Relationship Marketing in a Global Context

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.