Marketing Mix

Essay by boonhan95College, Undergraduate October 2014

download word file, 3 pages 0.0

Topic 1

Good customer relationship marketing creates customer satisfaction. In turn, satisfied customers remain loyal and talk favorably to others about the company and its products". Refute or support this claim?



The value concept is a basic constituent of relationship marketing. The ability to provide superior value to customers is a prerequisite when trying to establish and maintain long-term customer relationships. Stresses the fact that the underlying construct of customer satisfaction is more than a perception of the quality received. What must be taken into account as well is the customer's need of quality improvements and his willingness to pay for it. From a relationship perspective these aspects are fundamental, since they are both related to the costs of the parties involved. Suggests that a reduction in customer-perceived costs may be a most recommendable method of providing value to the customer, since, done properly, it can improve the internal cost efficiency as well. It is then possible to establish and maintain mutually profitable customer relationships, which is of prime concern in relationship marketing.

Before I begin explaining the reasons as to why I support this claim, I would like to first start by defining several Marketing Terms and Concepts to allow better comprehension of my decision.

Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. This customer relationship management (CRM) approach focuses more on customer retention than customer acquisition.

Relationship marketing is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication. This approach often results in increased word-of-mouth activity, repeat business and a willingness on the customer's part to provide information to the organization.

The first term that I would like to define is...