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New paradigm examines relationship marketing
1. “ EXAMINATION OF A NEW PARADIGM” RELATIONSHIP MARKETING AMARNATH.K
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3. OLD IS GETTING CHANGED..!! OLD IS NOT MORE GOLD Marketing for many years has been based on the management of demand, for example, by advertising and promotion, and the management of price to stimulate demand, or by developing new and different products appealing to different segments of the market at different price points. THIS INTERACTION BETWEEN SUPPLY AND DEMAND IS NO-LONGER ADEQUATE.
4. THIS HUNT FOR NEW CUSTOMERS IS DIFFICULT! WHY BECAUSE? Of the changing pattern of the demand in keeping with the rise in the service based industries and a fall in the consumers and industrial sectors. THE WORLD IS GETTING SMALLER AND SMALLER AND PEOPLE HAVE SO MANY ALTERNATIVES TO CHOOSE FROM IN THIS NEW COMPETITIVE ENVIORNMENT…………. So services theses days play an important role in the whole process of product offering.
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9. THE MARKETING STRATEGY CONTINUUM-SOME IMPLICATIONS Consumer packaged Goods Consumer durables industrial Goods Services The product continuum Internal marktg of substantial strategic importance to success Internal marktg of no or limited importance to success The role of Internal marketing Interface of substantial strategic importance Interface of no or limited strategic importance Interdependency between marketing, operations and personnel Real-time customer feedback system Adhoc customer satisfaction surveys Customer Information system Managing the customer base(Direct approach) Monitoring market share(Indirect approach) Measurement of customer satisfaction Quality of interactions(Functional quality dimension )grows in importance and may become dominant. Quality of output( technical quality dimension is dominant) Dominating quality dimension Less sensitive Customers tends to be more sensitive to price Price Elasticity Interactive marketing Supported by marketing mix activities) Marketing Mix Dominating Marketing Function Long term focus Short term focus Time perspective Relationship Marketing Transaction Marketing The Strategy continuum
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13. TRANSACTIONAL MARKETING RELATIONSHIP MARKETING INDEPENDENCE AND CHOICE MUTUAL INTERDEPENDENCE COMPETITION AND CONFLICT MUTUAL COOPERATION AXIOMS OF TRANSACTIONAL AND RELATIONSHIP MARKETING
19. VARIOUS TYPES OF RELATIONSHIP MARKETING PROGRAMS PREVALENT AMONG DIFFERENT TYPES OF CUSTOMERS Institutional Buyers (B2B) Distributors/Resellers Individual customers Joint marketing and co-development Co-operative marketing Co-branding Co-marketing/ Partnering Key account management and co-development Customer business development Data warehousing and data mining Individual marketing Special supply arrangements E.g.-JIT,MRP Continuous Replenishment Loyalty programs Continuity marketing CUSTOMER TYPES PROGRAM TYPES
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