Relationship Marketing [관계마케팅]
(Levitt)

지식 센터

   

기업과 고객간의 지속적인 관계 구축. 관계마케팅의 설명. ('83)

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

관계마케팅이란 무엇인가? 기술

기업과 고객사에에 지속적인 관계가 존재해야 된다는 것을 강조하는 접근방식이다. 관계마케팅은 고객서비스 및 품질, 그리고 고객과의 거래를 발전시키는 것의 중요성을 강조한다. 관계마케팅이란 용어는 1983년에 Theodore Levitt이 처음으로 사용하였다.


관계마케팅 접근의 유래. 역사

1980년에 B. Schneider 놀라운 것은 연구자와 사업가들은 고객을 보유하는 것보다는 제품과 서비스에 고객을 어떻게 끌어모으는가에 훨씬 많은 집중을 하고 있다고 하였다. 1983년에 Levitt는 고객과의 거래가 증가되고 확대되는 상황에서 관계는 판매후에 강화된다고 하였다. 그리고 이것은 다음 번에 구매자가 판매자를 선택하는데 있어 중심이 되는 요인이 된다고 하였다.

Relationship Marketing [관계마케팅]는 Business Process Reengineering [BPR, 사업재구축]에 강하게 연결된다. 리엔지니어링 이론에 따르면 조직은 완전한 과제와 프로세스에 따라서 구축되어야 한다. 기능에 따라 구축되는 것은 바람직하지 않다.


관계마케팅의 활용. 응용

관계마케팅과 전통적인 거래마케팅(transactional marketing)은 상호배타적인 것이 아니며 반드시 상충될 필요가 있는 것은 아니다. 관계마케팅은 다음과 같은 환경 및 상황에서 좀 더 적합할 수 있다.

관계마케팅 프로세스 단계

  1. 서비스 전달 시스템을 도표화한다. 시스템의 각 부분 특히 고객과의 접촉점(encounter points)에 대한 표준을 설정한다.
  2. 중요한 서비스의 이슈를 확인한다.
  3. 서비스 제공의 모든 측면에 대한 서비스 표준규격을 설정한다.
  4. 고객과의 커뮤니케이션 시스템을 개발한다.
  5. 고객과의 좋은 관계를 구축하고 유지하는 것과 관련된 직원 훈련을 실시한다.
  6. 서비스 표준을 모니터하고, 서비스 수준을 넘어서는 직원에 대한 보상하고, 수준이하의 서비스는 수정한다.
  7. 모든 직원이 마케팅 철학의 품질과 관계의 중요성을 완전히 이해하도록 한다.

관계마케팅의 강점. 이점

  • 고객에게 대한 가치제공에 초점.
  • 고객의 보유를 강조.
  • 관계마케팅은 마케팅, 서비스 그리고 품질에 대한 통합적인 접근방식이다. 그러므로 그것은 Competitive Advantage [경쟁우위] 달성을 더 나은 기초를 제공한다.
  • 몇몇 산업에 대한 연구결과 기존 고객을 유지하는 비용은 단지 새로운 고객을 획득하는 비용의 일부에 지나지 않는 것으로 나타났다. 따라서 기존 고객에 더 많은 관심을 갖는 것이 경제적으로 의미가 있은 것이다.
  • 장기고객은 자유로운 구전효과 및 추천을 할 수도 있다.
  • 장기고객은 경쟁자로의 전환가능성이 적다. 이것이 경쟁자가 시장에 진입하는 것을 어렵게 하는 것이다.
  • 고객이 행복해질수록 직원들도 행복할 것이다.

관계마케팅의 한계. 단점

관계마케팅은 다음 상황에는 적절하지 않다.

  • 비교적 저가의 제품 또는 서비스.
  • 소비재.
  • 일반적인 상품.
  • 교체비용이 낮은 경우.
  • 고객이 일회성 거래를 선호할 경우.
  • 제품 생산에 고객의 개입이 없거나 낮은 경우.

참고도서: Theodore Levitt - The Marketing Imagination -


관계마케팅 포럼
  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....
     
 

관계마케팅 시그(SIG)


시그(SIG)

관계마케팅 교육 및 이벤트


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모범 사례 - 관계마케팅 프리미엄
  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 프리미엄
 

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
 
 

자료 - 관계마케팅 프리미엄
 

뉴스

관계마케팅 Levitt
     
 

뉴스

관계마케팅
     
 

영화

관계마케팅 Levitt
     
 

영화

관계마케팅
     
 

프리젠 테이션

관계마케팅 Levitt
     
 

프리젠 테이션

관계마케팅
     
 

관계마케팅 Levitt
     
 

관계마케팅
     

관계마케팅 관련개념 : Customer Relationship Management [고객관계관리]  |  마케팅 믹스  |  Extended Marketing Mix 확장된 마케팅믹스  |  SERVQUAL[서브퀄, 서비스품질측정]  |  Benchmarking 벤치마킹  |  Customer Satisfaction Model [고객만족모델]  |  Total Quality Management [전사적 품질관리]  |  Quality Function Deployment [QFD, 품질기능전개]


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