|
(2009, 2200 words)
The paper provides answers to four questions about competitive advantage (CA) and relationship marketing (RM): Discuss what is meant by competitive advantages and give examples of how it may be obtained. Outline, using appropriate framework, how an organisation may try to develop a competitive advantage. Explain the concept of 'relationship marketing' and the importance of creating customers value and relational benefits in the hospitality industry. Discuss the key requirement necessary to ensure the success of a relationship marketing programme. Theories of CA and RM re reviewed; examples are given of companies' strategies aimed at achieving CA through RM policies.
(2008, 6500 words)
The paper examines how the Internet and relationship marketing can contribute to the pharmaceutical industry, helping pharmaceutical companies to gain access to physicians and build customer loyalty. A review of related literature is presented discussing the move from traditional marketing and customer acquisition to relationship marketing and customer loyalty. The changes of customer loyalty in an online environment and their implications for the pharmaceutical industry are considered.
(2007, 2500 words)
The relationship marketing literature has received considerable criticism on a wide number of bases, including its origin, the definitions that govern it, and the parameters that surround it, its usefulness to strategic marketing, and many others. This critical literature review aimed to examine the relationship marketing literature, understanding the actual impact that it has had on marketing practice.
(2006, 1600 words)
Through this report, the writer presents an analysis of the customer relationship marketing steps taken by Tesco, the leading retail firm within the UK. While the relationship marketing activities are evident in its dealing with the customers, Tesco has initiated steps towards strengthening its relation with the suppliers as well. The write-up ends with some recommendations for Tesco in enhancing the CRM which is already of high-standards.
(2006, 3000 words)
The paper addresses the problems of relationship marketing (RM) discussing the concepts of trust, satisfaction, commitment, loyalty, etc. The methods of maintaining customer loyalty in electronic marketplaces are identified presenting examples of e-relationship marketing tactics.
(2005, 2700 words)
This paper gives a critical appraisal of relationship marketing. With a thorough overview and discussion of its origins, it goes on to cover the importance of relationship marketing in the modern business environment and the impact of loyalty. The paper discusses the possibility of a paradigm shift away from the traditional marketing mix, and towards a relationship-orientated approach to marketing theory, concluding that these concepts can be integrated to some extent.
(2006, 496 words)
The paper examines the role of customer complaints in improving the quality of the company’s products and services. Analytical tools used to identify customer problems are reviewed; the experience of dealing with customer complaints in WCH hospital is described.
(2006, 1700 words)
This essay focuses on brands, brand loyalty and relationship marketing in relation to customer loyalty and rewards cards, using Marriott as an example. Creating loyalty through reward cards has become one of the core marketing strategies (Kim et al. 2003b) in the hospitality industry.
(2005, 4000 words)
The paper examines the evolution of relationship marketing (RM) into Customer relationship management (CRM) reviewing the theoretical background of both concepts and discussing the issues of the integration between the businesses and their customers, and the incorporation of CRM into marketing plans.
(2006, 2500 words)
The paper reports on the relationship marketing principles used by Amazon, WHSmith and Tesco in their Internet marketing strategy. Theoretical approaches to brand value are reviewed discussing functional and emotional aspects of the studied brands. Recommendations are given to companies’ management about their relationships with the customers.
(2006, 2500 words)
The paper examines the keys to successful customer service in chain retailers. Literature is reviewed on the theory of competitive dimensions, market forces, demand fluctuations, roles of retail organisations, service quality, customer satisfaction, etc. Secondary data is interpreted with reference to Wal-Mart practices in customer service.
(2006, 2000 words)
The paper sets to examine three media organisations – Yahoo! Inc., BBC, and the News Corporation – to see on what basis they are competing. Two competitive advantage factors only are scrutinised in the work: powerful brands and intimate customer relationships. The author then analyses which is more relevant for growth and commercial success of the three companies under consideration. The paper also touches upon the challenges that each of the organisations is facing.
(2006, 2000 words)
The paper examines the issues of auditing customer service and satisfaction reviewing literature related to the topic, outlining audit techniques, and making conclusions about performance indicators critical for a company.
(2006, 2000 words)
This report discusses the rationale for firms understanding consumer behaviour. Many firms understand what their customers want and gather large amount of consumer data. Nonetheless, a large proportion of these companies are not fully customer aligned. In this report, the importance of consumer behaviour and its affect on the marketing decision-making process is discussed. Asda and supermarket retailing are used as a case example.
(2006, 3000 words)
The paper examines relationship marketing discussing the dimensions of business relationships, i.e. commitment, trust, cooperation and adaptation, and focusing on the role of trust in business-to-business marketing. Literature on the concept of trust is reviewed including trust scenarios and types, trust development in sales, relationship commitment, etc.
