Relationship Marketing
(Levitt)

Centro di Conoscenza

   

Sviluppare continue relazioni fra l'organizzazione ed i suoi clienti. Spiegazione del Relationship Marketing di Theodore Levitt. ('83)

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  2. Forum
  3. Migliori Pratiche
  4. Expert Tips
  5. Risorse
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Che cosa è il Relationship Marketing? Descrizione

Il Relationship Marketing è un metodo che dà risalto alle continue relazioni che dovrebbero esistere fra l'organizzazione ed i suoi clienti. Dà risalto all'importanza del customer service, della qualità e dello sviluppo di una serie di transazioni con i consumatori. La terminologia è stata descritta inizialmente da Theodore Levitt nel 1983.


Origine del metodo di Relationship Marketing. Storia

Già nel 1980, B. Schneider ha scritto: Quello che sorprende è che i ricercatori e gli uomini d'affari si sono concentrati molto di più su come attrarre i clienti ad acquistare prodotti e servizi pittosto che su come conservare i clienti. Nel 1983 Levitt ha scritto: In una grande porzione di transazioni, il rapporto si intensifica realmente, conseguentemente alla vendita. Ciò si trasformerà in un fattore centrale nella scelta del buyer riguardo al venditore da cui acquistare la prossima volta.

Il Relationship Marketing è fortemente collegato alla Riprogettazione del Processo di Business. Secondo questa teoria di riprogettazione, le organizzazioni dovrebbero essere strutturate secondo le mansioni ed i processi completi. Piuttosto che secondo le funzioni.


Uso del Relationship Marketing. Applicazioni

Il Relationship marketing ed il tradizionale marketing transazionale non si escludono reciprocamente e non sono necessariamente in conflitto tra loro. Relationship Marketing può essere più adatto nelle seguenti circostanze o situazioni:

  • Prodotti o servizi di gran valore.
  • Prodotti industriali.
  • I prodotti che non sono commodities.
  • Alti costi di commutazione [switching costs].
  • I clienti preferiscono un rapporto continuo.
  • C'è la partecipazione del cliente nella fase di produzione. Vedi: Co-Creation Prahalad Ramaswamy.

Fasi nel processo del Relationship Marketing

  1. Progettare il sistema di erogazione del servizio. Regolare gli standard per ogni parte del sistema, particolarmente nei “punti di incontro„.
  2. Identificare le questioni critiche del servizio.
  3. Regolare gli standard di servizio per tutte le funzioni della fornitura del servizio.
  4. Sviluppare sistemi di comunicazione al cliente.
  5. Formare gli impiegati sulla costruzione e il mantenimento di buoni rapporti con i clienti.
  6. Controllare gli standard di servizio, ricompensare il personale quando eccede i livelli di servizio, correggere i livelli di servizio inferiori alla media.
  7. Assicurarsi che ogni impiegato abbia capito completamente l'importanza della qualità e dei rapporti nella filosofia della vendita.

Punti di Forza del Relationship Marketing. Benefici

  • Concentrato nel fornire valore ai clienti.
  • Enfasi sulla ritenzione del cliente.
  • L'approccio è un metodo integrato al marketing, al servizio ed alla qualità. Di conseguenza fornisce una base migliore per realizzare il Vantaggio Competitivo.
  • Gli studi in parecchi settori mostrano che i costi per mantenere un cliente esistente sono solo una minima frazione dei costi necessari per acquisirne uno nuovo. Spesso quindi ha un certo significato economico prestare più attenzione ai clienti esistenti.
  • I clienti storici possono iniziare a fare passaparola, promozioni e riferimenti.
  • I clienti storici è meno probabile che passino alla concorrenza. Ciò rende più difficile per i concorrenti accedere al mercato.
  • Clienti più felici portano impiegati più felici.

Limitazioni del modello del Relationship Marketing. Svantaggi

Relationship Marketing è meno adatto nelle seguenti circostanze:

  • Prodotti o servizi di valore relativamente basso.
  • Prodotti di consumo.
  • Commodities.
  • I costi di commutazione sono bassi.
  • I clienti preferiscono una singola transazione rispetto a rapporti duraturi.
  • Nessuna/bassa partecipazione del cliente nella produzione.

Referenza Bibliografica: Theodore Levitt - The Marketing Imagination -


Relationship Marketing Forum
  What's Behind Relationship Marketing and CRM...
The basic principle of relationship marketing and customer relationship management is that firms benefit more from maintaining long-term customer relationships than short-term customer relationships (Reinartz & Kumar, 2000).
In the 21st c...
     
 
  Internal (Relationship) Marketing
As you may know, internal marketing was first presented by Berry and co. (1976) and then by other researchers such as George (1977) and Thompson and co. (1978)
However, there is, as yet, no clear agreement about the strategic concept o...
     
 
  What are 'Business Relationships'?
What differences do customers perceive between personal relationships and business relationships? Do they even think of their interactions with businesses as 'relationships'?...
     
 
  What is International Relationship Marketing (IRM)?
International Relationship Marketing means relationship marketing in international context. It covers all actions for the analysis, planning, realisation, and control of measures that initiate, stabilise, intensify, and reactivate business relationsh...
     
 
  Relationship Marketing in Banking
Relationship marketing is extensively practiced in banks focusing on high earners who can afford the extra charges for the special services....
     
