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For Posting - ABM - Q3 - M2 - Relationship Marketing and Customer Service
For Posting - ABM - Q3 - M2 - Relationship Marketing and Customer Service
For Posting - ABM - Q3 - M2 - Relationship Marketing and Customer Service
Principles of
Marketing
Quarter 3 – Module 2:
Relationship Marketing and
Customer Service
Principles of Marketing – Grade 12
Quarter 3 – Module 1: Marketing Principles and Strategies
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Principles of
Marketing
Quarter 3rd – Module 2:
Relationship Marketing and
Customer Value
Introductory Message
For the facilitator:
As a facilitator, you are expected to orient the learners on how to
use this module. You also need to keep track of the learners' progress
while allowing them to manage their own learning at home.
Furthermore, you are expected to encourage and assist the learners as
they do the tasks included in the module.
ii
Let Us Learn
Let us join in the journey of understanding the basic principles
of Marketing as to its goals, and traditional and contemporary approaches
in marketing. The topics covered will give you an opening eye on the
importance of Marketing in the world of business and in our daily lives.
At the end of the module, the learners are expected to: ( Based on
MELCS )
a. define “relationship marketing; and
ABM_PM11-Ic-d-5
Let Us Try
Fill in the Blank: Write the correct answer in the space provided and
below are your options to answer the given items:
Set A Set B
Accountable Marketing Build brand identity
Basic Marketing Communicate often
Customer Value Face to face time
Partnership Marketing Free Information
Proactive Marketing Listen to your customers
Reactive Marketing Loyalty Rewards
Relationship Marketing Networking
Word of Mouth Special events
Set A
_______ 1. The salesperson will call the customers and solicit feedback if the
product bought meets customer’s expectation and it serves as an
avenue for product improvement.
_______ 2. The salesperson will just sell the product without customer
follow-up.
_______ 3. The company works continuously together with customers for
better delivery of customer value.
_______ 4. The salesperson makes encourage the customers to call if there
are questions to raise related to the product purchased.
_______ 5. The salesperson will call the customers and solicit feedback if the
product bought meets customer’s expectation and it serves as an
avenue for product improvement.
_______ 6. It is concentrated on developing programs related to customer
loyalty and long-term relationship with the customers and other
stakeholders.
_______ 7. The relationship between benefits and the costs, including money,
stress, and time to sacrifice that is necessary to get those
benefits.
_______ 8. The living testimony coming from the company’s satisfied
customer.
Set B
_______ 9. A direct personal interaction between the buyer and seller.
_______10. The company needs to organize activities to strengthen the
customers and other stakeholders (e.g. Stakeholders Night)
________11. The stronger the retention of brand in the mind of the market,
the higher advantage against company’s competitors.
_______12. It is part of the organization to create allies for better strong
connections in the business environment.
_______13. The company and the salesperson need to open for
communication for easy contacts between the seller and buyer.
_______14. Almost all the malls nationwide are applying a “Suki” cards in a
form of points.
_______15. The best salesman is somebody who has heart and ears to attend
the customers concerns.
\Let Us Study
In the previous module you were able to know the basic concept, goals
and approaches in marketing. The next lesson to know the relationship
marketing and explain the value of customer doing business.
The most challenging in part of the organization is to sustain the market
loyalty to the product or service offered to them. Considering the
uncontrollable changing mode and preferences of the market will think you
million folds of ideas about creativity in innovating possible strategies in the
4Ps of marketing (Product, Price, Promotion and Place).
For the organization to sustain in the dynamic pressures in the
marketplace, marketers should plan ahead to offer the best for their
customers, and it is evident now that customers does not only look for the
product that they wanted to buy but rather on the add-on services offered by
the organization.
Whatever changing preferences it is expected that marketers should
take the lead to develop marketing strategies that will enhance their customer
service because the feeder of the business are customers without them the
business is nothing.
Thus, organizations should embrace of the possible customer service
management program to let the market feel that they are part of the
company’s business by treating them as a partner. By doing it, relationship
marketing should take it as one of the organization’s top priorities.
https://searchcustomerexperience.techtarget.com/definition/relationship-
marketing
An effective relationship marketing requires an array of intersecting
strategies and technologies to nurture long-term relationship with the current
and future market.
Customer Value
Marketing creates, communicates, and delivers value to customers.
According to Serrano (2019) that relationship marketing includes craft
activities aiming to develop and manage trust among customers in a long-
term relationship between the company and customers.
There are different means that companies can track the customer
profile, buying pattern ad history of contacts are stored in a database as a
reference for scouting potential leads of future buyer of the product.
Levels
of
Customer
Operational Definition
Relationship
Basic
Reactive
Accountable
Proactive
Partnership
/Let Us Practice More
Venn Diagram: Analyze and compare the customer relationship
and customer value. Write your answer in a Venn diagram form. Below is
the rubric for scoring purposes.
