Relationship Marketing in a Global Context

This report explores the concept of relationship marketing in a global context, including its benefits over traditional marketing and different theories related to it. It also analyzes the six markets model and live in marketing model of relationship marketing.

Relationship Marketing in a Global Context

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART A...........................................................................................................................................3
Literature Review........................................................................................................................3
Relationship marketing and Management...................................................................................3
Benefits of relationship marketing over traditional marketing. .................................................4
Different theories related to relationship marketing...................................................................6
Analysis of six markets model and live in marketing model of relationship marketing. ...........7
TASK B...........................................................................................................................................9
Marketing and Communication Plan..........................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Relationship marketing emphasis over building customer relationship. This involve
framing suitable marketing strategies in order to build consumer trust and loyalty. Company
management focuses on building strong and emotional connect of customer with the brand.
Henceforth, this report will include literature review over relationship marketing in global
context. Furthermore in this report a suitable marketing and communicational plan over Apple I
phone brand will be discussed.
PART A
Literature Review
Relationship marketing and Management
As per the views of Aldaihani, (2019) relationship marketing is about to build a healthy
relationship with the target customer's across the globe. This is more like a marketing shift in the
context of corporate organisations that focuses more on building customer loyalty towards the
company and its brand rather than emphasis over increasing company's sales. As per the author
the concept of relationship marketing is strengthen the tie up between consumer and organization
values. The concept of relationship marketing focuses on continuous process of interpersonal
connectivity between potential buyers and company management. This process involve usage of
communicational tools like social networking sites, websites, customer relationship management
application and other techniques that can effectively enable company management to interact
with its target consumer's. Emergence of technology has evolved the customer relationship
management for the corporate houses as plenty of effective mediums are available in order to
connect with customer's and also to convey about all latest development in products and services.
The practice of relationship marketing involve collaborative efforts of different functional
departments of the company such as marketing department, public relation departments, sales
department and other associated department. The ultimate target of relationship marketing is to
attract new consumer's along with sustaining the existing ones. Convey all the values and
objectives of the organisation is also among a major part of the relation marketing. Campaigning
of relationship marketing is not focused over expanding the customer base for company's
products but it focuses more towards establishing a loyal customer base even in every market
situation.

As per the implementation given by Daukseviciute and Simkin, (2016) relationship marketing
also promotes the unethical marketing publicity in the corporate culture. Many times corporate
entity's usage the concept in unethical manner by over highlighting the wrong information about
company's products and services in order to take competitive advantages in the market. The
concept of relationship marketing create conflicting situations many times between individual
interest and organizational interest and this also drives to wrong publicity of brand in order to
project the organisational structure and products quality the best in the business. Based on the
author's opinion the concept of relationship marketing is also looked void. As all corporate
houses try to utilise the concept in order to take competitive advantages by focusing over
increasing company's sales that completely spoils the fundamentals of this concept. This
strategical tool is more keen towards establishing a loyal consumer relationship by sharing
organizations value and ethics with target customer's. organization rather use the concept as a
marketing campaign for selling company's products and services.
Benefits of relationship marketing over traditional marketing.
Relationship marketing is more like organizational values and ethics with potential
customer's of company in process to build healthy and strong relationship. As per the opinions of
Achen,( 2017) this technique was initially proposed by marketing scholars Berry and Jackson
from America. In process to take competitive advantages by making strong connect of brand
with target customer's through the process of sharing organizational values and work ethics in
relationship marketing. Based on the opinions of author the total cost incurred to build a healthy
relationship is much more than the total cost involved in sustaining the existing consumer base.
This marketing theory create a huge emphasis over improving the bond between organization
and existing customer's to expand the company's sales. Proper and constant communication with
existing customer's play a key role in the practice of relationship marketing. Constant
interactions with customers enable the company management to assess about all the needs and
requirements of target customer's that guides the company management to frame a proper
strategy in order to improve company's sales. Strong relationship with existing customer's also
attract to new people towards buying company's products. As per the opinion of Manzuma-
Ndaaba, (2018) effective communication with potential customer base of company expand the
brand value of company. This technique also enable company management to address different
issues faced by consumer's in order to utilize the advantages of company's products and services.

