Relationship Marketing
(Levitt)

Centro de Conhecimento

   

Construa relacionamentos continuando entre a organização e seus clientes. Explanação de Relationship Marketing de Theodore Levitt. ('83)

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Que é Relationship Marketing? Descrição

Relationship Marketing é um abordagem que emfatize os relacionamentos continuando que devem existir entre a organização e seus clientes. Emfatiza a importância do serviço e da qualidade de cliente e de desenvolver uma série das transações com consumidores. A terminologia foi descrita primeiramente por Theodore Levitt em 1983.


Origem do abordagem de Relationship Marketing. História

Já em 1980, o B. Schneider escreveu: O que está surpreendendo é que os investigadores e os homens de negócios concentraram distante mais em como atrair clientes aos produtos e aos serviços do que em clientes de retenção. Em 1983 Levitt escreveu: Em uma proporção grande e crescente das transações, o relacionamento intensifies realmente subseqüente à venda. Este transforma-se um fator central na escolha do comprador do seller a próxima vez.

Relationship Marketing é ligado fortemente ao Business Process Reengineering. De acordo com esta teoria do reengineering, as organizações devem ser estruturadas de acordo com tarefas e processos completos. Melhor que funções.


Uso de Relationship Marketing. Aplicações

O marketing do relacionamento e o marketing transactional tradicional não são mutuamente exclusive e não está necessariamente no conflito um com o otro. Relationship Marketing pode ser mais apropriado nas seguintes circunstâncias ou situações:

  • Produtos elevados ou serviços do valor.
  • Produtos industriais.
  • Os produtos não são productos genéricos.
  • Os custos do Switching são elevados.
  • Os clientes preferem uma relação contínua.
  • Há uma participação do cliente na fase da produção. Veja: Co-Creation.

Etapas no processo de Relationship Marketing

  1. Faça um mapa do sistema da entrega do serviço. Ajuste padrões para cada parte do sistema, especial o “encontro aponta”.
  2. Identifique edições críticas do serviço.
  3. Ajuste padrões do serviço para todos os aspectos da entrega do serviço.
  4. Desenvolva sistemas de comunicação do cliente.
  5. Treine empregados no edifício e em manter um relacionamento bom com clientes.
  6. Monitore os padrões do serviço, equipe de funcionários da recompensa para exceder níveis de serviço, níveis de serviço sub-standard corretos.
  7. Assegure-se de que cada empregado compreenda inteiramente a importância da qualidade e dos relacionamentos na filosofia do marketing.

Forças de Relationship Marketing. Benefícios

  • Foco em fornecer o valor aos clientes.
  • Ênfase na retenção do cliente.
  • O método é um abordagem integrado ao marketing, ao serviço e à qualidade. Conseqüentemente fornece uma base melhor conseguindo vantagem de o competidor.
  • Os estudos em diversas indústrias mostram que os custos para manter um cliente existente são justos uma fração dos custos para adquirir um cliente novo. Assim frequentemente faz o sentido econômico pagar mais atenção aos clientes existentes.
  • Os clientes a longo prazo podem iniciar a palavra livre de promotions e de referrals da boca.
  • Os clientes a longo prazo são mais menos prováveis comutar aos concorrentes. Isto faz mais difícil para que os concorrentes incorporem o mercado.
  • Uns clientes mais felizes podem conduzir a uns empregados mais felizes.

Limitações do modelo de Relationship Marketing. Desvantagens

Relationship Marketing é mais menos apropriado nas seguintes circunstâncias:

  • Produtos relativamente baixos ou serviços do valor.
  • Produtos de consumidor.
  • Productos genéricos.
  • Os custos do Switching são baixos.
  • Os clientes preferem uma única transação aos relacionamentos.
  • Nenhum/baixo participação do cliente na produção.

Livro: Theodore Levitt - a imaginação introduzindo no mercado -


Fórum de Relationship Marketing
  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....
     
 

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Melhores Práticas - 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
 
 

Recursos - Relationship Marketing Premium
 

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Compare com Relationship Marketing: Customer Relationship Management  |  Marketing mix  |  Extended Marketing Mix  |  SERVQUAL  |  Benchmarking  |  Customer Satisfaction model  |  Total Quality Management  |  Quality Function Deployment


Retorne a o centro de a gerência: Introduzir no mercado  |  Cadeia de Fornecimento e Qualidade


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