Republic of the Philippines

Department of Education
REGION IV – A – CALABARZON
SCHOOLS DIVISION OF LIPA CITY
PINAGTONGULAN INTEGRATED NATIONAL HIGH SCHOOL
PINAGTONGULAN, LIPA CITY, BATANGAS

ACTIVITY #1 SEARCH ME

Directions: Look for the meaning of the following words and use them in a sentence. Write it on your paper .

1. Relationship marketing
2. Basic marketing
3. Reactive marketing
4. Accountable marketing
5. Proactive marketing

ACTIVITY #2 TRUE OR FALSE

Directions: Read the following items carefully then write TRUE if the statement is correct, and FALSE if the
statement is wrong.

_____1. According to Serrano, Relationship marketing involves creating, maintaining, and enhancing strong
relationships with customers and other stakeholders.
_____2. Relationship marketing requires that all the company’s departments work together with marketing as a team
to serve the customer.
_____3. Customer relationship is the development of an ongoing connection between a company and its customers.
_____4. Delivery and meeting expectations is where the company’s employees must be ready to deliver beyond the
company’s boundaries on customer demand.
_____5. Relationship marketing is a facet of customer relationship management (CRM) that focuses on customer
loyalty and long-term customer engagement rather than shorterterm goals like customer acquisition and
individual sales

ACTIVITY #3 Think About It!

Directions: Contemplate and explain (2-3 sentences) your views on the following statements.

1. Customers are the reason you have a job.

2. Poor customer service loses money for companies and even individuals.
3. Happy customers stay loyal.
4. Unhappy customers frequently talk about their bad experiences

ACTIVITY #4 Excuses, Excuses, Excuses,

Excuses

➢ Some common excuses are not welcome in the exchange process. As a marketer, how would you
render the service or product that your customer wants and expects to retain your customers?
 Republic of the Philippines
Department of Education
REGION IV – A – CALABARZON
SCHOOLS DIVISION OF LIPA CITY
PINAGTONGULAN INTEGRATED NATIONAL HIGH SCHOOL
PINAGTONGULAN, LIPA CITY, BATANGAS

ACTIVITY #5 Interview

Directions: Conduct a 2–3-minute interview. Select two persons in your family and ask them to talk about the value of
their mobile phones and their satisfaction with them. Compare their answers and from the perspective of a cell phone
company’s marketer, develop five marketing strategies based on their feedback.
Post the video interview on the Principle of Marketing Page.

ACTIVITY #6

Directions: Answer the question in not more than five sentences.

During the current COVID-19 pandemic, global markets are severely disrupted. Businesses are forced to explore
innovative solutions to overcome the growing negative implications of this unprecedented crisis.

Due to various quarantine measures imposed by governments around the world, certain industries have been
affected much more than others. As only businesses involved in the value chain of essential commodities are
operational, the rest of the industries need to evaluate how they will respond to business unusual. The existing
business continuity plans may not be sufficient to address the fast-changing variables presented by COVID-19.

Can businesses still use relationship marketing despite this pandemic situation? Explain.

______________________________________________________________________________________________
______________________________________________________________________________________________
______________________________________________________________________________________________

ACTIVITY #7 Reflection

Write your insight about the lesson using the prompts below:

I understand that ________________________________________________.

I realize that _____________________________________________________.
I need to learn more about ______________________________________.
 Republic of the Philippines
Department of Education
REGION IV – A – CALABARZON
SCHOOLS DIVISION OF LIPA CITY
PINAGTONGULAN INTEGRATED NATIONAL HIGH SCHOOL
PINAGTONGULAN, LIPA CITY, BATANGAS

LECTURE

According to Gilaninia et al (2011), Relationship Marketing involves creating, maintaining and enhancing strong
relationships with customers and other stakeholders. Increasingly, marketing is moving away from a focus on
individual transactions and towards a focus on building value-laden relationships and marketing networks.

We can distinguish five different levels of relationships that can be formed with customers who have purchased a
company’s product, such as a car or a piece of equipment:

1. Basic. The company salesperson sells the product but does not follow up in any way.
2. Reactive. The salesperson sells the product and encourages the customer to call whenever he or she has any
questions or problems.
3. Accountable. The salesperson phones the customer a short time after the sale to check whether the product is
meeting the customer’s expectations. The salesperson also solicits from the customer any product improvement
suggestions and any specific disappointments. This information helps the company continuously to improve its
offering.
4. Proactive. The salesperson or others in the company phone the customer from time to time with suggestions
about improved product use or helpful new products. Partnership. The company works continuously with the
customer and with other customers to discover ways to deliver better value.
Concept of Relationship Marketing

Forbes.com defined Relationship marketing is a strategy designed for customer loyalty, interaction, and long-
term engagement to be fostered. It is designed to develop strong connections with customers by providing them
with information directly suited to their needs and interests by promoting open communication.

Customer relationship is the development of an ongoing connection between a company and its customers. The
relationship involves marketing communications, sales support, technical assistance and customer service.

Characteristics of Relationship Marketing

1. It focuses on the long-term rather than the short-term.

2. It focuses on partners and customers rather than on the company’s products.
3. It puts more emphasis on customer retention and growth than on customer acquisition.
4. It relies on cross-functional teams rather than on departmental-level work.
5. It relies more on listening and learning than on talking.

Benefits in Developing and Implementing Customer Relationship

1. Consistent customer experience

2. Customer Feedback
3. Customer Profitability
4. Customer advocate
5. Innovation

Benefits of Relationship Marketing

A. Understanding Customer Characteristics; - the company can segregate its customers into groups based
on their characteristics like purchasing power, frequency, and volume of sale transactions.
B. Delivery and Meeting Expectations - if the company knows what its customers’ needs are, it will help reduce
wastage due to trial and error methods.
C. Repeat Business - Sellers should maintain good attitude to the buyers. By doing this, buyers will
feel that they do not need to switch sellers.
D. Prevents Negative Transition. - Trust and loyalty go hand in hand and it is super beneficial for all business.
It will help prevent customers from turning to competitors.
 Republic of the Philippines
Department of Education
REGION IV – A – CALABARZON
SCHOOLS DIVISION OF LIPA CITY
PINAGTONGULAN INTEGRATED NATIONAL HIGH SCHOOL
PINAGTONGULAN, LIPA CITY, BATANGAS