The importance of relationship marketing--澳洲Assignment代写范文

澳洲Assignment代写范文:“The importance of relationship marketing”，这篇论文主要描述的是根据近几年的市场营销战略数据中我们可以看出，关系营销在市场营销中变得越来越为重要，通过关系营销的方式将消费者、生产商、销售商所联系在一起，与其他营销方式相比较，关系营销更加注重管理方面的过程。

In recent years, relationship marketing has played an important role in marketing strategy. Relationship marketing is an art created by buyers and sellers jointly, which is a process of producing, communicating and delivering worth to consumers and managing the relationship between customers in order to benefit the organization and its stakeholders. Compare with traditional marketing-mix factors, relationship marketing focuses on the process of managing process. (Buttle,1996) In a word, relationship marketing is not to create purchasing power but to create different relationships. Three points can be seen from the definition: establishing relationship is to make various promises to customers; the premise of developing relationship is that entrepreneurs can keep its promise and make new promise after entrepreneurs keep its previous promises. Four important factors should be taken into consideration if a company wants to apply the relationship marketing well. (S?ren, Hougaard, 2002 ). Firstly, the communication should be two-way rather than one-way communication, only communicate and share information widely can the company can gain support and coordination from various stakeholders. Secondly, as we all know, there are two basic categories of relationship which are opposition and cooperation, and cooperation is the base of win-win. Companies should gain profit through cooperation rather than damage one side’s profit in order to gain the other’s profit. Emotion factors are usually ignored by most of companies, but it is an important factor in keep a good relationship. Therefore, a company can not only satisfy one’s material benefits but also need to consider customers’ emotional needs in order to reach reciprocity. Last but not least, special departments should be built to trace customers, distributors, suppliers and other participants’ attitude in order to know dynamic change and then take measures to wipe off instable factors and those common factors which are not beneficial to increase each other’s interests.

marks＆spencer is UK's largest multinational Retail group with the highest profitability. Its developing history is a good example for us to understand relationship marketing better. in fact,marks＆spencerstarts form a small shop whose commodities only sells for one dollar in 1884. And then in 1984, marks＆spencer was officially established. However, it didn’t develop very fast until 1924. At that time, CEO of  marks＆spencer went to America to do a research on department store operation, he made a radical change after his visit to America, which creates a miracle wealth growth. Its success lies in its implementation of people foremost concept. Traditional concept put earning as the most important goal of an economic organization. People foremost concept put forward by marks＆spencer group advocates that entrepreneurs should bring the real interest to customers, which is the base of gaining profit for entrepreneurs. Moreover, entrepreneurs should establish a long-term stable relationship with mutual trust to satisfy customers’ needs continually. And the pricing mechanism is very special because it considers whether its selling price is within target customers’ consuming ability at first no matter what the current selling price is. After that, entrepreneurs try to seek and create products which customers can accept. General department store provides various goods as possible as they can. However,  marks＆spencer aims to provide the suitable and customers’ needed products. Considering this aspect, it cut down 70％ commodities on manifests and canceled 17 surplus sectors. And the saved transaction costs are given to suppliers and a reliable and cooperative relationship is established, thus the win- win are reached between suppliers and marks＆spencerwhile customers are very satisfied with its service. (Helen, Peck,1999).There is no surprise that marks＆spencer’s cooperative relationship with its suppliers are over 30 years and some are even as long as one hundred year. It is estimated that over 60 suppliers have been coordinated with marks＆spencerfor 50 years and over 200 suppliers has a cooperative relationship with it for 30 years. Moreover, marks＆spencer adopts “don’t ask for reason” refund policy. Customers can refund or exchange only if they are not satisfied with goods.

