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marketing thesis:以乐购等零售巨头为例看关系营销的重要作用 [6]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2015-06-12编辑:felicia点击率:31921

论文字数:15339论文编号:org201506082049123839语种:英语 English地区:新加坡价格:免费论文

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摘要:这是一篇marketing类硕士毕业论文,主要论述了关系营销在零售业种的重要作用。

ing relationships with suppliers, customers, referral sources, employees and recruitment markets (Adrian Payne, Martin Christopher, Helen Peck and Moira Clark, 1998). According to GRONROOS, C. (1994, p.421), relationship marketing is defined as Marketing is to establish, maintain and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises. These relationships are of two types in the marketing field. First one is for attracting the customers and another one is to develop the relationships with customers for achieving maximum profits in the organizations (GRONROOS, C., 1994). But, According to ZEITHAML, V. A. and BITNER, M. J. (2000, p.30), Relationship Marketing (RM) is defined as Relationship Marketing is a philosophy of doing business, a strategic orientation that focuses on keeping and improving current customers, rather than acquiring new customers. Hence, from the above discussion it can be understood that relationship marketing plays a vital role to develop the organization by maintaining the relationships between consumers, suppliers and managers. RM is communicated closely with customers in order to improve a beneficial, mutually, continuous and long-term relationship. RM is a philosophy where it assumes that customers are maintaining the relationships within a single organization rather than selecting the different organizations. It is a consistent application up-to-Date Knowledge of consumers to service and product design.


Six markets framework in Relationship Marketing


Relationship Marketing contains six marketing models for improving the relationships between customers and company. These markets maintain the relationship between many organizations as well as within the organization. The six marketing models are considered as the central point of Relationship Marketing and the importance of these models is discussed as follows: (Helen Peck, Martin Christopher and Adrian Payne, 1999).


Internal Markets - Internal marketing maintains the relationships between employees in the organization. It mainly concentrates on the issues like why and how the employees are working in the organization to improve the effectiveness of an organization. In internal marketing, business to business marketing information can be examined. Thus, observing the employee behavior in the organizations is necessary to estimate their performance and the examined information is useful for managers to take decisions.


Customer Markets - In this marketing, it maintains the relationship with customers. It supplies products and services to two types of customers. They are consumers like end purchasers and trade customers like retailers and their relative power is to determine which sort of relationships are cultivated more continuously (Helen Peck, Martin Christopher and Adrian Payne, 1999).


Referral Marketing - It develops a plan for referral motivation and can be characterized based on the type of relationship. If Referral market has high credibility factor, then it can be considered as a decisive element and it is considered as customers, if the consumers enter into this ma论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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