Tema 6

Marketing and Management

Relaţional
 Menţinerea Clienţilor

Stabilirea barierelor Implementarea

pentru orientare marketingului
spre concurenţi relaţional

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 Căi de Dezvoltare
 Atragerea consumatorilor noi
 Consumatorii efectivi cumpără în cantităţi
mai mari
 Consumatorii efectivi optează pentru valori
mai mari
 Reducerea pierderii clienţilor
 Eliminarea consumatorilor nerentabili
 Recâştigarea consumatorilor pierduţi

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 Motivele consumatorilor pentru
Loialitate

• Beneficiul încrederii

• Beneficii sociale

• Beneficiul deservirii speciale

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 Beneficiile marketingului
relaţional
 Oportunităţi pentru vânzări încrucişate
 Rate înalte de menţinere a clienţilor
 Reducerea costurilor de operare
 Timp îndelungat consumatorii cumpără în
cantităţi mai mari

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 Definiţia Marketingului
relaţional
“ MKR presupune stabilirea, menţinerea şi
dezvoltarea relaţiilor cu consumatorii şi
alţi parteneri, astfel încât să fie satisfăcute
cerinţele şi beneficiile părţilor implicate.
Acest fapt se realizează prin satisfacerea
reciprocă a promisiunilor .”

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Figure 5.2 How much profit a customer generates over time

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Figure 5.3 Why customers are more profitable over time

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 Being Appreciated

Unique to intangible services is the fact that the

customer is seldom aware of being served (well).

Customers usually don’t know what they’re getting until

they don’t get it. Customers will be aware of failure
and dissatisfaction, not satisfaction. Therefore it is
easy for competitors to capture your customers.

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 Being Appreciated

Once relationship is cemented, the seller has created

equity. To keep customers the seller must regularly
enhance relationship, else lose customers to a
competitor.

Strategies: periodic letters, phone calls to remind:

newsletters, regular visits, non business socialising.

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 Elementele Cheie a Relaţiei de
Succes
 Încredere

 Satisfacţia consumatorului

 Beneficii reciproce (valoare)

 Comunicare eficientă

 Beneficii sociale

 Relaţii de durată
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Table 5.2 Socio-cultural traits likely to impact on buyer-
seller relationships in service settings

Relationship Low-context High-context cultures

dimension cultures
Personal relationships Relationships developed Relationships take a long
in relatively short time time to be established
frames
Face-to-face Less emphasis on face-to- Stress involvement with
orientation face encounters people and being together
for emotional exchange

Time orientation Emphasis the ordering of More time spent on

events and scheduling discussing issues and non-
task information

© 2001 Pearson Education Australia

Table 5.2 Socio-cultural traits likely to impact on buyer-
seller relationships in service settings (cont’d)
Relationship Low-context High-context cultures
dimension cultures
Communication Tends to be direct. More emphasis on a
Clear statements of indirect style of
intentions and adherence communication
to formal scripts and
procedures

Confrontation Confrontation-solution Avoid confrontation and

avoidance oriented strategies attempt to maintain
harmony

Patterns of response More likely to contradict Uncomfortable in giving a

and reply in negative mode direct answer in the
negative form
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 Other Key Factors

 Switching
costs (economic,
psychological)

 Service category

 Attractive alternatives

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Figure 5.4 Stages of the relationship marketing
and management process

Relationship marketing Relationship management

Evangelist

Advocate
Relationship Customer
commitment ladder
Client

Customer

Attract>Establish>Create>Develop>Maintain>Enhance>Retain Prospect
Stages (time)

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 Data-Base Marketing
versus

“Loyalty” Programs
versus

Relationship Marketing

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 Customer value approach to
segmentation

 Not all customer relationships are worth

keeping

 Use segmentation to determine which

customers you wish to develop a
relationship with

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Figure 5.6 Customer profitability matrix

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 Service Employees and Customer
Relationship

 Implications for human resource management

» Retain loyal employees
» Career opportunities and job empowerment
» Hire employees with similar characteristics to the
customers
» Create positions to match segments not products
 Using IT
» CRM software can integrate call centres, billing
information, and customer databases

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Figure 5.7 Product mix for a professional service firm

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 Maxims for maintaining customer
relationships

 ‘Relationship mentality’ amongst employees

 Choose customer segments
 A continual strategy of building value in relationships
 Time & resources are required to build trust & commitment
 Regular monitor your relationship efforts
 Provide accessible channels of communication
 Show appreciation to long-time customers
 Stress importance of developing social bonds
 Match personnel to clients
 Front-line staff with appropriate interpersonal skills
 Train key employees
 Use IT to track key customer information

© 2001 Pearson Education Australia