소개글
영국 버밍엄대학교 MBA과정중의 Marketing 과제물로 "관계마케팅과 전략적 마케팅 전략 구축 (Relationship Marketing and Strategic Marketing Planning Process"에 대한 이론적인 고찰
목차
1. Introduction
2. Relationship Marketing and Six Markets Model
3. Creating and Implementing Relationship Marketing Strategies
A. Creating Relationship Marketing Strategy
B. Implementing Relationship Marketing Strategy
4. The Planning Process of Relationship Marketing
A. The Relationship Management Chain
B. Orgazniational Issues
5. Conclusion
Bibliography
본문내용
Traditionally the role of marketing has been seen as a process of perceiving, understanding, stimulating and satisfying the needs of specially selected target markets by channeling an organization’s resources to meet those needs. (Christopher, 1991, p7) However, in the historical view, the focus had been on the creation of new customer rather than keeping the close relationship with existing customers. As the market has been getting competitive due to the excessive segmentation, and the suppliers has been able to provide the similar quality of products thanks to the development of technology, the companies has had to find out another solutions to differentiate their products and services from those of other competitors. In addition, making profit through the creation of new customers had not been efficient strategies because of the increasing customers’ demand and rapid change of purchase pattern. Therefore, the growth of company through the build of long-term relationship with current customers based on the ‘relationship marketing’ has been more emphasized than ever.
[Figure 1.1] The changing focus of marketing
Source: Christopher, Payne and Ballantyne (1991)
In this essay, I will introduce the definition of the relationship marketing using the six markets model, and explain how the relationship marketing is developed and integrated into the overall marketing strategy, and implemented into actual business to deliver customer value.
참고 자료
Christopher, Payne and Ballantyne, Relationship Marketing, (1991), Butterworth Heinemann, Oxford
Peck H., Payne A., Christopher M. and Clark, M., (1999), Relationship Marketing: Strategy and Implementation, Butterworth-Heinemann, Oxford
Wikipedia (2005), [online]
Available from http://en.wikipedia.org/wiki/Relationship marketing
(Accessed 2005-11-25)
Treacy, M. And Wiersema, F. (1995), The discipline of Market Leaders, HarperCollins, London
Cranfield School of Management, (2000), Marketing Management: A Relationship Marketing Perspective, Macmillan Business
Drummond G. & Ensor, J., (1999), Strategic Marketing: Planning and Control, Butterworth Heinemann, Oxford