Thus marks＆spencer gains enough trust from customers and doesn’t doubt about its commodities’ values at all. People foremost outlook on talent in marks＆spencer emphasizes individual’s role in an organization and treat its staffs democratically and openly.( John, Egan.2005) Its central task of management is to arouse staff’s motivation and build effective incentive mechanism to satisfy people’s physical or psychological aspiration, interest and emotional needs and arouse people’s motivation, develop staffs’ potential capacity so that staffs can head towards their expected goal. Welfare is one of the important means to motivate employees in marks＆spencer, it not only satisfy employees’ basic living needs but also take various measures to let employees share entrepreneurs’ profit and let staffs gain their own wealth growth and also are proud of enterprise growth. Preventive care plan is marks＆spencer’s unique characteristics and is being promoted vigorously for decedents, which has outstanding reputation. (John, Egan,2005)Now many enterprises imitate it and implement some related welfare plan for their employees. In all, employee’s satisfaction is an important link between customers and entrepreneurs, which is also the nature of relationship marketing. The successful case of marks＆spencer give some hints to us. Firstly, relationship marketing is a system engineering which demands us to understand the content of relationship market completely and rightly. The ultimate goal of establishing a long –term and stable relationship between customers and entrepreneurs needs the support from affiliated enterprises and staffs. Secondly, relationship between enterprises and customers is the core of relationship marketing and the foundation of it is to satisfy customers’ real needs. Relationship marketing is like a tree without roots without customers’ satisfaction. Thirdly, long-term cooperation relationship between enterprises and affiliated enterprises must be established on the base of mutual benefit and common goal. Lastly, welfare can not realize good relationship between enterprise and staffs, real care for every staff can effectively stimulate their work passion and responsibility so that the achievement of enterprise’s external goal can be ensured.

Another good example, China’s Lenovo, also shows us the importance of relationship marketing. Lenovo Company only has eleven people at first, but now it is a great multinational company with 30 thousand staffs all over the world. The secret of its rapid development lies in its successful application of relationship marketing. Five- heart service promises is Lenovo’s service tenet, which is to let customers buy rested assured, to let them feel happy after they used, to let them feel comfortable after they consulted, to let them feel assured because of Lenovo’s home services, to reach a heart to heart state. Most companies ignore relationship marketing because they put emphases on pre-sale and sale marketing work but ignore after-sale marketing work. They spend many human, physical and financial resources in attracting new customers but they do not try to improve product quality to satisfy customers’ needs, which results in regular customers’ run off due to other competitors’ high quality service. A vicious circle was formed accordingly. Though enterprises cost much, the results are not satisfying. However, Lenovo set up a complaint box to deal with customers’ compliance and ask customers’ advice modestly and a serious of remedy measures are followed. What’s more, Lenovo hold many different activities such as Computer Park, Sweet weekend to teach customers some knowledge about computers and answer customer’s questions. Thus Lenovo has a lot of loyal customers and these customers will advise their friends or colleagues to buy Lenovo’s products, which decrease Lenovo‘s advertising costs. Pepsi-cola and coca-cola are strong opponents to each other, In 1980s coca-cola’s bad relationship with Indian government made coco-cola has to retreat from Indian market, at the same time, Pepsi-cola tried to get along well with Indian government and successfully entered Indian market. Admittedly, the success of Pepsi-cola is not because its product is much better than coca-cola’s or its advertising technique is higher than coca-cola’s (S?ren,2002).Pepsi-cola’s emphasize on relationship marketing matters a lot. The contrast results of these two companies relationship marketing plays a more and more important role in marketing management and it is a key factor for a company to gain a large market share. Nailart Pro Machine and Nail Polish Capsule enter into HK island, Kowloon and N.T As our new products, Nailart Pro Machine and Nail Polish Capsule are ready to enter HK island, Kowloon and N.T market. Some marketing strategies will be analyzed in this thesis.