Management can implement the possible development as well as per the views and opinions of
customer's during the interactions. Consumer loyalty is an important aspect of organisation
profitability and growth and this tool has a major focus on building a loyal consumer base for
company's products and services.
Based on the opinions of Aka, Kehinde and Ogunnaike, (2016) the concept of
relationship marketing also create a lot of hurdles for both companies and customer's. Constant
customer interactions also require an effective communicational network and a team of
professionals who can also manage the entire system. It also becomes a huge task for the
organisations to train employees by improving communicational skills, time management skills
and other associated skills required to cope up the responsibility of relationship marketing. All
the process of training and development seek extra cost of company related to time and money.
To find the expert professionals for conducting training is also a tough task and also involve high
cost of the training program. As per the views given by Siemieniako and Gębarowski, (2016)
relationship marketing is a key process involve in company's operational activity. Relationship
marketing is not a conventional technique it is a modern concept that also followed by selected
organizations as the benefits are not certain from the strategy of relationship marketing. The
biggest disadvantage of this process is many times customer's get irritated from the process of
interaction with companies dignitaries. Most of the time in order to build a healthy relationship
company's representative make a constant effort to interact with customer's by making constant
phone calls which also becomes irritating and distracted for company's customer's. Based on the
views of author the prime focus of the process of relationship marketing is on existing customer's
in order to sustain them for the longer time the new potential consumer's becomes a secondary
commodity for the company. Management do not focus over engaging or prioritizing new
expected customer's or potential customer base. Over focus under this process over existing
customer's restricts the complete advantages of the entire concept of relationship marketing.
Different theories related to relationship marketing.
Relationship marketing is an efficient operational activity comprises with few theories.
As per the opinion given by Al-Msallam and Alhaddad, (2016) relationship marketing can be
best achieved with the use of commitment trust theory. This theory of relationship marketing
emphasis over factors like trust, bond and commitment. All such factors involve in the theory
enable the company management to build a strong and loyal relationship with target customer's.

Based on the opinions of author trust is a crucial aspect involve in company's sales. Marketing
campaign of organisation can only address potential customer base only when such customer's
feels the organisation trustworthy and loyal. The concept of relationship marketing focuses
majorly over building customer trust by sharing organizations values, culture and work ethics in
process to maintain a healthy relationship. Trust factor also enable company management to
sustain the customer's for the longer period even in the environment where other competitors
offers better products and services in more affordable price structure. Another crucial element
involve in the commitment trust theory is commitment. As per the author's recommendations
commitment is among the most valuable elements involve in building a loyal consumer
relationship with the corporate organisation. Commitment of customers ensure about the
sustainability of relationship between organisation and customer's for the longer period. Based
on the authors opinions both the elements must ensure by the corporate organisations while
implementing strategies related to the relationship marketing in order to entertain the complete
advantages of the concept.
As per the views specified by Vatjanasaregagul, (2019) the concept of relationship
marketing can be utilized effectively with the use of KMV theory of relationship marketing.
KMV theory is a systematic approach to build customer relationship under relationship
marketing. This theory emphasis over specific elements like trust and commitment that
effectively enable the company management to build healthy relationship with customer's. This
theory also emphasis over other elements like effective communication, cooperation and equity
that create an emotional attachment in the mind of customer's towards the corporate organisation.
Concept of relationship marketing focuses more on building healthy relationship for the longer
period and all elements of this theory sets a proper hierarchy for in the customer's mind to sustain
the relationship with company. The author also specified that organisations must use an effective
communicational tools like customer relationship management applications in order to manage
the entire process. CRM application is an efficient tool use by most of the organizations as it
enable access of features like date of approach, text, comment and other aspects that guides the
complete outcomes of the relationship process with consumer's.
Based on the opinions of Seturi and Urotadze, (2017)elements and factors like trust,
commitment, loyalty and other associated factors of relationship marketing are emotional or
behavioural in nature. All such elements can't be measured with the use of effective tool.

