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Example research essay topic: Relationship Marketing Prentice Hall - 1,051 words

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... earmarked retailers who scrapped their store loyalty card was Safeway. This could be seen as reverting back to being more transactional, that people will shop where ever the goods are cheapest. (Jardine, 2000) Refer to appendix, 5 for articles about loyalty cards and application forms for loyalty cards. ) Hotels such as the Hilton group and the Bass hotel group have loyalty cards. Incentives include choice of room, (twin, double) free daily paper, and complimentary pass to the health club. (web & web 2000) (Refer to appendix, 6 for further information) However, some loyalty schemes implemented by hotels have not been successful. These loyalty schemes were expensive to set up. Some corporate travelers shop around for the best deal and are not loyal to one hotel chain.

It is reckoned that the customer usually pays a higher tariff for obtaining 'certain privileges' i. e. if they require a specific room. Two of the big hotel chains discontinued their customer loyalty schemes, Radisson Hotels in 1989 and the Inter-Continental chain in 1993. (Buttle, 1996) British Airways executive club will only give Air-Miles on full fare economy, business class or first class tickets. They do not give Air-Miles on discounted tickets. (web 2000) It is predicted that in the future people will find multi-partner scheme cards more useful.

They will earn reward points and feel the benefits more quickly. (O'Conner & Galvin, 1997) Building introductory long-term relationships are achieved through direct marketing. Direct marketing is therefore linked to relationship marketing. According to Brassington and Pettitt, direct marketing is " An interactive system of marketing which uses one or more advertising media to effect a measurable response in any location, forming a basis for creating and further developing an ongoing direct relationship between an organisation and its customers. " (Brassington & Pettitt, 1997, p 740) Relationship marketing has improved with electronic databases. O'Conner and Galvin suggests that the "Database is the greatest single application of information technology within marketing" Marketers use the information from their customer databases to target customers for promotion of their preferred products, communicate with their customers and understand customer preferences. When business travelers phone up the travel agencies, they have accounts where their personal information is already recorded in the computer database.

The agents in the business travel section already know their preferences when booking travel tickets. (O'Conner & Galvin, 1997) Faxes and e-mails are a good communication tool for relationship marketing suppliers and customers can commute information instantly world-wide. (O'Conner & Galvin, 1997) The Internet has had a great impact on relationship marketing. The majority of companies now have web-sites where they can build long term relationships with their customers. Companies know how many people have viewed their web-site by how many "hits" they have had. Customers can acquire extensive product and services information on company web-sites.

They can use book-marked web-sites to order products. (Kotler, 2000) When ordering a book from amazon. com. They get personal information about you, your name, email address and what your literary preference is. Then whenever you go into their web-site, there is a welcome with your name. They e-mail you with special offers specified to your requirements. (web 2000). Bselect is a company that specialises in personalisation technology packages that builds relationship marketing with customers preferences and interests taken into account.

The system can then build models based on these factors. (http: // web, 2000, for more information refer to appendix, 7 BSELECT onsite). Companies in the service industry can transfer information files to their customers world-wide to help them select products / services . (O'Conner & Galvin, 1997) There are some companies such as Prime Response, which have come up with a software package that will help companies expand their relationship marketing over the Internet. This will enable companies to target the right segments with the right marketing program. (web, 2000, for more information refer to appendix, 8, Expanding your relationship marketing on the web) Generally marketing historically has had a short term transactional focus. However it is now much more customer focused in developing long term relationships with them and taking note of their expectations, wants and needs. Marketers are implementing strategies to retain existing customers because it is a lot more costly to attract new ones.

If customers are satisfied with products or services they have purchased they will repeat purchase. In some services industries there is more demand for after sales services. There is also a demand for higher levels of quality in products and services because of competition. When buying a new car or having a car serviced at a dealership for the car the customer owns, the car dealer invites customers from their databases to new car launches and customer evening events.

Businesses need to have a good understanding of relationship marketing and its suitability. Marketers need to be aware of the benefits that relationship marketing can bring. Bibliography: Bibliography Brassington, F and Pettitt, S (1997) Principles of Marketing Financial Times Management, London. Buttle, F (1996) Relationship marketing, Theory and Practice Sage, London Kotler, P (1996) Principles of Marketing, The European Edition Prentice Hall, Europe Kotler, P (2000) Marketing Management, The Millennium Edition Prentice Hall, New Jersey Payne, A et al, (1998) Relationship Marketing for a Competitive edge Butterworth Heinemann, Oxford Morgan, M (1996) Marketing for leisure and tourism Prentice Hall, London O'Conner, J & Galvin, E (1997) Marketing & Information Technology Pitman Publishing, London Bibliography Service provider British Telecom BSELECT, (2000) Its all you & your customers, web, accessed on the 6 th Dec, 2000 web, accessed on the 27 th Nov, 2000 (2000) Defining customer relationship marketing & management. Ecc's- The European Centre for Customer Strategies, web, accessed on the 7 th Dec, 2000 Gordon, K (2000), Pinpointing Loyalty, Hunt, T (2000), Loyalty's limits, web accessed on the 8 th Dec 2000 web accessed on the 27 th Nov, 2000 Kahn, B, (2000) Turn your customers into advocates.

Get to know your customers well and you not only develop loyalty, but they will extol the virtues of your products. The Financial Times, web accessed on the 9 th Dec, 2000 Prime response, (2000) web, accessed on the 7 th Dec, 2000 The Marketing Council BAA, Achieving world-class performance, First Direct, Creating intelligent relationships with customers. web, accessed on the 7 th Dec, 2000


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Research essay sample on Relationship Marketing Prentice Hall

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