Relationship Marketing
(Levitt)

ナレッジセンター

   

構成と顧客間の造りの継続関係。 セオドアLevittのRelationship Marketingの説明。 (「83)

目次

  1. 要約
  2. フォーラム
  3. ベストプラクティス
  4. Expert Tips
  5. リソース
  6. 印字

Relationship Marketingは何であるか。 記述

Relationship Marketingは構成と顧客の間にあるべきである継続関係を強調するアプローチである。 それはカスタマーサービスおよび質と消費者との一連のトランザクションを開発する重要性を強調する。 専門用語は1983年にセオドアLevittによって最初に記述されていた。


Relationship Marketingのアプローチの起源。 歴史

既に1980年に、b.シュナイダーは書いた: 意外である何が顧客の保持のよりプロダクトそしてサービスに顧客を引き付ける研究者およびビジネスマンが方法にずっと多くを集中したことである。 1983年にLevittは書いた: トランザクションの増加する大きく、割合では、関係は実際に販売へのそれに続く激化させる。 これはバイヤーの販売人の選択の次に中央要因になる。

Relationship MarketingはBusiness Process Reengineeringに強くつながる。 このリエンジニアリング理論に従って、組織は完全な仕事およびプロセスに従って構成されるべきである。 よりもむしろ作用する。


Relationship Marketingの使用法。 適用

関係のマーケティングおよび従来のトランザクション用のマーケティングは相互独立的相互独立的でないし、対立に互いに必ずしもない。 Relationship Marketingは次の情況か状態でより適するかもしれない:

  • 高価なプロダクトかサービス。
  • 工業製品。
  • プロダクトは一般的なの商品でない。
  • 切換えの費用は高い。
  • 顧客は連続的な関係を好む。
  • 生産段階に顧客介入がある。 見なさい: Co-Creation

Relationship Marketingプロセスのステップ

  1. サービス伝達システム図表にしなさい。 システムの各部分のための基準を、特に「遭遇指す」置きなさい。
  2. 重大なサービス問題を識別しなさい。
  3. サービス配達のすべての面のためのサービス基準を置きなさい。
  4. 顧客の通信システムを開発しなさい。
  5. 建物および顧客とのよい関係を維持することの従業員を訓練しなさい。
  6. サービス基準、サービス・レベル、正しい標準以下のサービス・レベルを超過するための報酬のスタッフを監視しなさい。
  7. 各従業員が十分にマーケティングの哲学の質そして関係の重要性を理解することを確認しなさい。

Relationship Marketingの強さ。 利点

  • 顧客へ価値を提供することの焦点。
  • 顧客の保持の重点。
  • 方法はマーケティング、サービスおよび質への統合されたアプローチである。 従ってそれは競合上の優位性を達成するためによりよい基礎を提供する。
  • 複数の企業の調査は既存の顧客を保つ費用が新しい顧客を得る費用のちょうど一部分であることを示す。 そう頻繁にそれは既存の顧客にもっと注意を払う経済的な意味を成している。
  • 長期的な顧客は自由な口伝えの昇進および紹介を始めることができる。
  • 長期的な顧客は競争相手に転換してがより少なく本当らしい。 これは競争相手が市場を書き入れることをより困難にする。
  • より幸せな顧客はより幸せな従業員に導くことができる。

Relationship Marketingの限定は模倣する。 不利な点

Relationship Marketingは次の情況でより少なく適切である:

  • 比較的低い価値プロダクトかサービス。
  • 消費者製品。
  • 一般的なの商品。
  • 切換えの費用は低い。
  • 顧客は関係に単一トランザクションを好む。
  • /低く生産の顧客介入。

本: セオドアLevitt -マーケティングの想像-


Relationship Marketing フォーラム
  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 特別興味グループ


特別興味グループ

Relationship Marketing 教育とイベント


トレーニング、セミナー、イベントを見出す


ベストプラクティス - Relationship Marketing プレミアム
  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 プレミアム
 

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
 
 

リソース - Relationship Marketing プレミアム
 

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もっと

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Relationship Marketingをと比較した: Customer Relationship Management  |  marketing mix  |  Extended Marketing Mix  |  SERVQUAL  |  Benchmarking  |  Customer Satisfaction model  |  Total Quality Management  |  Quality Function Deployment


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