Tema 6MK Si MG Relational

8/14/2019 Tema 6MK Si MG Relational

http://slidepdf.com/reader/full/tema-6mk-si-mg-relational 1/21

Tema 6

Marketing and ManagementRelaţional



Menţinerea Clienţilor

Stabilirea barierelor

pentru orientare

spre concurenţi

Implementarea

marketingului

relaţional



Căi de Dezvoltare

Atragerea consumatorilor noi Consumatorii efectivi cumpără în cantităţi

mai mari Consumatorii efectivi optează pentru valori

mai mari Reducerea pierderii clienţilor Eliminarea consumatorilor nerentabili Recâştigarea consumatorilor pierduţi



Motivele consumatorilor pentru

Loialitate

• Beneficiul încrederii • Beneficii sociale

• Beneficiul deservirii speciale



Beneficiile marketingului

relaţional

Oportunităţi pentru vânzări încrucişate

Rate înalte de menţinere a clienţilor

Reducerea costurilor de operare Timp îndelungat consumatorii cumpără în

cantităţi mai mari



Definiţia Marketingului

relaţional

“ MKR presupune stabilirea, menţinerea şi

dezvoltarea relaţiilor cu consumatorii şi

alţi parteneri, astfel încât să fie satisfăcute

cerinţele şi beneficiile părţilor implicate.

Acest fapt se realizează prin satisfacerea

reciprocă a promisiunilor .”



Figure 5.2 How much profit a customer generates over time



Figure 5.3 Why customers are more profitable over time



Being Appreciated

Unique to intangible services is the fact that the

customer is seldom aware of being served (well).

Customers usually don’t know what they’re getting until

they don’t get it. Customers will be aware of failure

and dissatisfaction, not satisfaction. Therefore it is

easy for competitors to capture your customers.



Being Appreciated

Once relationship is cemented, the seller has created

equity. To keep customers the seller must regularly

enhance relationship, else lose customers to a

competitor.

Strategies: periodic letters, phone calls to remind:

newsletters, regular visits, non business socialising.



Elementele Cheie a Relaţiei de

Succes

Încredere

Satisfacţia consumatorului

Beneficii reciproce (valoare)

Comunicare eficientă

Beneficii sociale

Relaţii de durată

T bl 5 2



Relationship

dimension

Low-context

cultures

High-context cultures

Personal relationships Relationships developedin relatively short timeframes

Relationships take a longtime to be established

Face-to-faceorientation

Less emphasis on face-to-face encounters

Stress involvement withpeople and being together for emotional exchange

Time orientation Emphasis the ordering of

events and scheduling

More time spent on

discussing issues and non-task information

Table 5.2 Socio-cultural traits likely to impact on buyer-

seller relationships in service settings

T bl 5 2 S i lt l t it lik l t i t b



Relationship

dimension

Low-context

cultures

High-context cultures

Communication Tends to be direct.

Clear statements of intentions and adherenceto formal scripts and

procedures

More emphasis on aindirect style of communication

Confrontationavoidance

Confrontation-solutionoriented strategies

Avoid confrontation andattempt to maintainharmony

Patterns of response More likely to contradictand reply in negative mode

Uncomfortable in giving adirect answer in thenegative form

Table 5.2 Socio-cultural traits likely to impact on buyer-

seller relationships in service settings (cont’d)



Other Key Factors

Switching costs (economic,psychological)

Service category

Attractive alternatives

Fig re 5 4 Stages of the relationship marketing



Prospect

Customer

Client

Advocate

Evangelist

Customer

ladderRelationship

commitment

Relationship marketing Relationship management

Stages (time)

Figure 5.4 Stages of the relationship marketing

and management process

Attract>Establish>Create>Develop>Maintain>Enhance>Retain



versus

versus

Data-Base Marketing

“Loyalty” Programs

Relationship Marketing

Customer value approach to



Customer value approach to

segmentation

Not all customer relationships are worthkeeping

Use segmentation to determine whichcustomers you wish to develop arelationship with

Figure 5 6 Customer profitability matrix



Figure 5.6 Customer profitability matrix

S i E l d C t



Service Employees and Customer

Relationship

Implications for human resource management» Retain loyal employees

» Career opportunities and job empowerment

» Hire employees with similar characteristics to thecustomers

» Create positions to match segments not products

Using IT

» CRM software can integrate call centres, billinginformation, and customer databases

Figure 5 7 Product mix for a professional service firm



Figure 5.7 Product mix for a professional service firm



Maxims for maintaining customer

relationships

„Relationship mentality‟ amongst employees Choose customer segments A continual strategy of building value in relationships Time & resources are required to build trust &

commitment Regular monitor your relationship efforts Provide accessible channels of communication Show appreciation to long-time customers

Stress importance of developing social bonds Match personnel to clients Front-line staff with appropriate interpersonal skills Train key employees

Tema 6MK Si MG Relational

Documents

Transcript of Tema 6MK Si MG Relational