Marketing Public Relations_Relationship Marketing
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Transcript of Marketing Public Relations_Relationship Marketing
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Relationship Marketing
Marketing Public Relations Yudhie Setiawan, M.Si
+Relationship marketing?
+Relationship marketing?
+Relationship marketing?
Marketing Public Relations
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Marketing Public Relations
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Marketing Public Relations
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Marketing Public Relations
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Marketing Public Relations
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Relationship Marketing
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follow up, follow up, follow up
+ From transaction-based marketing to relationship marketing…
+“4 Eras” of Marketing
+Building long term relationship is important…. But,
n We need to determine which consumers we want this relationship with!! n Target Market
n “Costly” Consumers:
n Difficult to attain
n Difficult to retain
+Customer Relationship Management (CRM)
The combination of strategies and tools that drive relationship programs, re-orientating the entire organization to a concentrated focus on satisfying customers
+ Strategies for Building Customer Relationships
n Affinity Programs n a marketing effort sponsored by an organization
that solicits responses from individuals who share common interests and activities
n Example: Credit Card ILUNI FEUI
+ Strategies for Building Customer Relationships
n Frequency Marketing n frequent-buyer or user marketing programs that
reward customers with cash, rebates, merchandise, or other premiums
n Examples: Garuda Frequent Flyer, Matahari Club Card
+ Strategies for Building Customer Relationships
n Database Marketing n software that analyzes marketing information,
then identifies and targets messages toward specific groups of potential customers.
n Examples: Telco operator (Telkomsel, Satelindo, etc)
+Strategies for Building B2B Relationships
n Strategic alliance n a partnership formed to create a competitive
advantage n These more formal long-term partnership
arrangements improved each partner supply-chain relationships and enhance flexibility
n Example: SkyTeam (Garuda with other airlines e.g. Etihad)
+Relationship Lifecycle
Customer relationship lifecycle
Baines, et al, 2011, p. 568
Five Different Levels of Relationships (I)
Ø Basic. The company salesperson sells the product, but does not follow up in any way.
Ø Reactive. The salesperson sells the product and encourages the customer to call whenever he or she has any questions or problems.
Ø Accountable. The salesperson calls to the customer a short time after the sale to check whether the product is meeting customer expectation.
Five Different Levels of Relationships (II)
Ø Proactive. The salesperson or other in the company phone the customer from time to time with suggestions about improved product use or helpful new product.
Ø Partnership. The company works continuously with the customer and with other customers to discover ways to deliver better value