Principles

of
Marketing
 Lord, we praise and glorify your Holy
name. Forgive us from our sins that separate
us from your love. Thank you for the gift of
life, family, health and security. Grant us the
enthusiasm to learn and acquire knowledge
from this subject. Allow us to value
ourselves as customers who contribute to the
economy of the country. Bless our families
and our homes. All this we pray in the name
of Jesus Christ our Savior. Amen.
Learning Objectives:
 Describe and understand the characteristics of relationship
marketing.
 Apply relationship marketing strategies.
 Create a mnemonics about the value of customers.
 Pasok,
mga suki!
Relationship marketing is about forming long-
term connections with customers. It focuses on
nurturing deeper and more meaningful
relationships with customers to ensure long-term
fulfillment and brand loyalty.
 Characteristics of
Relationship Marketing
It focuses on the long-term relationship with
customers rather than short-term.
Relationship marketing focuses on having long-
term transactions with customers than having a
“one-time sale”.
It focuses on partners and customers rather
than on the company’s products. Relationship
marketing focuses more on engaging with
customers and clients than promoting or
advertising the products.
It puts more emphasis on customer retention
and growth than on customer acquisition.
Relationship marketing focuses on retaining or
keeping customers than looking for new
potential buyers.
It relies on cross-functional teams rather than
on departmental-level work. Relationship
marketing depends on the cooperation of the
organization’s different departments working
towards a common goal.
It relies more on listening and learning than
on talking. Relationship marketing focuses on
the feedback given by customers. Then, the
business organization uses the feedback to
improve their relationship with customers.
Benefits of Relationship
Marketing
The company gets valuable feedback
from its customers and understands
their needs and expectations.
It reduces wastage due to trial and error
methods.
Buyers feel that they do not need to
switch sellers.
It prevents customers from turning into
competitors.
A happy customer will promote
business through word-of-mouth
marketing.
It increases customer base.
It reduces marketing costs.
It minimizes customer price sensitivity.
It helps customers identify more with
the company.
It expands the product market.
Relationship Marketing
Strategy
Provide personalized, customer-focused service. When
creating a relationship marketing strategy, your primary concern
should revolve around the customer. Knowing and using your
customers’ names (with their consent) is the first step to getting
to know your clients. Featuring them on your websites and social
media accounts makes customers feel that you value them.
Engage with the customer where they are. It is
important you do your research to learn which platforms
are most popular for your ideal target market. By reaching
out to them through those social media sites and
applications, you're establishing a level of understanding
that will encourage those users to support your brand.
Offer incentives and rewards for customer loyalty. To nurture
a long-term relationship with your customers, it is important that
you continue to engage with them even after they have purchased
a product. Think of what you can offer them so they can become
regular customers like a discount on additional products and
implement an effective customer loyalty program.
Create valuable content that tells a compelling story. If
a customer has already purchased your product, they don't
need to see additional product advertisements to become
brand loyalists; instead, they need to feel your business
offers valuable content regardless of their purchase intent.
Collect feedback regularly. To truly develop a
meaningful connection with your customers, it is
important you ask them for feedback. This
information will ensure if you are consistently
improving your procedures and customer satisfaction.
Value of Customers
Customers are the biggest disruptors of all.
Customers are considered as disruptors but in a
positive way. It is better to have your customers
coming to you all at once than have no one at all.
They can be your greatest distractor that can lead to
increase in sales.
Customers are in-charge of your destiny. We are
in-charge of our own destiny but customers are in-
charge of where your business is going to be in the
future. Your monetary and marketing-related goals
depend on your active customers.
Customers are the number one asset. Aside from the ideas
coming from managers, customers are the strength of a business
organization. Without them, your business has a greater
possibility of failing because they are the source of your
company’s income. They can also be your company’s ally. They
can spread the word and promote your business or product.
Mary Mother of the Good Shepherd, pray
for us.
Jesus, You are my Lord,
my happiness lies in You alone.