Aspects Of Relationship Marketing Marketing Essay

Aspects Of Relationship Marketing Marketing Essay The objective of the research is to find critical differences between two aspects of relationship marketing namely-B2B and CRM. Any successful B2B strategy has to help the customer to be loyal and supportive to the firm and its products.   The   customer do   not   just get   a   need,   the   B2B marketer   have   to   help   the customer though getting him to feel a need and then buy the product and finally become loyal. The industries also need to take the marketing tool of customer relationship management seriously and provide proper focus to it. The CRM helps the organization to focus on the needs and the requirements of the customers. The CRM must ensure that the products and the services offered by the organization are proper response to the changes in the aggregate customer behavior pattern. (CRM News)The automobile industry also need to provide proper maintenance and after sales service to ensure good CRM. In today’s competitive world it is im perative that the offers to the customer are according to the needs and the requirement of the customer. The organization may even have to customize the products according to the needs of the customer.   In order to provide better services which is a part of the promotional strategy companies are appointing customer relationship officer to make the customers aware about the new offers and also to solve all their problems in order to create a strong brand image in the minds of the consumers. The aim in relationship marketing is to build and maintain relationships with all the organisation’s publics. The list given is not comprehensive, and some publics will obviously have more influence over a particular firm’s activities than others. The task is to identify those groups which are the main influencers and to design marketing programmes and strategies which take the influencers into account. Research is important to establish why customers defect, as studies have shown that a large proportion of dissatisfied customers never complain – they simply stop using the service. By the same token, customer complaints handling procedures should be properly carried out to ensure that the complaint is rectified and the customer is satisfied the necessary action is taken to prevent that (CRM News).problem occurring again but the starting point is usually to examine the external environment and the changes taking place within it. The audit then gradually narrows its focus from the general aspects of the organization’s marketing activity to the more specific, until, finally, specific problem areas or difficulties can be probed more closely if required. It is useful to understand the components identified above, and the main questions which should be addressed in the audit. A number of tools can assist in the process. An example of this is database marketing where customer-buying histories and other information can be listed on a database, and then referenced and cross-referenced in the future to target new products or promotions accurately. (China B2B Market)Another important aspect of the task of analyzing how to retain customers is to carry out market research amongst customers who have defected. Why did they go to a competitor? Why have they stopped using your service? The answers to these questions can hold vital information for services marketing managers.