RELATIONSHIP MARKETING

BY

Amrinder
Tarun
Taran
Harpreet
2

 What is Relationship Marketing?

 Why Relationship Marketing?
 Are there any Benefits from RM?
 What are the Requisites for successful RM?
 Are there any challenges?

Relationship Marketing
 Relationship Marketing
3

 Strategic orientation, that focuses on keeping

current customers and improving relationships with
them.

 The focus is less on attraction, and more on

retention and enhancement of customer
relationships.

Relationship Marketing
 Stages in Relationship Marketing
4

Relationship Marketing
 Need for Relationship Marketing
5

Transactional Marketing Relationship Marketing

1. Single sale recruitment 1. Retention of customer

2. Product Features 2. Product benefits & systematic
solution
3. Short term 3. Long term Relationship
4. Little importance to Customer 4. Customer service taken as
service most important element
5. Communicate to persuade 5. Communicate to make sense
& meaning
6. Goal is to delight the customer
6. Goal is customer satisfaction
Relationship Marketing
 Benefits of Relationship Marketing
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Customers:

1. Receipt of greater value

2. Confidence benefits:
trust , confidence in provider, reduced anxiety

3. Social benefits:
familiarity, social support, personal relationships

4. Special treatment benefits:

special deals, price breaks

Relationship Marketing
 FIRMS:
1. Economic benefits:
increased revenues, reduced marketing and administrative costs

regular revenue stream

2. Customer behavior benefits:

strong word-of-mouth endorsements, customer voluntary performance

social benefits to other customers, mentors to other customers

3. Human resource management benefits:

easier jobs for employees, social benefits for employees

employee retention

7 Relationship Marketing
Change in approach to
customer relationship

To: Finding product that

are right for each customer

From: Finding a customer

that are right for each
product.
CUSTOMER RELATIONSHIP

Customer –
1. A person who buys on products or services from a shop on
business.
2. A person or thing of a specific kind that one has to deal with.

Relationship-
3. The way two or more people are connected or in a state of being
connected.
 The way in which two or more groups of people regard &
behave towards one another.
2. An emotional association between two people.
 Examples : –

• DOMINO’S PIZZA:-
If any person orders a
pizza , then domino’s
will deliver that pizza
within 30 min. of time ,
else the pizza will be
free of cost.
 EXAMPLE

 Many automobile
companies provide post
purchase services to their
customers , such as they
provide free 1st three services
to their customers .
 L.G Electronics:- If any
problem occurs in the LG
product, then they provide
service within 2 hr.
 Many retail stores such as PANTALOON,
WESTSIDE, LIFE-STYLE, etc provide post
purchase services to their customers , they provide
membership card to their customers. When there is
any sale in their stores they send invitation to their
customers.
 Example:-
 There are many Township companies such as
ANSAL, OMAXE etc which build the houses for all
categories of people, they maintain common data
base of their customer, & according to their budgets
they provide them with the houses.
 Example:-

 DELL allows his customers to directly

communicate with them. By this they come in close
touch with their customer & they can give full
customer satisfaction to their customers.
 CONTD…
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 DELL assigns sales and telephone

service representatives to individual
relationship customers, whereas
each sales representative is
dedicated to only one customer.
 The websites are customized
allowing all registered customers to
communicate faster with DELL, to
place orders online and to request
technical support 24 hours a day.
 Example:-

 ROLLS ROYCE manufacture there cars according to

their customers requirements .If their customer like the
wooden interior then they customize the car & wooden
interior is added in their cars ,if their customer needs any
other special features these are also added in the cars.
EXAMPLE OF SHELL
 SHELL

Shell has successfully positioned itself as the

preferred oil and gas company Leading the
field in its commitment to customer service,
quality of products, safety and environmental
protection.

PETROL
ENGINE OIL
DIESEL
CNG
OTHER PRODUCTS
 SHELL PRODUCTS

Shell Cares Customers

Use of Shell Rimula
R1 Multi can result
in lower fuel
consumption

Gifts
 SHELL

After sale services

Car wash service

 SOCIAL SOCIETY

Shell Cares Customers

Shell Social Investment team in has

set up a Disaster Relief Donation
Fund to support the flood relief
efforts.
SOCIAL SOCIETY

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