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Relationship Marketing

S/M/105. A comparison of a business-to-consumer and a business-to-business organisation in terms of customer DMP, satisfaction and relationship

WORDS:
2900
DATE:
2004
PRICE:
29.99 GBP

In today's business world companies face a tough competition. Therefore companies had to move from a product orientated philosophy (product and selling philosophy) to a consumer orientated philosophy (customer and marketing philosophy) to succeed in today's fiercely competitive markets. To have a better understanding of how business to consumer (B2C) and business to business (B2B) organisations are commercially successful this paper compares and contrasts B2C and B2B organisations in terms of approaches to building customer relationship and achieving customer satisfaction by taking a B2C company, Media Markt GmbH, and a B2B company, Gewurzmuller GmbH, as an example. For that reason the author makes use of the Decision Making Process (DMP) to illustrate the different dynamics of customer decision making. Furthermore the author shows how the Marketing Mix is adapted for different marketing segments.

 

KEYWORDS: comparison, business-to-consumer, business-to-business, organisation, terms, customer, dmp, satisfaction, relationship,

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marketing relationship customer business management discuss crm theory companies dissertation consumer loyalty internet service importance ecrm critical customers cards extent strategy tesco study burger role ei virgin programme success king pharmaceutical benefits proposal key explain understanding organization relationships centrality building retention sector orientation taiwan metaphors using practical identify c differences ps trends improve brand strategic reiss review uk application trust literature natwest provided evaluation reward appraisal ykk student familiar buyers appropriate excellent empress cues takes services international central taking coming organisation terms dmp satisfaction comparison approaches audit amazon whsmith theoretical perspective relevant shape firm city decade practices essay company choice write marriott o requires cultural energa czarni internationally critically enlighten distort views human slupsk club paradigm framework knowledge hr dominant learning electronics institutional sectors usage particular including courtship marriage proposed resource operator blueprint eleven nectar mobile shift managing rela crucial question arising maintaining developing transactions b exchanges spa cockburn lufthansa tactics responsibility buyer passenger ensure hospitality commitment transportation requirement adjust style keys vodafone wal mart boundaries national seller agree products relational value market impact culture database entry marketplace development difference formation marketspace concepts balance category pharmacies concept creating gastrointestinal otc power consumers european complaints tool behaviour centres true answer applicable supermarkets media commerce relations asda oriented approach banking via veterinary banks shopping strengthening toyota nike efficacy status position permission suppliers examples highlight mass evolution solutions effective phases disadvantages respect implemented isolation hsbc bank operations future consider major plc cisco
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