the basics of relationship marketing

The Basics of Relationship Marketing


is a form of marketing developed from direct

response marketing campaigns which emphasizes

customer retention and satisfaction, rather than a

dominant focus on sales transactions.


It recognizes the long term value of customer

relationships and extends communication

beyond intrusive advertising and sales

promotional messages.


With the growth of the internet and mobile

platforms, relationship marketing has

continued to evolve and move forward as

technology opens more collaborative and

social communication channels.



With the growth of the internet and mobile

platforms, relationship marketing has

continued to evolve and move forward as

technology opens more collaborative and

social communication channels.

This includes tools for managing relationships

with customers that goes beyond simple

demographic and customer service data.

Source: Wikipedia


Who Employs Relationship Marketing?


Many types of companies have something to gain from

developing long-term relationships with their customers.

Small Businesses


Large Companies

Industry Leaders


often serve a steady stream of regulars, and

make little effort to draw in new customers.

Small Businesses


Large Companies

Industry Leaders


Imagine a small restaurant that sees a steady stream of

business from the morning commute. Their daily presence is

a large part of the business that restaurant does every day.

Small Businesses


Large Companies

Industry Leaders


typically invest the most in carrying out

sophisticated relationship marketing campaigns.

Small Businesses


Large Companies

Industry Leaders


In some major companies, relationship marketing is a strategy

that affects every department with a client facing purpose.

(sales, customer service, shipping etc.)

Small Businesses


Large Companies

Industry Leaders


constantly face competition from new companies

who claim to provide similar goods with a higher-

quality level of service.

Small Businesses


Large Companies

Industry Leaders

The Basics of Relationship MarketingSource: http://www.marketing-schools.org/types-of-marketing/relationship-marketing.html

Holding onto their existing customers is the only way they can

maintain their position at the top of their industry. This is true

for businesses in all industries, from cell phones to baby food.

Small Businesses

Large Companies

Industry Leaders


The only way to carry out a relationship

marketing strategy in a thoughtful and

effective way is to follow a comprehensive

marketing plan.


Companies must first look at demographic and historical data about

their customers to understand who they are, what they buy, and

how to provide for them over the long term.


The company must understand why a

consumers returns for repeat business.


There is the tendency to think that customers return

because the company has served them well




but maybe they return to a store because it is the

closest to their house




but maybe they return to a store because it is the

closest to their house

or the only one in the area that stocks the product

they want to buy.


Analyzing the nature of customer loyalty is the

best method develop a working relationship

marketing plan.