Relationship Marketing, relationship marketing case
1. The central idea of integrated marketing is that through the communication between enterprises and consumers, the value of meeting consumers’ needs is the orientation, the unified promotion strategy of enterprises is determined, and various communication methods are used in coordination, give full play to the advantages of different communication tools, so as to make the promotion promotion of enterprises realize low-cost strategy and the requirement of high-strength impact force, forming a promotion climax. 2. 4C marketing: 4C refers to customers’ desires and needs, the cost of customers’ obtaining satisfaction, the convenience of customers’ purchase and communication. Changing from paying attention to 4p to paying attention to 4C is the development trend of many large enterprises to comprehensively adjust their marketing strategies, which should be paid more attention to by retail industry. Customer (Customer); Cost; Convenience (Convenient); Communication (Communication)3. Relationship Marketing: any marketing strategy that establishes a “one-to-one” relationship or dialogue with major customers can basically be called relationship marketing or loyalty marketing. It can be as complex as a website with a centralized “back-end” database at present; It can also be very simple, just like those regular customers who promote direct mail and use special discounts or coupons, or those promotional items that attract HTK. In 4.1992, Philip Kotler, the authority of Marketing circle, put forward a new concept of Marketing across the century-Total Marketing. He believes that from the perspective of long-term interests, the company’s marketing activities should include all important actors that constitute its internal and external environment. They are: suppliers, distributors, end customers, employees, financial companies, government, allies, competitors, media and general public. Each definition is different. Let’s learn together. Although we know what is going on, what we Express is definitely not as good as what the master said.
Do things first, this is the basic law of sales
Relationship interests and ways are different, you can see the concept. Relationship marketing is to regard marketing activities as a process of interaction between enterprises and consumers, suppliers, distributors, competitors, government agencies and other public, its core is to establish and develop good relations with these public. Member marketing is a marketing method based on member management. By turning ordinary customers into members, merchants analyze member consumption information and tap customers’ subsequent consumption power to absorb lifelong consumption value, and maximize the value of a customer through customer introduction. There are many differences in Operation ideas and concepts with traditional marketing methods.
Read by yourself and learn the teacher’s lecture carefully!
The so-called relationship marketing principle is actually a sales method, which is a comprehensive marketing method that integrates the methods of empathy, customer participation and trust building. Relationship marketing methods require sales personnel to flexibly master and apply skills such as Target handling and agreement reaching. The market in traditional marketing theories is limited to the customers of enterprises, one-way assumption is made on the relationship between enterprises and customers: Either customers play a leading role in enterprises or enterprises play a leading role in customers, in market orientation, customers tend to play a leading role in enterprises. However, it ignores the value of many stakeholders in the marketing process. However, from the perspective of the value chain composition of goods or services obtained by customers, individual manufacturers are only a link in the value chain, it is obviously impossible to influence the whole value chain with one’s own power and thus create excess value for customers. Relationship Marketing includes customer market, recommendation market, supplier market, employee market and many stakeholders influencing the market into the scope of market and marketing (Christopher,Martin,Payne,Ballantyne,1991), put forward that the competition of enterprises in today’s world is from confrontation to the establishment of strategic alliances, from marketing only to customers to comprehensive marketing, that is, to suppliers, distributors, end users, employees, financial institutions, only when the government, media, allies, competitors and the public carry out marketing can they win competitive advantages (PhilipKotler1992). So as to lay a solid foundation for customer value creation. Under the traditional marketing concept, because enterprises focus on the achievement of a single transaction, therefore, the customer demand that enterprises want to meet means the form of satisfaction that consumers can accept in the near or foreseeable future, which will make enterprises face a dilemma, it focuses on the current needs that customers can clearly Express, so as to enrich and improve relatively mature products and technologies to achieve short-term and effective innovation results, however, it is very likely to miss a good opportunity to develop new products that customers cannot express, or invest in the long-term view to create technological advantages, But in the short term, it will face fundamental innovation projects with huge technical and market risks. Because most decision makers generally have the preference of risk avoidance, it is difficult to avoid the negative effect of market orientation on innovation under the traditional marketing concept. Relationship Marketing focuses on the exploration of customers’ life-long value. Therefore, customer demand is no longer limited to some kind of reality and specific form of satisfaction, the customer demand that enterprises strive to meet will be the continuous improvement and innovation of the satisfaction form for the relatively stable needs of consumers, however, whether this kind of innovation, which needs to meet the form, is an improvement of the original technology or a fundamental technological change, thus fundamentally changing the enterprise’s cognitive model of risks and benefits and the enterprise’s profit model. So as to adapt the business philosophy of the Enterprise to the market environment under the more complicated and changeable new economic conditions in the future. The fundamental reason why customer satisfaction under the guidance of traditional market cannot create customer loyalty lies in the customer satisfaction created by traditional marketing tools focusing on the customer feelings in the real transaction process. Therefore, it focuses on the static expression (scenario fragment) of customer demand in a certain moment or a