"Relationship Marketing”
Post a link to your article for in-class discussion next week, with a brief summary of the content of the article. Review and comment on the articles of two other students by the end of the week. (Week 6)
Wednesday, May 9, 2012
Week 5 Article "Relationship Marketing."
Find a recent article on the topic below.
"Relationship Marketing”
Post a link to your article for in-class discussion next week, with a brief summary of the content of the article. Review and comment on the articles of two other students by the end of the week. (Week 6)
"Relationship Marketing”
Post a link to your article for in-class discussion next week, with a brief summary of the content of the article. Review and comment on the articles of two other students by the end of the week. (Week 6)
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http://www.marketingprofs.com/articles/2003/788/relationship-marketing-king-wal-mart-still-no-1
ReplyDeleteWal-Mart is using relationship marketing by using one-to-one relationship tactics by having a Wal-Mart greeter. They use the Wal-Mart greeting tactic to show their customers that their truly appreciated. A greeter dressed in blue vest at the door thanks the customers for coming in, assists with shopping cart, and provides a “goodbye thank you” upon departing the store.
I understand the concept but I really think they're more there for security and some people they hire i would not like touching my groceries to be quite honest.
Deletehttp://www.ehow.com/about_6137543_airlines-benefit-relationship-marketing.html
ReplyDeleteFirst of all, I thought relationship marketing was targeted towards couples, or people in relationships. In retrospect I realize what little sense that makes. Anyhow, here's my article:
How Airlines Benefit from Relationship Marketing
Airlines have been using relationship marketing since after World War II to gain competitive advantage and increase brand loyalty. Some tactics they use are:
Frequent Flyer Programs
Credit Cards that offer miles
Partnerships with other companies that offer more benefits to clients.
All of these, along with customer service and pricing, are what make customers turn into clients and become loyal to that one particular airline. And this is something Spirit Airlines and American Airlines have not figured out.
I know I will fly Jet Blue everytime I can afford it. I don't mind paying extra if I am comfortable. Flying jetblue they promote high-class even when you are flying coach.
Deletehttp://www.youtube.com/user/McDonaldsUS?v=Hv2lNjF1Pl4&feature=pyv&ad={creative}&kw={keyword}
ReplyDeleteMc Donalds took a different to this campaign. They showed the consumers that they are really taking notice to all the negativity in the media about the company being unhealthy. This relationship marketing apporoach featured a farmer harvesting and growing one of their products from the ground up. It also shows that the vegatabels are not being manufactured but is being cultivated.
http://www.slice-works.com/slice log/2012/04/26/pinterest-4brands-doing-it-right
ReplyDeleteBrands such as Michael kors use social media platforms such as Pinterest to create relationship marketing by displaying his latest fashions, as well as giving style tips. He doesn't only talk about his personal brand but he uploads his favorite quotes and also records his travel diary and tells his fans about his favorite foods and things to do. It allows to give people a sneak peek into his life not only as a designer but as a regular person by allowing customers to see other things besides his fashions that interest him.
Nike- Relationship Marketing
ReplyDeleteI know first handle on how Nike uses this to their advantage. Nike uses a system called Medallia, watch helps them stay in touch with all their customers, the way this system works is that every time a customer shops in a Nike Store on their receipt there is a website with a code. When visiting this site you can enter this code and full out a survey speaking about your shopping experience that you had in the store. Customers can also rate the store from a 10 being great and a 0 being horrible, after the customer feels out the survey he or she will receive a 5 dollar gift card code to use for their next visited to the store. If shopping experience is not up to standards based on the customer, Nike emails customer to see what they can do to help out the customer in any way possible. Nike does this to keep that relationship with the shopper, to give that we care feel, that every customer matter feel.
surveys really help, they really support and bring correct references to reason why company should make changes and they also bring new idea for change.
Deletehttp://www.cmswire.com/cms/customer-experience/garners-cool-social-crm-vendors-feed-information-into-business-processes-015518.php
ReplyDelete-----takes a sneak peek into cool vendors in the social CRM space-------
Out of all listed in the list, personally I like Badgeville the best because it offers badges, leader boards and real time activity to reward users which encourages online engagement. As a platform it enables companies to track users and can integrate with content management and commenting systems.
