtsschutz (CC0) |
Weblink |
https://card2brain.ch/box/customer_management_relationship_foundation
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Einbinden |
<iframe src="https://card2brain.ch/box/customer_management_relationship_foundation/embed" width="780" height="150" scrolling="no" frameborder="0"></iframe>
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Paradigm Shift
Old Economiy -> New Economy
Goods -> Services
Transactions -> Relationships
Attracting Customers -> Retaining Customers
Product Focus -> Customer Focus
BRAND EQUITY -> CUSTOMER EQUITY
Properties of Relationship Marketing
"... all marketing acitivities directed toward establishing, developing, and maintaining successful relational exchanges."
- The Marketing MIx is the managerial tool to shape relationships
- Relationships are an enduring concept; they go through several developmental stages
- Relationships must be (or become) successful. Lack of success requires distint action (whcih may be positive or negative)
- Relationships can be established with various kinds of partners, potentially including not only ties with customers but also with collaborating or even competing firms
- A relationship is a mutual give and take between partners
Can every series of transactions be turned into a relationship?
Prerequisites to relationship marketing implementation
- Mututal recognition
- Knowledge between parties