certain period of time in the process of market development. The tools used in market research and promotion focus on the achievement of a certain transaction, however, ignoring the continuous communication and communication with consumers makes the customers targeted by the enterprise’s marketing process general and abstract. No matter how the market is subdivided and how the Enterprise locates the market, its foundation is homogeneity of different degrees, which is of course reasonable and economical under certain conditions of technological and economic development. However, the level of economic and technological development in reality has led to the increasing number of competitors and potential competitors in the market. The diffusion speed of any marketing or technological innovation has greatly increased. The imitation and disguised imitation of a large number of innovations have led to the homogenization of market competition, when consumers face homogenized product and competitive means, the contribution of customer loyalty to the value and income of consumers is greatly reduced, thus creating customer loyalty through customer satisfaction loses its value Foundation. Relationship Marketing provides a new perspective for us to look at customers, making the efforts of enterprises jump out from the scene fragments in marketing, While turning to the whole scene value or the collection of all transaction interactive values that create value during the relationship period is the relationship value. (Ravald & Gronroos1996), whether exploring, retaining or evaluating customers is based on the judgment of the contribution of the customer’s lifetime value to the enterprise, and the value process becomes the starting point and result of marketing. Customers move from abstract and general to concrete in relationship marketing, and marketing tools tend from batch to one-to-one (of course, this must rely on modern highly developed information tools), so as to build a bridge between market orientation and customer loyalty. To sum up, with the development of economic market, market-oriented theory should also make corresponding adjustments in form and scope, but the reasonable core of its viewpoint still has tenacious vitality, it is still of high value for guiding the marketing practice of enterprises.
Although I have been trying to make Chinese medical people attach importance to academic promotion and professional skills by writing books, giving lectures and giving speeches, what I have to admit and admit is that medical marketing is relationship marketing. Why do I admit it. In large terms: all marketing is to develop relationships. Small but small: our medical people engage in academic activities, organize clinical research, and train professional skills, not to build relationships, find relationships, pull relationships, and promote relationships. Why did I say throw in the towel. The academic marketing I advocate or the relationship marketing I don’t object to is to hope that the medical representatives will win by the correct recommendation of the products and the advantages of the products themselves, rather than the relationship leading; I hope more, doctors can take the needs of patients, rational use of drugs, saving social resources as the basis, the relationship with medical representatives and clinical expenses as the end. I didn’t do it, and I couldn’t do it either. When I read a book last year, I saw these two sentences and was deeply touched:(1) Stanford Research Center found that 12.5% of the money you earn comes from knowledge and 87.5% from relationships. This is the case in the West, not to mention China in the primary stage of socialism. (2) President Roosevelt said: one of the most important factors in the success formula is getting along with others. Therefore, in the past year, my training design has begun to change from the theory of sexual goodness to the theory of sexual evil. Relationship marketing can be divided into four levels: 1) brand relationship because the Dean recognizes the digestive products of Xi’an Yangsen; Because the director recognizes the dermatological products of Xianling Baoya; Because the doctor recognizes Roche’s tumor products. So enter, so vote for one vote, so give priority, so use, And they don’t even know the name of the medical representative who runs the expert Hospital. 2) distant relationship doctors and representatives will nod their heads or even say hello when they meet, but doctors really don’t know what medicine you do. The doctor knows what medicine you make, but he doesn’t know your enterprise, products, services and your representative very well. The doctor knows you very well, but he never treats you as a person. 3) face-to-face relationship medical representatives have a certain frequency of visits to him, and they also move around periodically at the beginning of each month. They can even carry out superficial and social activities on work, life, the communication of body, news events and other topics, but there is always a wall between intellectuals and businessmen; The wall between aesthetics and convention, etc. 4) intimate relationship the female medical representative can ask her sister to go shopping, SPA together, have a bar together, cook in the kitchen together, show off her own little lover together, the first thing I said to meet you was Sister. I miss you so much.. The male medical representative can call his brother’s drinking (of course, other manufacturers pay for it), singing together (of course, with beautiful women), bathing together (of course, with massage), together, I often say where to go tonight, happy. Wait. According to the Western marketing theory, with the further development of the relationship and the intensification of privatization, the sense of guilt will increase with the day. Will it. Ask yourself, ask the doctor of intimate relationship. Relationship Marketing, Hong Kong, Macao and Taiwan compatriots like to call it relationship marketing. Jane Berry(1983) believes that relationship marketing is a strategy to attract, maintain and enhance customer relationships from the perspective of service industry to customers. MorganandHunt(1994) defined relationship marketing as a customer-oriented marketing concept and strategy, and enterprises used marketing tools and combinations to transmit the value of products and services to customers; And accumulate interpersonal feelings such as commitment and trust in the exchange process between enterprises and customers, and then establish, develop and maintain long-term reciprocal relationship with customers in order to seek the greatest benefits of enterprises. Customer relationship management is a part of relationship marketing. When we talk about CRM, we will break it down carefully.
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