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C/M/2365. An evaluation of the effectiveness of relationship marketing. Case studies Ryan Air, Sainsbury's, Amazon and Virgin Atlantic

WORDS:

2100

DATE:

2011

PRICE:

29.99 GBP

This paper focuses on relationship marketing (RM) and aims to answer a variety of questions. The first question asks “Discuss the impact technology has had on RM and how you see the future for relationship marketing.” The second question is “Explain what is meant by the “Not for Profit” sector and discuss the role of RM in this sector compared to the private sector”. The paper then focuses on Sainsbury, and aims to suggest ways in which they could improve their relationship with customers. The next section discusses Ryanair in relation to the transactional view of marketing and relationship marketing. The paper then looks at the concept of permission marketing in reference to Amazon, and details the benefits this has on customers. Virgin Atlantic is then introduced, and the paper examines the extent to which RM is used there, and details the different types of relationships at Virgin. Conclusions are made regarding the way in which the RM theory explains relationships over time with direct reference to the loyalty ladder.

KEYWORDS: Relationship marketing, RM, technology, Not for Profit, Sainsbury, Ryanair, transactional view, permission marketing, Amazon, Virgin Atlantic, loyalty ladder.,