8/11/2019 Session 1 - Introduction to Relationship Marketing
1/21
I
& &
8/11/2019 Session 1 - Introduction to Relationship Marketing
2/21
I
& C
C I
I D C
C
D L
L
I C
F A
A
C
A
C D
C 10
C 40
E 15
E E 35
: C : A K &
J.
8/11/2019 Session 1 - Introduction to Relationship Marketing
3/21
B ,
:
C (C)
C
8/11/2019 Session 1 - Introduction to Relationship Marketing
4/21
,
.
.
' .
' ' .
8/11/2019 Session 1 - Introduction to Relationship Marketing
5/21
I & , & ,
,
& , , ;
,
8/11/2019 Session 1 - Introduction to Relationship Marketing
6/21
Criterion Relationship Mktg Transactional Mktg
Objective Relationship Single Transactions
Perspective Long term Short term
Fundamental StrategyMaintenance of
existing relationshipsAcquisition of new
customers
Focus in decisionprocess
Post-sales decision &action
Pre-sales activities
Intensity of contact High LowDegree of mutualdependence
High Low
Measurement ofcustomer satisfaction
Managing customerbase (Direct)
Monitoring MarketShare (Indirect)
Quality dimension Quality of interaction Quality of output
Production focus Mass customization Mass production
Employee importance forbusiness success
High Low
8/11/2019 Session 1 - Introduction to Relationship Marketing
7/21
, , A.
, ; , ; .
A; ,A
F
3.
1.
4.
2.
.
8/11/2019 Session 1 - Introduction to Relationship Marketing
8/21
C
C &
& C (DA, E, / )
D (C L , )
( ) C (L )
C K K / ( ,L, A, I)
C D C C , D, C
C , B ,I , G L
D I D , A, C,
. , , B, .
8/11/2019 Session 1 - Introduction to Relationship Marketing
9/21
.
C A
C
I
C /
E
C
L
C L (CL, L); C E
8/11/2019 Session 1 - Introduction to Relationship Marketing
10/21
D
C
C
B
C A
8/11/2019 Session 1 - Introduction to Relationship Marketing
11/21
A
8/11/2019 Session 1 - Introduction to Relationship Marketing
12/21
I ?
H
I , ?
C F A, A
E DA, ,
F
C :
C
C A & I
8/11/2019 Session 1 - Introduction to Relationship Marketing
13/21
&
Global Hyatt 78
Hilton 78Marriott 78
Hotels
Nordstrom 80 Publix 83 Barnes & Noble 83
Kohl's 79 Kroger 75 Borders Gp. 81
Dollar General 78 Super Valu Inc. 75 Costco 81
Walmart 68
Dept. Stores Super Markets Speciality Retail
8/11/2019 Session 1 - Introduction to Relationship Marketing
14/21
C . D
C C
D (, .)
J (LA, CIC .)
C C C , B
B I, , F, , . A , C
5% 35% 95% ()
8/11/2019 Session 1 - Introduction to Relationship Marketing
15/21
A
A,
A; ;
A
(A,
A),
, ,
(
A )
A ,
(, ,
), /
,
,
,
A, ,
,
,
, .
,
,
,
(, A .),
, .
8/11/2019 Session 1 - Introduction to Relationship Marketing
16/21
A C
&
A C
C &
B (KI)
A C
C
C
&
8/11/2019 Session 1 - Introduction to Relationship Marketing
17/21
I
C
A G (C A)
C
C G . B &
I C
I I 100 , 99
C L
8/11/2019 Session 1 - Introduction to Relationship Marketing
18/21
:
D C
I :
L ,
H &
F &
L &
L L &
8/11/2019 Session 1 - Introduction to Relationship Marketing
19/21
:
C
C
G
L
G
I C , A,
(HD), E (&G)
8/11/2019 Session 1 - Introduction to Relationship Marketing
20/21
L
D, L , F
E
18
F (HD)
F (.. B B)
B (..F )
8/11/2019 Session 1 - Introduction to Relationship Marketing
21/21
C
A ( )
D (HD F)
D