Relationship Marketing

Relationship Marketing
• Relationship marketing refers to those marketing activities
• that are aimed at developing and managing long-term relationships
with the customers
Relationship Marketing
Relationship Marketing
• The details about the customer, his buying patterns, contacts, etc. are
maintained in a sales database and an account executive is assigned
to fulfill the needs of the customers and maintain the relationships
successfully.
Relationship Marketing
Relationship marketing
recognizes the value of a
customer and the
significance of keeping good
relations with him.
Improvement in
communication technology
has created newer methods
of maintaining interactive
relations with the existing
and potential customers.
Activity
Identify a business of your choice and list down activities you do to
maintain long term relationship
Basis of Building Relationship
Relationship management begins with clear understanding of:
• Who your customers are
• What are their values
• What they want to buy
• How they prefer to interact with you
• How they expect you to serve them
Think from the perspective of big basket
• Who your customers are

• What are their values

• What they want to buy

• How they prefer to interact with you

• How they expect you to serve them

Think from the perspective of Thulasi
Pharmacy
• Who your customers are

• What are their values

• What they want to buy

• How they prefer to interact with you

• How they expect you to serve them

Think from the perspective of Amazon prime
video
• Who your customers are

• What are their values

• What they want to buy

• How they prefer to interact with you

• How they expect you to serve them

Think from the perspective of Haldiram’s
• Who your customers are

• What are their values

• What they want to buy

• How they prefer to interact with you

• How they expect you to serve them

5 Levels of Relationship Marketing
• Basic marketing
• Reactive marketing
• Accountable marketing
• Proactive marketing
• Partnership marketing
5 Levels of Relationship Marketing
• Basic marketing: This is the first step in marketing. It involves
acquiring a customer and successfully guiding them through a sale.
5 Levels of Relationship Marketing
• Reactive marketing: The second step is when a company can receive
feedback from a customer after a sale.
5 Levels of Relationship Marketing
• Accountable marketing: Similar to reactive marketing, but taking it a
step further, this occurs when a business reaches out to a customer
for suggestions to improve their experience with the business.
5 Levels of Relationship Marketing
• Proactive marketing: This is where businesses actively work to
improve their products and services, to provide the best possible
experience for their customers.
5 Levels of Relationship Marketing
• Partnership marketing: Similar to proactive marketing, partnership
marketing involves collaboration with other businesses to improve
customer experience and satisfaction.