Marketing Report: Relationship Marketing in a Global Context Analysis

This report provides a comprehensive analysis of relationship marketing within a global context. It begins with an introduction highlighting the significance of marketing in enhancing business performance, particularly in international markets, and defines relationship marketing as a strategy focused on improving business networks and expansion. The main body of the report offers a literature review that defines relationship marketing and discusses its effectiveness, emphasizing its role in improving customer satisfaction and loyalty. The report explores the major purposes of relationship marketing, such as enhancing product and service quality, building customer awareness, and adapting to technological advancements like ERP and social media. It also examines the impact of relationship marketing on businesses, including its influence on operations, marketing strategies, and revenue generation, as well as its effects on employees and customers. The report references several academic sources to support its findings, providing a well-rounded overview of the subject.

Relationship Marketing in a
Global Context

Contents
INTRODUCTION...........................................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Marketing plays a very deep and significant role in the setting up of the effective market
plans that will help the firm to enhance the overall performance of the organization in the greater
extent. This will help the organization to enhance the quality of a product s and services that are
been offered by the business organization. Relationship marketing is greatly based on the
business activities and business operations that are been taken in consideration by a firm to
improve their business network and catalyzing the enterprise expansion. The document will
provide the extensive detail of relationship marketing and related activities that will help the
organization to enhance their performance in international level.
MAIN BODY
PART A Literature Review
Definition of relationship marketing
Relationship marketing will play a very deep and significant role that will help the
organization to enhance the quality of products and services offered to their customer base on the
international level. This will help the organization to identify the needs and demands of their
customers and provide them with suitable and proper goods and features according to their
accessibility and feasibility of the firm. Especially, on the international or global level, relational
marketing will help the organization to enhance the quality of products and services that will
help the organization to have a satisfied, loyal customer base. As per the views of (Alrubaiee &
Al-Nazer, 2010), Relational marketing can be defined as the response to the effective planning of
the marketing plans and campaigns that are been taken in place with the organization that will
support the effective growth and rise that will help the firm to improve the business activities that
will help the firm to improve their revenue. Specifically, the customer relationship management
system, that will be implemented by an organization will help the firm to enhance the quality of
business operations and activities that will support an effective and significant growth of the
business entity.
Effectiveness of relational marketing
The proper placing if the various operational and other business marketing operations that
will help the firm to enhance their performance and thus will help the organization to enhance
the quality of business activities and other operations that are been taken within the context by a
business organization. This will help the firm to enhance the quality of operations which will
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help the firm to enhance their business performance in a greater way. In accordance with the
views of (Kotabe & Helsen, 2014), relational marketing will help the firm to enhance the quality
of business operations and activities that will support an significant growth of business
operations thus helping the firm to have a good accessibility that will help the firm to have an
international penetration in market and thus support the effective growth and thus will help an
organization to improve the measures of business growth and development. On an international
level. The firm will thus help the organization to identify the requirements of their customers
requirements and develop the products and services accordingly. His will improve the clients
satisfaction level, contributing the firm to have a good management of their personal revenue and
business expenses. On contradiction to it, (Kumar, Sunder & Ramaseshan, 2011) stated that the
effective planning of a business operations will help the fir to enhance the quality of business
activities that will lead the organization to enhance the quality of firm. But the changes that will
be assimilated within the firm looking at the global scenario that will help the firm to grow may
not be well accepted by the work force of the firm, affecting their business operations and overall
functionality of a business entity. This will require the firm top undertake the suitable measures
that will help the for to improve the quality that will help the firm to enhance their performance.
Besides this, it will help the firm to identify the marketing practices to be adopted at an
organization.
Major purpose of relationship marketing
The major and most important reason of using the relationship marketing will help the
firm to enhance the fir to improve the quality of products and services that will support an
effective placing of marketing activities and operations. As per the vies and research of (), there
are vivid reason of using relationship based marketing process that will help the firm to enhance
the quality of services and thus will help the organization to have a positive growth. It will assist
in improving the awareness of a customer towards the products and services of a business
organization. Other than this, it will help a business enterprise to identify the feasibility and
effectiveness of their operations. This will help the organization to enhance the quality of
business activities that will help the firm to carry out the business activities. As pr the views of
(Knox, Marston & Imort, 2016), with the open economy and onset of diversified technologies
like ERP, Cloud based marketing, social media marketing has help an enterprise to build
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relationship with employees and customer as well. This leads to Establishment of loyal customer
base and in addition to it, contributes to growth and development of an organization.
