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Transcript
Relationship Marketing Case Study: Pacific Brands What is relationship marketing? Promotional and selling activities aimed at developing and managing trusting and longterm relationships with larger customers. Customer profile, buying patterns, and history of contacts is maintained in a sales database, and a service representative (also called account executive) is assigned to one or more major customers to fulfill their needs and maintain the relationship. What Purpose Does Relationship Marketing Serve? To build long-term relationships with customers How Does it Work? What Techniques are used? It involves creating a high level of customer satisfaction, value and service, thus ensuring that customers will return to the business. Relationship marketing is now used by many businesses. Through the establishment of a regular client base, businesses are able to offer special packages , discounts and promotional events. What is The Benefit for a Business to use Relationship Marketing? Creating loyal customers will provide a constant client base and are likely to refer the business to friends and family. Reference List • Business Studies HSC Course Text Book • Businessdictionary.com, viewed on 5-11-09
