TR Chapter 10 - Chapter 10 Relationship Marketing,...

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Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter 10 Chapter 10 Relationship Marketing, Relationship Marketing, Customer Relationship Customer Relationship Management (CRM), & Management (CRM), & One-to-One Marketing One-to-One Marketing
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10-2 Copyright © 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Contrast transaction-based marketing with relationship marketing. 2. Identify and explain the four basic elements of relationship marketing as well as the importance of internal marketing. 3. Identify each of the three levels of the relationship marketing continuum. 4. Explain how firms can enhance customer satisfaction and how they build buyer-seller relationships 5. Discuss how marketers use grassroots and viral marketing in their one-one marketing efforts. 6. Explain customer relationship management (CRM) and the role of technology in building customer relationships. 7. Describe the buyer-seller relationship in business-to-business marketing, and identify the four different types of business partnerships 8. Describe how business-to-business marketing incorporates national account selling, electronic data interchange, vendor-managed inventories (VMI), CPFaR, managing the supply chain, and creating alliances. 9. Identify and evaluate the most common measurement and evaluation techniques within a relationship-marketing program.
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Copyright © 2007 by Nelson, a division of Thomson Canada Limited The Shift from Transaction-Based The Shift from Transaction-Based Marketing to Relationship Marketing Marketing to Relationship Marketing Transaction-based marketing Buyer and Seller exchanges characterized by limited communications and little or no ongoing relationship between the parties Relationship marketing Development and maintenance of long-
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This note was uploaded on 02/06/2011 for the course ADMS 2200 taught by Professor Lao during the Spring '10 term at York University.

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TR Chapter 10 - Chapter 10 Relationship Marketing,...

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