This paper focuses on the choice between standardization and adaptation strategies. Standardization can be defined as the same methods and procedures that different companies adopt for their product. Standardization gains its popularity as the globalization intensifies the greater market similarity, more technical similarity and greater convergence of customer needs, tastes favors are all driven by globalization. The international communication channel such as internet also facilitates the application of standardization. There are many benefits can be seen from standardization: firstly, in value- add commercial activities such as research, development, production and marketing, significant scaled economies are produced. Secondly, consistent brand images can be produced around the country despite consumer mobility increases dramatically (Helen, Peck, 1999). KFC and Pizza Hut are both good examples, both of them have a consistent image in different countries, which helps enhance their brands’ image in customers’ heart. Lastly, standardization can coordinate and control international operation which decreases management complexity. However, adaptation also has its unique characteristics that standardization can not replace it. Different country has its own characters in tradition, consumer demands, usage conditions, culture, regulations and purchase power and so on. Thus variations among different foreign countries make managers have to adapt to different circumstances if they want to have a big market share in that country (Kacker, 1974). For example, coca-cola design a two- liter coca-cola to Spain as it does in other countries, but an important factor which is different from other country is that Spain’s refrigerator is smaller than other countries’. So coca-cola has to redesign a new style of bottles to fit Spain’s refrigerator which costs a lot unnecessary expense. Some people think that standardization strategy ignores the real situation of foreign countries and disobeys the market regulation. They also point that a company’s real goal is not to reduce cost by standardization but to gain long-term profitability by larger sales achieved by a better understanding of different customers’ real needs from different countries. It can be seen from above examples that different marketing methods have their own advantages. In order to avoid above extreme polarization, a combination of these two marketing methods can be a better choice. External environmental factors and internal organizational factors should be taken into consideration when finding a balance between standardization and adaptation. As for our product, the early stage of our product marketing mainly applies standardization strategy. Nailart Pro Machine and Nail Polish Capsule belong to heavy industry, so it is better to enter new markets by standardization because standardization can reduce costs and gain great profit by large-scale economic revenue. Standardized advertising of our product help reduce advertisement promotion cost because one-theme advertising campaign of our product can be carried out in HK Island, and then it can be advertised in Kowloon and N.T with little modification. In this way, it not only reduces much cost but also gives citizens in those places a visual impact, which deeps the product image in consumers’ heart. (Kacker, 1974)A bulk of unified- standard machine will bring a large-scale profit and customers there have a first impression of our product. Then next step is to satisfy different customer’s taste in different areas. Enough data about each area and even each supermarket’s characteristics must be collected to improve our product image and market our products smoothly. Culture, laws and regulations, tradition and some specific information related to our product all should be taken into consideration. Once the one of the three markets is open, other two markets are easily to open.

Place, product, promotion and price are four important elements of marketing mix; price is the most flexible one because it changes very fast in current competitive marketing environment. If the price is beyond customer’s purchasing power companies will face a big resistance in targeted consumers to buy your new products.

While if the price of your product is too low, an illusion that your product is of bad quality is also created, thus it is difficult to make a right choice. Besides, great competitive environment where a company is operating must be taken into account. Namely, a company should take its product’s pricing indication into consideration. For instance, if the price is set too low, a firm will face a price war which will not yield the best interest of each side. However, too high price of a product can cause many other competitors to share the “big cake”. The company needs to do some large works to discover what an acceptable price is for customers. The best price must make customers perceive that they are not buying a dear product which is of same quality as other manufactures’ or the product has a higher quality but with a lower price. A company can not set its price freely due to some related laws. For instance, there are some controls on price in order to protect local economy, pricing a product too low will be regarded as dumping or rapacious pricing in international trading cases. Different price can not be offered in different areas because it will be against laws about price discrimination. As for our new product, pricing strategy is not only to maximize profit margins but also to maximize market share in HK Island, Kowloon and N.T. skim pricing strategy and penetration pricing strategy are chosen in marking complain(Agnes, 1989).HK Island, Kowloon and N.T. are all developed areas with many rich people who are less sensitive about high price (Michael R, Czinkota , 2004). Therefore, a high price of our product is set and sold to this group of people. Profit margin maximization is reached through skim pricing strategy. HK Island, Kowloon and N.T. are shopping paradises for most inland citizens and tourists. These people are very sensitive about product’s price and always want to have a bargain and even are proud of what they bought with a lower price than other places. If the price is low for them, they will buy a large amount not only for themselves but also for their friends and relatives. Quantity maximization target is reached by penetration pricing. Retail price of Nailart PRO is ranging from $1500 to $1800 and Capsule price is ranging from HK$6 to $8 per pc through above analysis. Some discounts will be offered during special festivals to attract more customers and stimulate sales.

51due留学教育原创版权郑重声明：原创留学生作业代写范文源自编辑创作，未经官方许可，网站谢绝转载。对于侵权行为，未经同意的情况下，51Due有权追究法律责任。

51due为留学生提供最好的澳洲代写Assignment服务，亲们可以进入主页了解和获取更多assignment代写范文 提供美国作业代写服务，详情可以咨询我们的客服QQ:800020041哟。-xz