Marketing Management Model- Loyalty Ladder

Marketing
Management

MARKETING 1
“Marketing Management Model- Loyalty Ladder”
Marketing Management is a procedure of analyzing, implementing and controlling the
programmers. Marketing management concept helps to take the decision to the company
effectively (Chernev, 2018). It is considered as the beneficial process for an organization in
terms of higher satisfaction. There are various models and frameworks of marketing
management that helps the company to satisfy the consumers at the higher level. Loyalty ladder,
service-profit chain and the others are the models that are used by the companies to maintain
long term relationship (Villeneuve, and Pasquier, 2017). In this paper, discussion is made on the
model of marketing management that helps the organization to satisfy the consumers. Loyalty
Ladder has been taken into consideration to analyses it uses and challenges while implementing
at the workplace to provide the high level of satisfaction to consumers.
It is a continuation of previous assignment that is why; Select Service Partners has been taken
into consideration in this paper. Select Service Partners is a B2B company that provides the food
services to the outlets of airport and railways stations (SSP Group plc, 2018). Airport outlets are
the main group of consumers of the organization that are mainly required to provide the higher
level of satisfaction.
Loyalty Ladder is a tool for marketing communicators. It is a concept of marketing that sees
consumers gradually moving up through relationship levels. This relationship level starts at the
bottom as prospects and end up at the top as advocates. The model contains five stages in which
the each type of consumes is defined. The five steps of the ladder are prospect, customer, client,
supporter and advocates. The stage of ladder is start from prospect and at the stage of advocate.

MARKETING 2
(Sources: Eight Leaves, 2014)
Selected Service Partners can use this model to provide the higher level of satisfaction to the
organization consumers those are airport outlets and it also helps to maintain the relationship
with the consumers for long time. The main objective of this model is to help the organization to
evaluate the consumer’s satisfaction stages to get the high satisfaction. As per the model,
company has to provide the quality of services that exceeds expectation of consumers (airports
outlets) at each step. Loyalty is a common word which helps the organization to build strong
brand image in the market. The consumer of organization grows with the every stage of
satisfaction interaction until it reaches as a peak level of support. Travelers or tourist are the
major element for airport outlets that helps to grow at the higher level. As per the ladder model,
the higher level of consumer’s satisfaction reaches at the stage of championing and word of
mouth that are top stages where the consumers pay for the services without thinking another
thought.