Relationship Marketing
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TABLE OF CONTENTS
EXECUTIVE SUMMARY
THE RELATIONSHIP FUNCTION
Introduction
The Eight Concepts of Relationship Marketing
Market Strategies
Customer Bonding & Positioning
Quality Management and Benchmarking
Communication and Promotion
THE RELATIONSHIPS COMPANY OF THE FUTURE
A RELATIONSHIP MARKETING PLAN
REFERENCES AND BIBLIOGRAPHY 27
BIBLIOGRAPHY:
ANNEXURES:
APPENDICES
Appendix A
(Intersite’s Current Organisational Structure)
Appendix B
(Reporting Structure)
Appendix C
(Intersite’s Previous Organisational Structure)
Appendix D
(The most important labour statutes)
Appendix E
(Steps in Selection Process)
Appendix F
(Recruitment Process)
Appendix G
(Types and Structure of Rewards)
Appendix H
(Training Needs Analysis)
Appendix I
(Communication areas and Objectives)
Appendix J
(Motivation)
Appendix K
(Workforce Planning and Programming Process)
Appendix L
(Succession Plan)
Appendix M
(Harvard Model)
Appendix N
(Strategic Directions)
Appendix O
(Learning Organisation)
EXECUTIVE SUMMARY
Relationship marketing is a business philosophy, which aims to develop strong relationships with a range of stakeholders, such as suppliers, media, intermediaries and public organisations, as well as with customers.
The goal of relationship marketing is to align all of the aspects of a company within its chosen customers and stakeholders. This can only be achieved by applying the Eight Concepts of Relationship Marketing on an ongoing basis. The company must ensure it has Market Strategies
in place to help it achieve its objectives. Customer Bonding & Positioning allows a company to provide what the customer wants; thereby ensuring they have a better position in the market place than their competitors. By introducing the concept of Total Quality Management into the company, the benefit thereof will be a better commitment by the organisation to manage quality, thereby improving customer satisfaction.
Benchmarking will encourages management to focus externally on the customer and the competition, as it highlights the gap between where the company is