(2005, 2000 words)
The paper reports on Loyalty Management UK conducting the companys SWOT analysis, describing the background of the Nectar scheme and discussing advantages and disadvantages of retailer loyalty programmes from the perspective of customers and retailers. Strategic options for Nectars competitor Air Miles are outlined.
(2006, 5500 words)
The paper reports on customer relationship practices at CISCO Systems, the company developing the Internet Protocol (IP)-based networking technologies. An overview is provided of Ciscos main competitors, key stakeholder, customers, etc. The aspects of customer satisfaction are highlighted; the practices of Ciscos Internet Business Solution Group (IBSG) in relationship marketing are reviewed.
(2006, 3400 words)
This paper aims to review the key themes and issues of relationship marketing believed to be most crucial within relationship marketing literature. It discusses the understanding of relationship marketing including definitions, schools of thought and the paradigm shift. It also considers the transition from business-to-business and business-to-consumer marketing; the importance and views on Morgan and Hunts Commitment-Trust Theory (1994); mutual beneficial exchange between business and consumer; the marriage analogy and current applications of relationship marketing.
(2005, 12000 words)
The dissertation aims to investigate the role of relationship marketing (RM) in customer retention in the UK banking industry providing a review of literature on the history and definitions of RM, the benefits of RM in the financial services industry, the issues of customer loyalty, etc. Research methods include collection and analysis of secondary data; qualitative and quantitative primary data (interviews and questionnaires) was collected from professional staff within three different IT organizations. Conclusions are made about the correlation between RM and customer loyalty, and the factors determining a positive relationship between banks and their customers.
(2005, 3000 words)
The paper investigates marketing services of health-care veterinary focusing on the performance of the Cockburn Veterinary Group (CVG) and drawing comparisons with traditional veterinary services. CVG practices are reviewed including customer relations and clinical staff management, quality management, etc. The theories of relationship marketing are reviewed in relation to veterinary services.
(2005, 2000 words)
The paper examines the customer relationships strategy identifying the basic concepts of retention management and providing an overview of the US and UK banks practices in improving their service quality through a relationship chain. The importance of appointing a senior manager responsible for retention management is highlighted.
(2004, 2000 words)
The paper gives an overview of relationship marketing providing its definition and discussing its historical background, reasons for popularity among professionals and academics, methodologies and practices, advantages over transactional exchange, and future prospects.
(2004, 2900 words)
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.
(2004, 2000 words)
The paper looks at the importance of the exchange of relationships between the organisation and its customers. The concept of relationship marketing is defined highlighting the Six markets model; its advantages are outlined. The author examines relationship marketing practices adopted at Nike showing its activities in each of the six markets.
(2005, 3000 words)
The paper seeks to define the role of the customer in today's businesses undertaking a study of customer-oriented approaches. The concepts of marketing, custom services and customer centrality are discussed and illustrated using the example of the Toyota company. Conclusions are made about competitive advantages of a customer- and marketing-oriented business highlighting the importance of customer retention.
(2004, 3500 words)
This paper introduces the concept of relationship marketing ad argues whether relationship marketing, so popular in the recent years, is always the right answer for organisations. The paper includes theory of relationship marketing, concepts of relationship marketing, Strategic issues and implications in relationship marketing, process of relationship development between the company and the consumer, and investigation of possible drawbacks of the relationship. The paper contains number of theories of relationship marketing.
(2004, 4000 words)
In the following report, various perspectives on relationship marketing (RM) will be defined and examined. This report will also identify the forces that have had impacts on the marketing environment in recent years; which have led to the rapid development of RM practices. This report will illustrate that RM does play an important role within organisations with the focus on how information technology (IT) could enhance RM.
(2004, 3400 words)
The following essay critically appraises the appropriateness of metaphors (e.g. relationship, marriage) with relevant examples from the service sector. In order to show the "big picture", the concept of relationship marketing is initially discussed as well as the terms "metaphor and relationship".
(2004, 5000 words)
The present paper explores the state of customer service in various UK shopping centres. This literature review section outline the importance of good level of customer service for contemporary shopping centres. Through the wide range of theoretical and empirical arguments the paper builds the logical bridge between the new business requirements and the importance of developing and maintaining good level of customer services. To support this logical chain the paper reviews the way customer service might affect customer perception of a particular product. Further on, the paper discusses the way this influence can be applied by shopping centers in order to affect the choice of potential consumers. The aim of this paper is to devise a blueprint for excellent customer services for UK shopping centres. The aim arises from the understanding of the strategic importance of customer services as the way to differentiate itself from competitors. This aim would be fulfilled through the primary research. The paper applies case study as its research strategy as it provides understanding of the dynamic present within particular context. The research is inductive and of exploratory nature. The analysis is based on the primary data collection.
