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Client Relationship Marketing

Client Relationship Marketing. Revision Guide. Assessment Criteria and the unit objectives. Knowledge and Understanding

lesley-avila
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Client Relationship Marketing

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  1. Client Relationship Marketing Revision Guide

  2. Assessment Criteriaand the unit objectives • Knowledge and Understanding • analyse the size, scope and structure of the sponsorship, corporate hospitality, licensing, conferences and events markets, and their role in business to business relationship marketing • Analysis and evaluation • acquire a range of theoretical tools to analyse and manage inter-organisational relationships

  3. Application • Develop the skills and expertise needed to initiate, develop and retain relationships with corporate clients • Presentation and organisation • present a logical and structured argument

  4. Honours Level • consolidate and extend a systematic and coherent body of knowledge • develop and design novel solutions based on sound criteria and judgment • Operate in complex and unpredictable contexts demanding selection and application from a wide range of techniques. • Demonstrate clear self-management and personal organisation skills

  5. Last year’s exam case-study End-users Agents Equipment Makers

  6. Main issues facing Strainstall • Confused brand identity • ad-hoc advertising • low ranking web-site • no evaluation of marketing activities • inactive or poorly informed agents • poor sales and customer support systems • no strategy for new product development

  7. A range of theoretical viewpoints • Business to Business Marketing • Inter-organisational relationships • channels, value chains, networks, systems • alliances, VMS, out-sourcing • Relationship Marketing • Personal Selling • Key Account Management Evaluate the usefulness of these perspectives in understanding and managing relationships

  8. Developing relationships through • Account Management • Customer contact management • Integrated Marketing Communications • Internet marketing • Experiential Marketing Role in B2B? One-to-one v one-to-many? High touch or hi-tech contact?

  9. Relationship building tools Other Stakeholders Influencers Media MICE Business Customers Corporate Hospitality Companies Sponsorship Events Consumers Agencies Employees

  10. Objectives and evaluation Company priority Marketing Communications Sales Contact Intelligence Gathering Relationships Client priority? What skills does each require?

  11. Current Issues in the sectorsponsorship/corporate events/MICE • Effectiveness and evaluation • Impacts • Ethics • Increased professionalism • Consolidation • Widening markets - suppliers and clients

  12. The format You get the case study two weeks in advance and can bring in notes analysing the case. The questions will ask how you would deal with the issues facing the company. We will practice on the Strainstall case first week of next term. Please read and think about it before you come.

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