7-1

BUILDING CUSTOMER RELATIONSHIPS

 7-2

Transaction Marketing is best

suited for commodities
&
relationship marketing to services
 7-3

Relationship Marketing
 is a philosophy of doing business, a strategic orientation,
that focuses on keeping current customers and improving
relationships with them

 does not necessarily emphasize acquiring new customers

 is usually cheaper (for the firm)

 keeping a current customer costs less than attracting a new one

 thus, the focus is less on attraction, and more on retention

and enhancement of customer relationships
 7-4

The “Bucket Theory of Marketing”

 7-5

Customer Goals of Relationship Marketing

 The 80/20 customer pyramid
7-6

, ŝŐŚĞƐƚ
- ^ĞŐŵĞŶƚƐƐƉĞŶĚŵŽƌĞŽǀ ĞƌƚŝŵĞ
- ŽƐƚůĞƐƐƚŽ ŵĂŝŶƚĂŝŶ
D ŽƐƚƉƌŽĨŝƚĂďůĞ
- ^ƉƌĞĂĚƉŽƐŝƚŝǀ Ğǁ ŽƌĚ -ŽĨ-ŵŽƵƚŚ
ĐƵƐƚŽŵĞƌƐ;ϮϬй Ϳ
WƌŽĨŝƚĂďŝůŝƚLJ

ŚĂƌĂĐƚĞƌŝƐƚŝĐƐ
K ƚŚĞƌĐƵƐƚŽŵĞƌƐ;ϴϬй Ϳ

- ŽƐƚƚŝŵĞ͕ ĞĨĨŽƌƚĂŶĚΨ
- ŽĞƐŶŽƚƉƌŽǀ ŝĚĞƚŚĞƌĞƚƵƌŶ
>Žǁ ĞƐƚ - ŝĨĨŝĐƵůƚƚŽĚŽďƵƐŝŶĞƐƐǁ ŝƚŚ

Figure 7.4 (Source: Adapted from Zeithhaml and Bitnen, 2000)

 7-7

The Customer Pyramid

 7-8

Relationship Development Model