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The Nature of Relationships Marketing

The Nature of Relationships Marketing. Value Added by Relationships. Meeting Customer Requirements Trust and Belonging The Personal Touch. Value Added by Relationships. Value Added by Relationships. Trust and Belonging. Meeting Customer Requirements. Mass Customisation.

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The Nature of Relationships Marketing

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  1. The Nature of Relationships Marketing

  2. Value Added by Relationships Meeting Customer Requirements Trust and Belonging The Personal Touch

  3. Value Added by Relationships Value Added by Relationships Trust and Belonging Meeting Customer Requirements Mass Customisation Customised Communications Social and Personal Networks Business Networks The Personal Touch Customer Interaction Personal Service

  4. Personalised Communication Customers Company Company

  5. Trust and Belonging Social and Personal Networks Formal Networks Informal Networks Cultural Networks

  6. Examples of Social and Personal Networks

  7. Individuals in the Network Researchers Designers Engineers Marketing people Sales people Finance people After sales staff

  8. Networks Between Companies Supplier Chief Exec/MD Marketing & Sales Research & Devt. Factory/Operations Finance Office Technical Dept. Planning & Design Buyer Chief Exec/MD Design Dept. Technical Dept. Buying Dept. Factory/Operations Quality Control Finance Office

  9. The Personal Touch Company INTERNAL MARKETING EXTERNAL MARKETING Service Delivery Points Customers INTERACTION

  10. Customer Interaction in the Delivery of a Service Supplier’s Contact Personnel Supplier’s Systems and Processes Supplier’s Physical Environment Customers Other Customers

  11. Is RM Suitable for All? Fast Moving Consumer Goods? Consumer Durables? Services? B2B? Not for Profit?

  12. RM to build business Relationship Farming

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