(2003, 10000 words)
This dissertation aims to investigate the relationship that loyalty card schemes build between supermarkets and consumers. Literature review provides detailed investigation into the nature of loyalty cards; why loyalty cards are being used by supermarkets; benefits and drawbacks of loyalty cards and assessed the power of loyalty cards as the medium to build strong, healthy and long-lasting relationship between the supermarket and customers. Primary research in the form of questionnaires is being used to assess the value and effects of loyalty cards for both supermarkets and consumers.
(2004, 3900 words)
Relationship Marketing has been one of the hot marketing issues of the 1990s and early 21st century. This assignment explores the pluses and minuses of relationship marketing, contrasting it with transactional marketing, and also looks at ways of developing a relationship marketing approach. A number of metaphors (including courtship, relationship and marriage) have been proposed to explain the shift away from managing one-off transactions in business to consumer (B2C) marketing exchanges to building, developing and maintaining a relationship marketing approach.
(2004, 6000 words)
This report discusses the key issues in relationship marketing and e-commerce as they apply to Business-to-Business marketing; Supply Chain Issues; Relationship Marketing's role in Business-to-Business Markets; Transactional Marketing; (B2B) E-commerce; Key Issues and Attractions of B2B e-commerce. Lastly, real-life e-commerce example is being analyses with concepts being applied onto it.
(2003, 2500 words)
This report is analysing the concept of Loyalty Cards (like Nectar), benefits and risks involved in launching such a card, what does this card offer to both the consumers and the organisations involved which is unique, in terms of relationship marketing, when compared to other loyalty cards. Report also outlines the type of information companies may collect via loyalty cards scheme and what are the ways to improve the performance of loyalty schemes.
(2004, 2500 words)
The following report provides a critical account of the concept of Relationship Marketing, its evolution and current state. Moreover, the report assesses the role of retail loyalty schemes in creating customer loyalty.
(2003, 1000 words)
This paper analyses the major differences between, and future trends of, ECRM and CRM and whether ECRM and CRM can be implemented in isolation from one another.
(2003, 2000 words)
This paper discusses the evolution of ECRM (electronic customer relationship management) from mass marketing through to permission marketing and analyses the concepts of mass marketing, market segmentation, relationship marketing, one-to-one marketing and permission marketing.
(2004, 1500 words)
The current paper discusses the way of the proliferation of Internet influenced the balance of power between consumers and companies. The discussion will highlight the causes of the increase of consumer power in certain industries. At the same time on the example of certain service industry companies it will show that the market power shift did not affect all the industries in the equal way. The review of database marketing capabilities will show the way companies can collect information about customers and use it to increase their bargaining power. Using UK food retailing industry, the paper shows the way a company can use both relationship and database marketing in increase its bargaining power.
(2003, 4000 words)
This report provides several definitions of relationship marketing, fundamentals of relationship marketing, Academics theories of Relationship Marketing, Changes in Relationship Marketing Approach, importance of relationship marketing and drawbacks of relationship marketing. The report is illustrated with several examples of relationship marketing.
(2002, 2600 words)
(2003, 3000 words)
This paper investigates Customer Relationship Marketing, merits and limitations of CRM, its applicability to mass consumer markets and the future of CRM. This paper also outlines how benefits and technologies brough by CRM can be deployed in the other Marketing and marketing communications areas (in particular PR)
(2003, 900 words)
This is a summary of the currently implemented and suggested CRM (Customer Relationship Marketing) strategies for Reiss, UK-based apparel retailer and manufacturer. This is considerably young and new to the high street retailers company with high growth and expansion prospects as nationally, so internationally. All of the ideas are based on company's capabilities and needs as well as current marketing situation and competitor benchmarking (Mango, Zara).
(2003, 1300 words)
This is an assessment of a potential entry into European Market by Reiss, UK-based apparel retailer and manufacturer, using brand development strategy. This is considerably young and new to the high street retailers company with high growth and expansion prospects as nationally, so internationally. The study is partially based on academic work on branding by Philip Kotler and assessment and analysis of the company's current developments in the area, suggesting ideas and strategies for the successful entry. All of the ideas are based on company's capabilities and needs as well as current marketing situation and competitor benchmarking (Mango, Zara).
(2003, 2000 words)
This report analyses HSBC bank and CRM implementation in the company. Based on the CRM and relationship marketing theory recommendations are given to the HSBC bank on how it can improve its strategic position through the relationship marketing application.
Page 2>Page 3>
|