Outcomes of the relationship marketing can't be measured in academic format which also don't
justify the complete advantages or disadvantages of the process follow in relationship marketing.
Absence of potential effect measurement system under relationship market also restrict the scope
of possible development in the approaches in order to generate the complete advantages of the
process.
Analysis of six markets model and live in marketing model of relationship marketing.
Corporate organisation must meet the customer expectations in order to build an effective
customer relationship. As per the opinions specified by Tien, Cheng and Pei-Ling, (2018) six
market model is an efficient model that can be used by corporate houses in order to build healthy
customer relationship under relationship marketing strategy. Based on the specification given by
author this model focuses over different stakeholders associated with the organisation structure.
All such stakeholders who can contribute in expanding company's sales are focused in this model
for relationship marketing. Author has segregated market into six segments like customer
market, influence market, referral market, supplier market, employee/ recruitment market and
internal market. Customer market involved in this market contains buyers, intermediates, final
customers and retailers. Influence market involve stakeholders and third party. All the
stakeholders who influence target customer's to buy company's products covered in this market
segment. Referral market covered under this model emphasis on all such target customer's and
stakeholders who refer company's products and services to potential buyers. All companies
suppliers are covered under the supplier market. Author indicates that the fifth market segment is
also a crucial part of the model. Employee recruitment model focuses on recruiting the best
skilled and talented graduates in the organisation structure that can add potential value in
organisational structure. The last market involve in this model is called by internal market. This
segment includes the employee of the organisation. Employees can also influence the customer
decision-making in respect to buying company's products and services.
As per the views given by Sousa and Alves, (2019) six market model is more like a
complicated approach of relationship marketing. This model segregates the market into six
categories that causes to extra confusions for the organisation management to frame a suitable
strategy for the relationship marketing. Company management also required to frame multiple
strategies to address all the customer segment that also require extra cost and time for framing

such strategies. Selection of customers for specific market segment also causes to extra
confusion in the mind of management.
On the basis of the facts specified by John and Kijboonchoo, (2019) corporate
organisations can also initiated relationship marketing by utilizing the features of Live in
Marketing Model (LIM). This model is an effective model of relationship marketing as this
model emphasis over providing a relax atmosphere to target customer's so that they can choose
the products and services of the company freely. This model emphasis over selecting a specific
demographic of customer base to operate the functions of relationship marketing. Author has
specified that this strategical too enables use of all the advanced technologies that can support or
make interaction with customers more interesting and useful. The Latest technologies like
customer relationship management applications can be utilized to manage the consumer
interactions under relationship marketing. Usage of the latest applications over customer
relationship management will enable the management to approach customer's in such a way that
customer's don't get irritated from the company's representatives. Many times due to lack of
awareness similar customer base get approached more than one times that made the customer's
irritated and against the company's products and services. Quality of company's products and
services also play an effective role in this model. In case the customers are satisfied from
companies product quality and services than only company management will be able to make a
healthy relationship from the process of relationship marketing. As per the views of
Vatjanasaregagul, (2019) over Live in Marketing Model. This model is a useful tool as this
enable a systematic approach to existing customer's for the relationship marketing. Company
management approach to a specific customer base after conducting the research on existing and
potential customer base in the approach. This model also remove the hurdle of framing multiple
strategies to target every customer segment. Author also focuses over using of the latest
communicational channels for interacting with all the potential customer segments.
As per the views of Seturi and Urotadze, (2017) Live in Marketing Model is a limited
approach towards relationship marketing. Company management select a specific customer
segment under this model in order to channelize relationship marketing which restricts the
advantages of the entire process. Even after the use of an effective strategy this model does not
allow company management to take complete advantages of the process as it restricts the
customer area by specifying the customer segment or base. Due to limitations company

management not get able to deal with issues of all target customer's. This technique is not
effectively improve the brand value of company. Based on the opinions of author this model can
be a beneficial technique in case of small firms or regional companies but in case of big
corporate houses like Apple, Marks and Spencer this model is more like a waste of time as the
companies will not be able to address the maximum advantages of the relationship marketing.
TASK B
Marketing and Communication Plan
Brand Justification
I Phone is mobile brand owned by Apple company. This company started its business
operations in the year 1976. Apple I Phone is a mobile and communicational company. Brand
serves its services across the globe. Apple I phone is among the leading mobile brand across the
world as the company covers the major market share across the globe. Relationship marketing is
among the prioritise aspect of the management of Apple I phone brand.
Market Justification: Apple I phone is belong telecommunication sector. Market segments of
the brand is communication.
Aim:
 To achieve the best customer relationship with the brand.
Objectives
 To improve the customer interactions.
 To improve customer loyalty.
 To build healthy customer relationship.
 To improve company's profitability.
 To improve the work culture of organisation.
 To address customer issues effectively.
Issues
 Proper interaction issues with company's stakeholders.
 Issues related to maintaining healthy relationship with target customer's of company.
 To address issues of company's customers and stakeholders.
 To expand the brand value.
Strategies
Management of Apple I phone brand framing the following strategies in order to meet

