Role of Data in Improving Relationship Marketing and Customer Expectations

MARKETING
MANAGEMENT

Table of Contents
ABSTRACT.....................................................................................................................................3
INTRODUCTION ..........................................................................................................................3
MAIN - BODY................................................................................................................................4
Role of data in improving relationship marketing and Role of data improves customer
expectations and service excellence.......................................................................................4
Concept of segmentation, targeting and positioning for specific product or service ............6
Create a rational for innovation in product and service for meeting the needs of customers 7
Develop solutions within specific target group to review the effectiveness in fulfilling needs
of customers............................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................11

ABSTRACT
This project is based on the marketing management that is one of the prominent term for
the organisation because it helps in planning, organising, managing and controlling the activities
for gaining higher profits. Making of this report helps in understanding the role of data that helps
in improving the customer relationship and service experience so that organisation will gain
higher profits and revenues in their long term survival. Further, STP model helps in easily
targeting the customers and positioning the brand in the market place by proper segmenting the
people according to their behaviours, actions, age, lifestyle etc. Further in this company can
includes the innovation for satisfying the needs and demands of the customers so that company
will gain profits. At last it helps in showcasing the improvements in specific target market so that
company will gain the competitive advantage and longer survival in the marketplace.
INTRODUCTION
Marketing management refers to the activities of planning, organising, controlling,
managing and implementing the marketing policies and strategies that are designed for satisfying
the needs and wants of the customers by the products of the organisations. It reflects the
discipline within the organisation that focuses on the marketing orientation and methods that is
related to the resources which are used in the marketing. This report is based on the ZARA, that
is the multinational brand which specializes in the clothing, accessories, shoes, perfumes, beauty
products, swimwear etc. It shows the largest company in the Inditex group with a revenue of €
18.021 million. This project inculcates the data that shows the improving relationship with the
customers with the organisation marketing. Further it shows the concepts the STP model that
involves segmenting, positioning and targeting for a specific product or a service of a marketing
management. After that it inculcates the innovation in their products and services for enhancing
their profits and market share with longer sustainability in the market place. At last it develops
the viable solutions within specific target group by reviewing the needs and demands of the
customers and sales. This helps in gaining competitive advantage and also helps in earning more
profits(Deepak and Jeyakumar, 2019).

MAIN - BODY
Role of data in improving relationship marketing and Role of data improves customer
expectations and service excellence
Relationship marketing refers to an effective concept that mainly focus on the loyalty of
the customers and the long term engagement of the consumers with the organisation rather than
short term goals. The main objective this relationship marketing is to make a healthy relations
within the market. For improving the relationship marketing in context of ZARA, this report
presents a role of data in relationship marketing that also helps in upgrading the expectations of
the customers and the service excellence and it can be shown below(Chernev, 2018).
 Higher customer lifetime value - It is the main role of big data in updating the
relationship marketing that is related to the customer relationship marketing which
involves the integration of internal CRM with the external sentiments of the consumers
that is obtained from the sources of the social media like Twitter, You-tube etc. These
data helps in providing major opportunities for enhancing sales. In case of ZARA, this
data is very helpful for maintaining the relations with the people of society who are the
buyers of the products and services. Due to COVID 19 use of social media marketing is
increasing and company will invest more in this so that they can sell their products and
services by providing good services to the customers so that they are highly impressed
with the organisation and it helps in gaining more and more profits. In recent years use of
digitalisation is very trendy and it contains least cost in building the strong customer
relationship. This term also shows the good service excellence by providing the best
services due to digital media(Adams, Freitas and Fontana, 2019).
 Outsourcing - It is the major role of the data in improving the relationship with the
customers by the company. In case of ZARA, data provides the opportunities better the
customer analysis so that it gives the predictive outcomes to the company. In this
concerned company can process the data in the real time so that it helps in improving the
marketing relationship and also helps in showing the good services by regularly do a
research by using follow-ups. As this data helps in making the comparison between the
past and present situation so that firm can enhance their strong connection with the
customers.
Role of data in improving customer satisfaction and service excellence