In recent times, relationship marketing is on upsurge or boom, giving the business enterprise a
positive growth rate and response from customer. It has given them a good susceptibility to have
an adaption of innovation and improvement in business operations for better performance
management an employee customer engagement.
Impact of relational marketing on a business
The relational marketing measures will impact the overall operations and functions of an
organization that will help the for to improve the quality of business activities and growth
functions. Besides this, the relational marketing will help the firm to identify the marketing
measures that will help the firm to improve the business processes and other activities which will
support a proper growth and development of a wide range of revenue generation measures which
will support the rise in meeting the effective planning of the business operations that will
support the effective placing of business operations. It also supports the adoption measures of the
effective marketing tools and techniques that will support an effective rise in business operations
and thus will facilitates the meeting of the operational requirements of a business entity. Having
a good business relation with the customers is been dependent on the marketing measures and
activities that will help the firm to have a significant growth. This will help the fir to enhance the
quality of measures that are been evaluated will help the organization to enhance the firm to meet
the business activities of an entity. However, it will also help the firm to identify the scope of
growth and thus will help an organization to enhance the firm to improve the overall
functionality and thus will contribute in the growth and development of a business firm. This
changes are required to be taken in effective consideration and evaluation that will help the firm
to meet the operational capabilities of an organization. This will help the firm to improve the
effective growth measures that are been taken in the consideration which will support the
effective management of business enterprise. It also supports the organization to have an
effective growth and thus will assist in the proper management of a wide range of business
activities in order to have an effective and significant growth rate. Other than this, as many firms
are now opting tom operate on international level, the globalization will help the firm to increase
the quality of products and services, which will help the fir to enhance the quality of a wide
range of business operations. Other than this, it will help the firm to have an effective and
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significant increase in the effectiveness of executing business activities on international level. On
the basis of the Seminal research by (Wang & et.al. 2011), this can be said that the relationship
marketing will help the firm to enhance the quality of business activities and operations hat will
support the rise in execution of business activities in an very effective manner. It will help the
organization to lay an effective rise in setting up of business operations and activities that will
support an effective growth of business activities. It will also help the firm to improve their
marketing strategies as per the country of origin. This help the organization to create an stronger
relationship with their customers and thus will help the firm to enhance the quality of business
operations in a significant manner.
Impact of relationship marketing on employees and customer of a firm
Relation based marketing is required to be managed to have a good and effective planning of the
business activities that will help the organization to enhance the firm to have a suitable rise in the
placing of business marketing activities which supports a proper development of a good
communication and relation between the employees and customer of the firm. This assist an
organization to improve the quality of services and thus will help the business enterprise to meet
the operational requirements in an effective and significant manner. A good employee customer
bonding will support the organization to have a significant growth and thus will lead the placing
of a wide range of operations this will help the organization to enhance the quality of operations
which are been taken in practice by a business enterprise.\
As per the findings of (MacInnis, Park & Priester, 2014), management of the employee and
customers relationship will help the firm to have a good rise in placing of business activities
which will support an effective placing of marketing practices and policies. This will improve
the setting of a wide range of business activities tat will catalyze the growth of firm. On a global
and international scenario, the employee- customer relationship is required to have a good rise in
business activities and operations which will help the firm to improve the quality of business
operations and other activities that will enhance the overall performance of the organization.
The employees or staff of the firm will be able to gain the confidence of their customer to
ensure their retention and thus will help the firm to possess this qualities and activities. The
employee retention is very important that will help the firm to increase their revenue and market
share. The customer loyalty is the biggest mark of the growth extent of an organization. On the
other hand, in contradiction to this fact, (Zimmerman & Blythe, 2013) stated that the
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requirements of customer base can be sometimes proved to be too exaggerated and demanding,
that can affect the overall operations of a business enterprise in a significant manner. The setting
up of an stronger relationship with the customer will help the organization thus impacting their
performance and this will impact their overall operations. Te firms operations in various sectors
will adopt the marketing strategies and practices as per their industry and customer base. As
every relationship is transnational in nature, the firm has to look after the proper management of
this relation in order to decide and develop appropriate strategies. As per the views and findings
of (Alvarez, Casielles & Martín, 2010), this will not only help the firm to sustain their old
customers but also help them, to gain a new one.