all objectives and aim of the company.
Communication Strategy: Building a strong and loyal customer relationship under
relationship marketing it is crucial for the company to have a proper and effective
communicational tool so that management can effectively all the issues of customer's.
Communication strategy will involve installing the latest communicational tools and systems.
Internet is a huge medium of communication and management of Apple I Phone brand is also
planing to involve internet for communicating with all the stakeholders and target customer's.
Telephone or phone call is also a suitable medium to interact with company's existing customer
base.
Social Media Marketing: Social media marketing is among the major marketing tool used by
corporate organisations in today's time. All potential customers of Apple are very much active
over internet sites and different social media channels like Facebook, Instagram, Facebook and
other applications. Company management will convey about all te products and services of the
company with the effective use of social sites
Customer Relationship Management Application: Management of Apple company has
framed a strategy of using customer relationship management application in order to conduct
the function of relationship marketing. Relationship marketing is not just to interact with
customer's in order to convey about the product launch of company's latest products but it is
more like addressing issues faced by customers while using company's services and products.
This application will drives the company management to take the complete advantages of
relationship marketing. Solving issues of customers enables company management to make
customers more loyal towards company's products and services. This application is more like a
communicational tool to the organisation with all existing customers base of the company.
Company management can also address new potential customers with the use of this
application.
Resources:
 Internet.
 Social Sites.
 Telephone.
 Customer Relationship Management Application
 Social Media Advertisements.

CONCLUSION
This report concludes about different aspect of relationship marketing. Models used by
corporate organisation like six market segment model for constituting relationship marketing of
the company and brand. Literature reviews has conducted in this report to project opinions of
different authors about the relationship marketing. A proper marketing and communicational
plan has also summarized in this report.
REFERENCES
Books and Journals

Achen, R. M., 2017. Measuring social media marketing: Moving towards a relationship-
marketing approach. Managing Sport and Leisure.22(1).pp.33-53.
Aka, D., Kehinde, O., & Ogunnaike, O. (2016). Relationship marketing and customer
satisfaction: A conceptual perspective. Binus Business Review.7(2).185-190.
Al-Msallam, S., & Alhaddad, A. (2016). Customer satisfaction and loyalty in the hotel industry:
The mediating role of relationship marketing (PLS approach). Journal of Research in
Business and Management.4(5). 32-42.
Aldaihani, F. M. F., & Ali, N. A. B. (2019). Impact Of Relationship Marketing On Customers
Loyalty Of Islamic Banks In The State Of Kuwait. International Journal of Scientific &
Technology Research.8(11). 788-802.
Castro, I. M. C. D. (2017). Communication plan for Samsung Galaxy A 2017 edition: how to
communicate for millennials(Doctoral dissertation).
Daukseviciute, I., & Simkin, L. (2016). Optimising relationship marketing programmes: a
holistic approach. Journal of Strategic Marketing.24(6). 500-518.
John, J., & Kijboonchoo, T. (2019). Identifying the association between relationship marketing
and Customer loyalty at ABC Bank in Assumption university campuses: A case study
based on the student’s point of view. International Research E-Journal on Business and
Economics.1(2).
Macarthy, A. (2018). 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and
More!. CreateSpace Independent Publishing Platform.
Manzuma-Ndaaba, N. and et.al., (2018). Application of social exchange theory on relationship
marketing dynamism from higher education service destination loyalty
perspective. Management Science Letters.8(10). 1077-1096.
Murtagh, B. K., Lamb, J. S., & Doncaster, S. W. (2017). Developing a Marketing Plan for the
Christian Science Monitor.
Perkins, L., & Rogers, K. (2019). Developing Future Leaders to Plan Your Chapter's Legacy.
Seturi, M., & Urotadze, E. (2017). About Marketing Process Model and Relationship Marketing.
In Proceedings of International Workshop „Model-Based Governance for Smart
Organizational Future.(pp. 169-171).
Siemieniako, D., & Gębarowski, M. (2016). B2B Relationship marketing management in trade
fair activity. Cambridge Scholars Publishing.
Sousa, B. M., & Alves, G. M. (2019). The role of relationship marketing in behavioural
intentions of medical tourism services and guest experiences. Journal of Hospitality and
Tourism Insights.
Tien, C. T., Cheng, H. K., & Pei-Ling, S. (2018, July). The Mediated Effect of Relationship
Marketing on the Influences of Irritation Advertising in Fintech Times. In Proceedings
of the 2nd International Conference on E-Education, E-Business and E-Technology.(pp.
99-101).
Vatjanasaregagul, L. (2019). Relationship Marketing in an Open University. Journal of MCU
Buddhapanya Review.4(3).