* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Statewide Marketing Workshop, 18 April 2005
Internal communications wikipedia , lookup
Market segmentation wikipedia , lookup
Customer experience wikipedia , lookup
Product planning wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Social media marketing wikipedia , lookup
Customer relationship management wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Customer engagement wikipedia , lookup
Affiliate marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Marketing communications wikipedia , lookup
Sports marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Ambush marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Target market wikipedia , lookup
Multi-level marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing plan wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Services marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Green marketing wikipedia , lookup
Global marketing wikipedia , lookup
Statewide Marketing Workshop, 18 April 2005 Relationship Marketing Statewide Marketing Workshop, 18 April 2005 ► Youth Marketing Co-ordinator, Fremantle Dockers (3 years) ► Membership Co-ordinator, Melbourne Football Club (2 years) ► Public Relations Manager, Softball Australia (4 years) Statewide Marketing Workshop, 18 April 2005 ► What is Relationship Marketing? Creating, maintaining, and enhancing longterm relationships with individual customers as well as other stakeholders for mutual benefit. (Belch & Belch, 2004) Statewide Marketing Workshop, 18 April 2005 What does Relationship Marketing Involve? ► Developing & sustaining long-term relationships with customers (HMAS Recruits). ► Communicating directly with targeted customers to generate a response (Lapsed Members). Statewide Marketing Workshop, 18 April 2005 Why practice Relationship Marketing? ► Customers have become much more demanding and desire “superior customer value,” which includes quality products and services that are accessible, convenient and supported by excellent customer service. ► Customers was personalized services that are tailored to their specific needs. Statewide Marketing Workshop, 18 April 2005 What are the key marketing tools of Relationship Marketing? ► Direct Marketing including direct mail, direct selling, telemarketing. ► Customer service (First impressions) ► Database management Statewide Marketing Workshop, 18 April 2005 ► What do I need to do to practice Relationship Marketing? ► Who are your customers (target market & target audience) ► What are they doing ► How are they doing it, and ► How do you communicate with them.