Relational marketing to improve the performance of business
Relationship marketing is related to building relation with the customers in order to have
long – term relationship with them. It is a strategy formulated to retain customers by promoting
organisation products and services. It focuses on customer loyalty and their long – term
engagement with company. Relationship marketing provided various benefits to organisation
such as customer satisfaction which helps in increasing their customer base. Relationship
marketing helps in getting more feedback which assist them in changing their product style. As
per the views of (Kotabe & Helsen, 2014) , Relationship marketing in global context is related to
create a customer loyalty internationally to increase their profitability by serving customer with
the best product and services. It is a strategy in which firm conducts Relationship marketing
programmes in order to retain their customers.
According to (Sullivan Mort, Weerawardena & Liesch,2012), Relationship marketing is
a tool to create a marketing network. Marketing network consist of company and its stakeholders
such as customers, employees, supplier, distributors etc. Relationship marketing involves direct
marketing which includes communication with the customers directly. Direct marketing
provides a way to communicate with customers and make them available with the products they
demanded. It includes digital marketing which is a easy way to communicate with customers and
promote the products and services of company.
As per the views of (Gummesson, 2011), relationship marketing helps in retaining
existing customers whereas in contradiction to this new customers are treated as secondary
option. The enterprise is benefited by implementing relationship marketing strategies which
assist them in increasing their profitability by satisfying their customers demand. Relationship
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marketing helps in building a good brand image globally which support them in increasing their
profitability and attract more customers towards the brand. There are two types of theories in
relationship marketing. Commitment - trust theory and social exchange theory . Commitment –
trust theory of relationship marketing lays emphasis on building trust between the parties to
have a strong relationship. This theory involves trust and commitment. Trust is related to
creating confidence by fulfilling their promises.
According to (Chaffey & Ellis-Chadwick, 2012), Commitment involves long term desire
of the organisation to retain their customers for a long period. Commitment -trust theory support
organisation in creating customer loyalty by fulfilling their promises and providing them with
high quality products and services. Social exchange theory of relationship marketing involves
social benefits which the firm get by minimising their cost increasing their profits. Social
exchange theory involves communication exchange which involves reciprocation.
According to (Kaynak, Wong & Leung, 2013) social exchange marketing on the basis of
current trend customers are involved in a relationship where they get assurance about good
quality services and delivery. Relationship marketing works by identifying their customers needs
by interacting with them and providing customers with firm products and services to and take
their customers reviews to identify defects and various other things relating to products and
services offered to customers in order to offer customers with the best products and services to
build a strong relationship with them.
On the basis of reviewed literature, it is understood that relationship marketing involves
trust , commitment, satisfaction and various other determinants which assist in creating a strong
relationship with customers to retain them in business. To sum up the views discussed above, it
has put insights on the relationship market on the global context. This will help to enhance the
overall business performance and thus will support the firm.
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REFERENCES
Books and Journals
Kaynak, E., Wong, Y. H., & Leung, T. (2013). Guanxi: Relationship marketing in a Chinese
context. Routledge.
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and
practice (Vol. 5). Harlow: Pearson.
Gummesson, E. (2011). Total relationship marketing. Routledge.
Sullivan Mort, G., Weerawardena, J., & Liesch, P. (2012). Advancing entrepreneurial marketing:
Evidence from born global firms. European Journal of marketing 46(3/4). 542-561.
Kotabe, M., & Helsen, K. (2014). Global marketing management.
Alvarez, L. S., Casielles, R. V., & Martín, A. M. D. (2010). Analysis of the role of complaint
management in the context of relationship marketing. Journal of Marketing
Management. 27(1-2). 143-164.
Zimmerman, A., & Blythe, J. (2013). Business to business marketing management: A global
perspective. Routledge.
MacInnis, D. J., Park, C. W., & Priester, J. W. (2014). Handbook of brand relationships.
Routledge.
Wang, Y. S. & et.al. (2011). The relationship of service failure severity, service recovery justice
and perceived switching costs with customer loyalty in the context of e-
tailing. International journal of information management. 31(4). 350-359.
Knox, P. L., Marston, S. A., & Imort, M. (2016). Human geography: Places and regions in
global context. Pearson.
Kumar, V., Sunder, S., & Ramaseshan, B. (2011). Analyzing the diffusion of global customer
relationship management: A cross-regional modeling framework. Journal of International
Marketing. 19(1). 23-39.
Alrubaiee, L., & Al-Nazer, N. (2010). Investigate the impact of relationship marketing
orientation on customer loyalty: The customer's perspective. International Journal of
Marketing Studies. 2(1). 155.
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