Unit 11: Relationship Marketing
By Rais Mauthoor
From Offensive to Defensive
Introduction
This assignment will describe of the development of relationship marketing and explain
how relationship marketing can be applied to a selected business. Afterwards, this
report will describe the different methods used to attract and retain customers for a
selected product or service and it will explain how a customer relationship management
system is used in a selected organisation. This assignment will then analyse the ways in
which relationship marketing activities can be used to support achievement of the
strategic aims and objectives of a given organisation and it will analyse the
effectiveness of methods used to retain customers in a selected organisation. Finally,
this report will evaluate the contribution of relationship marketing activities to the
effectiveness of the marketing function in a selected organisation.
P1 Describe the development of relationship marketing
Relationship marketing
Definition as the building of long-term relationships of mutual advantage with customers
The definition of relationship marketing is the aspect of marketing in general that
focuses greatly on building a mutually beneficial long-term relationship with customers.
Relationship marketing is the process of making the customer more involved or
engaged with a company, it hopes to accomplish customer loyalty and build bonds
between a customer and a business. Relationship marketing is designed to make
customers feel attached to a certain business by forming long-term relationships in
order to prolong the customer’s activities in the business. Relationship marketing
accentuates on the retention of customers, continuous customer contact and their
satisfaction. It also avoids focusing on single sales.
Importance of the functions of customer service and quality in relationship marketing
Customer service and quality is a very high priority for the relationship marketing
approach in business. Customer service and quality holds great importance in this
approach because it has become somewhat of a requirement for building excellent
relationships with customers. To elaborate and illustrate this, good customer service
can make the customer feel more comfortable when making a transaction and it can
facilitate the process of making the transaction. Good quality goods or services can
satisfy customer needs and it can encourage additional purchases. All of these are
essential for the relationship marketing approach since they build customer loyalty and
retention.
Difference between transactional marketing and relationship marketing
There are two approaches of customer relationship management, they are transactional
and relationship marketing. The transactional marketing method differs from the other
By Rais Mauthoor
From Offensive to Defensive
Introduction
This assignment will describe of the development of relationship marketing and explain
how relationship marketing can be applied to a selected business. Afterwards, this
report will describe the different methods used to attract and retain customers for a
selected product or service and it will explain how a customer relationship management
system is used in a selected organisation. This assignment will then analyse the ways in
which relationship marketing activities can be used to support achievement of the
strategic aims and objectives of a given organisation and it will analyse the
effectiveness of methods used to retain customers in a selected organisation. Finally,
this report will evaluate the contribution of relationship marketing activities to the
effectiveness of the marketing function in a selected organisation.
P1 Describe the development of relationship marketing
Relationship marketing
Definition as the building of long-term relationships of mutual advantage with customers
The definition of relationship marketing is the aspect of marketing in general that
focuses greatly on building a mutually beneficial long-term relationship with customers.
Relationship marketing is the process of making the customer more involved or
engaged with a company, it hopes to accomplish customer loyalty and build bonds
between a customer and a business. Relationship marketing is designed to make
customers feel attached to a certain business by forming long-term relationships in
order to prolong the customer’s activities in the business. Relationship marketing
accentuates on the retention of customers, continuous customer contact and their
satisfaction. It also avoids focusing on single sales.
Importance of the functions of customer service and quality in relationship marketing
Customer service and quality is a very high priority for the relationship marketing
approach in business. Customer service and quality holds great importance in this
approach because it has become somewhat of a requirement for building excellent
relationships with customers. To elaborate and illustrate this, good customer service
can make the customer feel more comfortable when making a transaction and it can
facilitate the process of making the transaction. Good quality goods or services can
satisfy customer needs and it can encourage additional purchases. All of these are
essential for the relationship marketing approach since they build customer loyalty and
retention.
Difference between transactional marketing and relationship marketing
There are two approaches of customer relationship management, they are transactional
and relationship marketing. The transactional marketing method differs from the other