Http://badgeville.com/customers
http://www.zdnet.com/blog/hinchcliffe/crm-investments-ramp-due-to-social-media-and-smart-mobility/2036
ReplyDeleteThe articles discusses about how companies have utilized social networks and mobile for CRM, called Social CRM. Traditionally, it has been about the exchange between members of the company the customers. Now, CRM has opened up more possibilities without having to involve direct one-one-one contact. It functions like online account access, self-service customer support knowledge bases, and Web-based product research and marketing virtually define.
Companies make use of social networks like Facebook & Twitter as tools for their relationship management. Social media has played a major role in how company can control customer experience by exchanging ideas, band together to bring in innovative company direction, help each other, or even relate to fellow customers and build a community.
Example here used is the Campbell's Soup page on Facebook
https://www.facebook.com/campbellscondensedsoup
http://increasesalescoach.com/blog/ikea-an-example-in-relationship-marketing/
ReplyDeleteThis article talks about what a great relationship that IKEA has developed with it's customers. Someone changed the font type of IKEA in a online catalog because it was easier to read online. All of the customers because almost offended that they weren't given the chance to argue this because they felt like IKEA was theirs too.
STARBUCKS!--According to Sheth and Kellstadt (2002), three events sparked the interest in relationship marketing. First, the gasoline crunch in the late 1970s resulted in reduced demand for raw materials and surplus inventories and business globalization. These events forced companies to rethink their marketing approach focus from transactional marketing (TM) to retaining customers or relational marketing (RM) (Sheth, et al, 1988). Next, many researchers began to differentiate between services and product marketing techniques resulting in the emergence of a new term, “relationship marketing” (Berry, et al, 1983). Finally, product quality became a primary focus and companies launched new programs to establish strong supplier relationships to better manage, improve and control quality. This new attitude inspired a view of suppliers as relational partners rather than a necessary evil (Sheth, 2002).
ReplyDeleteRead more: http://ivythesis.typepad.com/term_paper_topics/2008/08/relationship-ma.html#ixzz1uPeeIjmT
They just really talk about the large demand, how they launched new programs, created a solid supplier and consumer relationship. And They worked towards a stronger and new inspiring attitude!
I love the marketing tactics made by Starbucks they always find new and fresh creative ways to market themselves and it shows that they really care about their employees and customers.
Deletehttp://books.google.com/books?id=xajPg6wdXJEC&pg=PA323&lpg=PA323&dq=american+airlines+relationship+marketing&source=bl&ots=EZEIzBDNoI&sig=A_NVQmJakbNP06tCmfKKD0YA9Rg&hl=en&sa=X&ei=6OmqT462DdPM6QGIpcjABA&ved=0CGYQ6AEwATgK#v=onepage&q=american%20airlines%20relationship%20marketing&f=false
ReplyDeleteAmerican airlines has many ways to build its marketing relationship with its customers. Providing the rewards and advantages for frequent flyers and low interest credit cards . American airlines has a lot of competition with a lot of other airline companies. They have In flight entertainment , high quality meals and more confortable seating and keeping their prices affordable for the average jane. But they have done well with their customer service making sure to be attentive to clients with their every needs.
http://www.insidecrm.com/features/strategies-apple-loyal-customers/
ReplyDeleteApple. We all know it and we all see it. It's in our homes, we use it to communicate and we invest in it's future of it's success. But what we don't stop to look at sometimes is the relationship marketing that Apple as a brand has done for us, the consumer. They strive on having one of the worlds top customer service, which leads them to having some of the best brand loyalty with their consumers. The relationship marketing with it's softwares such as iTunes, iCloud and iMail has allow the customers to keep it within the family. This is a way for them to make money and create more revenue. Their campaigns are spot on allowing the general public to see it's products interact and share relationship marketing with every new product that is launched. Everyone will eventually own one Apple product in their lives.
What can you really say bad about Apple? LOL! They're a great company they make products that customers can relate to as well as keeps them coming back and is a great innovator. Great article and company!
Deletehttp://www.progressive-medical.com/
ReplyDeleteImplemented relationship marketing tactics with their claims professional advisory board. Claims pros were invited to join a panel to share their challenges, insights and opinions on the company's services. Info was used to enhance services and even change their marketing approach. P Their use of relationship marketing is helping to build stronger connections between the company and the claims professionals.
Over the years progressive has been doing a good job with relationship marketing. I remember they even had a contest where the winner would fly to LA and have a meet and greet with "Flo"
Deletehttp://www.youtube.com/watch?v=C28vPth3Xio
ReplyDelete