 
  Relationship Marketing as Part of your Strategy and Tactics
A practical approach is the "Group Merchant/Distributor Board Meeting".
Phase 1: We invited CEO's with their spouses (approx 50 people) for an event weekend. Friday - social program with all. Saturday morning - presentation of our mission...
     
 
  Relationship Marketing Strategies in Retail
What type of relationship marketing strategies are useful for retailers to increase their sales?...
     
 
  Relationship Management and The Creative Industries
Does anyone know of Relationship Marketing works being used in the 'Creative Industries', particually The Music Industry? I cant seem to make this model work in my head or on paper....
     
 
  The ART of Relationship Marketing
When the marketers have used science to develop a market for the product, the front line sales personel uses the ART of selling to ensure that benefits are relayed to consumer using the POINT-TELL-PAINT technique. POINT out a feature of the product, ...
     
 
  Is Relationship Marketing a New Paradigm
Is relationship marketing an addendum to the traditional marketing mix elements, or is it a new paradigm altogether?...
     
 
  Relationship Marketing and Customer Loyalty
One of the important objectives of relationship marketing strategies is to satisfy the customers and thereby building a strong customer base. It will help to reduce the customer defection rate....
     
 
  Relationship Marketing Should be a Systematic Approach
Implementing a customer relationship program or as you refer to it in your article as "Developing Customer Communication Systems" is a key factor in making relationship marketing work in your business.

A random approach to relationship ma...
     
 
  Relationship Marketing Critics
‘Relationship marketing is attacked by consumer groups because the system favors the more loyal customer or higher spending individual over other customers.
Have companies truly understood aspects of the future potential value of customers, what...
     
 
  Relationship Marketing Levels
What are the levels of relationship marketing?...
     
 
  Selling is transforming a LEAD into a DEAL
Sale is all about identifying the LEAD and converting them into a DEAL.
A LEAD can be converted into a DEAL:
L - Locate the Prospect
E - Educate him
A - Answer his questions
D - Decide the sale.
...
     
 
  Increasing sales by relationship marketing
How does one increase sales in a Biometric company by using modern theories in relation marketing?...
     
 
  It`s all about Relations
Relationships marketing is about relations, how you relate to customers, it`s about Customer Experience and providing products and services that are valued by the customers. So how do we know what is valued: we need to listen and refocus; it`s about ...
     
 
  Relationship Marketing and Perception
A very important element to remember when building relations is perception.
Both needs and wants are based on perception, and these are individual ways of seeing things. Every customer may have his/her own perception of reality and he/she...
     
 
  What is Relationship Marketing? Definition
Relationship marketing is a form of marketing that evolved from direct response marketing in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. ...
     
 
  Relationship Marketing Focus
One of the major points Relationship Marketing must focus on is after sales services. A lot depends on it maintain the relationship between the company and its consumers....
     
 

Relationship Marketing Special Interest Group


Special Interest Group

Relationship Marketing Corsi & Eventi


Corsi, Seminari ed Eventi


Migliori Pratiche - Relationship Marketing Premium
  Relationship Management in Chinese Culture: Guanxi (关系)
The Chinese are acclaimed to be the masters of building Guanxi (关系) (it means "connections" or "relationships" in Chinese), sometimes by ourselves, unfortunately there is an obvious misunderstanding of the concept in Chinese culture an...
     
 

Expert Tips (ENG) - Relationship Marketing Premium
 

Pitfalls of Traditional Relationship Marketing

About 50 percent of leading brands' buyers change preferences regarding their favorite brand every year. This reveals huge improvement opportunities b...
Usage (application): Relationship Marketing Implementation / Improvement
 
 
 

The Old versus the New View on Relationship Marketing

Here is a point by point comparison:
   
 
 

Six Causes of Relationship Marketing problems

Researchers Deb Rapacz and Martin Reilly identified the following six paradigms as the  
 
 

Factors for Corporate Credibility

Strong bonds and relationships between organizations and customers depend on their perceived credibility. Corporate Credibility refers to the extent t...
Usage (application): Establishing Trust
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember there's an R in it... The R of "Relationship".
Actually, customers (want to) have many different ...
Usage (application): CRM, Relation Marketing, Branding
 
 
 

Branding In Relationship Marketing

In an article, Deb Rapacz and Martin Reilly invite marketers to adopt relationship marketing as an integrated strategic approach to marketing.
Th...
Usage (application): Linking the Brand
 
 
 

Definitions of Relationship Marketing

Since its first description by Levitt, Relationship Marketing has been defined in many different ways. Here follows a brief historical excursus of def...
Usage (application): Teaching Relationship Marketing
 
 
 

Customer Retention

In the game between Defensive Marketing and Offensive Marketing, the core of Relation Marketing is located at Customer Retention. Customer retention e...
Usage (application): Relationship Marketing
 
 
 

Use of Permission Marketing

Permission Marketing, the practice of marketing to consumers only after gaining their express permission, is a method organizations can use to ...
Usage (application): Building Customer Loyalty
 
 

Risorse - Relationship Marketing Premium
 

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Paragonare a Relationship Marketing: Customer Relationship Management  |  Marketing Mix  |  Extended Marketing Mix  |  SERVQUAL  |  Benchmarking  |  Modello di Soddisfazione del Cliente  |  Total Quality Management  |  Quality Function Deployment


Ritornare alla Disciplina di Gestione: Vendita  |  Supply Chain & Quality


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