Venn Diagram Rubric
Concepts being compared in the Venn Diagram:
Customer Relationship and Customer Value
Let Us Assess
MULTIPLE CHOICE: Choose the correct letter answer, write the
letter in the space provided.
_______ 6. The salesperson will call the customers and solicit feedback if the
product bought meets customer’s expectation and it serves as an
avenue for product improvement.
a. Accountable Marketing c. Partnership Marketing
b. Basic Marketing d. Proactive Marketing
e. Reactive Marketing
_______7. The company needs to organize activities to strengthen the
customers and other stakeholders (e.g. Stakeholders Night)
a. Listen to your customers c. Networking
b. Loyalty Rewards d. Special events
e. Word-of-Mouth
________ 8. The stronger the retention of brand in the mind of the market,
the higher advantage against company’s competitors.
a. Build brand identity c. Face-to-Face
b. Communicate often d. Free Information
e. Word-of-Mouth
_______ 9. It is concentrated on developing programs related to customer
loyalty and long-term relationship with the customers and other
stakeholders.
a. Customer Value c. Relationship Marketing
b. Customer Relationship Mktg. d. Special events
e. Testimony
_______10. Almost all the malls nationwide are applying a “Suki” cards in a
form of points.
a. Listen to your customers c. Networking
b. Loyalty Rewards d. Special events
e. Word-of-Mouth
_______11. A direct personal interaction between the buyer and seller.
a. Build brand identity c. Face-to-Face
b. Communicate often d. Free Information
e. Word-of-Mouth
_______12. The living testimony coming from the company’s satisfied
customer.
a. Customer Value c. Relationship Marketing
b. Customer Relationship Mktg. d. Showmanship
e. Word-of-Mouth
_______13. The company and the salesperson need to open for
communication for easy contacts between the seller and buyer.
a. Build brand identity c. Face-to-Face
b. Communicate often d. Free Information
e. Word-of-Mouth
_______14. It is part of the organization to create allies for better strong
connections in the business environment.
a. Listen to your customers c. Networking
b. Loyalty Rewards d. Special events
e. Word-of-Mouth
_______15. The relationship between benefits and the costs, including
money, stress, and time to sacrifice that is necessary to get those
benefits.
a. Customer Value c. Relationship Marketing
b. Customer Relationship Mktg. d. Testimony
e. Word-of-Mouth
Let Us Enhance
Ready carefully the questions, try to associate your answers in a real-
life situation/experience. Answer it briefly and be guided on the
rubric indicated below.
Rubric
Criteria 5 3 1 Score
Clarity The learner has able The learner has able The learner has no
to present the topic to present the topic clarity since it does
with strong clarity of with moderate not able to present
the discussion on clarity since some of the topic and totally
the given topic. the discussions does the discussion does
not closely match to not match on the
the given topic. given topic.
Justification The learner has The learner has The learner has no
strong justification moderate justification by not
by giving concrete justification by giving example/s
example/s to giving example/s that connects to
connect on the given that connect on the the given topic.
topic. given topic.
Realization The learner has The learner has The learner has
strong realization moderate realization poor realization by
through connecting through connecting not giving a
to real life situation. to real life situation connection to a
in a half-baked real-life situation
discussion.
2. Among the malls in Davao City, identify one (1) mall that needs to
improve their relationship marketing programs.
Let Us Reflect
The final note that will help you reflect on the given topic is briefly
present below.
customer a 15.
15. Listen to your c 14.
14. Loyalty rewards b 13.
often Partnership 8. e 12.
13. Communicate c 11.
Basic 7.
12. Networking b 10.
Accountable 6.
Identity c 9.
11. Build brand Reactive 5.
a 8.
10. Special Events Proactive 4.
d 7.
9. Face to face Expectations a 6.
8. Word of mouth 3. Customer b 5.
7. Customer Value Marketing c 4.
6. Relationship Mktg. 2. Relationship a 3.
5. Accountable Mktg. 1. Customer Value d 2.
4. Reactive Mktg. e 1.
3. Partnership Mktg. Answer
2. Basic Mktg. Answer
1. Proactive Mktg.
Set A
Answer
References
https://www.pdffiller.com/jsfillerdesk14/?requestHash=338820d1b6a303a
da62f7582fa23ef2f0eac6b4d565ec2c02af2a9ccafd3b8f2&projectId=661
505790#68e0d4a1009c45fac3349fcda615981e
https://dictionary.cambridge.org/us/dictionary/english/customer-
relationship
https://powerobjects.com/dynamics-365-for-marketing/9-relationship-
marketing-strategies-and-tools/
https://www.educba.com/what-is-relationship-marketing-its-strategies/
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