Relationship marketing

Relationship marketing refers to a long-term and mutually beneficial

arrangement wherein both the buyer and seller focus on value

enhancement with the goal of providing a more satisfying exchange

Relationship marketing is the process of attracting,

maintaining, and enhancing relationships with key people

Developed from direct response marketing campaigns conducted in

the 1970s and 1980s which emphasizes customer retention and satisfaction, rather than a dominant focus on point-of-sale transactions.

Buyer Partnerships

InternalPartnerships

Supplier Partnerships

Lateral Partnerships

FocalFirm

Employees

BusinessUnits

GoodsSuppliers

ServicesSuppliers

Competitors

NonprofitOrganizations

Government

UltimateCustomers

IntermediateCustomers

FunctionalDepartments

Green marketing

Refers to the process of selling products/services based on their environmental benefits.such a

product may be environment friendly in itself of produced or packaged in

environment friendly way.

Successful green marketing

Being genuine Educate customers Giving customers an opportunity to

participate

Examples

For example, Nike is the first among the shoe companies to market itself as green. It is marketing its Air Jordan shoes as environment-friendly, as it has significantly reduced the usage of harmful glue adhesives

Wal Mart unveiled its first recyclable cloth shopping bag. IKEA started charging consumers when they opted for

plastic bags and encouraged people to shop using its "Big Blue Bag".

instead of marketing an imported mango juice in India it

can be licensed for local production.

We even see the names of retail outlets like "Reliance Fresh", Fresh@Namdhari Fresh and Desi, which while selling fresh vegetables and fruits, transmit an innate communication of green marketing.

The Surf Excel detergent which saves water (advertised with the message—"do bucket paani roz bachana") and the energy-saving LG consumers durables

. In India, the green building movement, spearheaded by the Confederation of Indian industry (CII) - Godrej Green business Center, has gained tremendous impetus over the last few years. From 20,000 sq ft in 2003, India's green building footprint is now over 25 million sq ft.

Coca-Cola, which has invested in various recycling activities. Walt Disney World in Florida, US, has an extensive waste management program and infrastructure in place.

Indian Tobacco Company has introduced environmental-friendly papers and boards, which are free of elemental chlorine.

Toyota is trying to push gas/electric hybrid technology into much of its product line. It is also making the single largest R&D investment in the every-elusive hydrogen car and promoting itself as the first eco-friendly car company.

International business machines Corporation (IBM) has revealed a portfolio of green retail store technologies and services to help retailers improve energy efficiency in their IT operations

Benefits It ensures sustained long-term growth along with

profitability.

It saves money in the long run, thought initially the cost is more.

It helps companies market their products and services keeping the environment aspects in mind.

It helps in accessing the new markets and enjoying competitive advantage.

Most of the employees also feel proud and responsible to be working for an environmentally responsible company.

Ways to greenness Adopt new technology/process or modify existing

technology/process so as to reduce environmental impact.

Establish a management and control system that will lead to the adherence of stringent environmental safety norms.

Using more environment-friendly raw materials at the production stage itself.

Explore possibilities of recycling of the used products so that it can be used to offer similar or other benefits with less wastage.

CYBERMARKETING

3 Components of E-commerce

B(intranet transactions) B to B B to C

Benefits

Access to all markets Scope for unimpeded,

constraints-free growth Scope for enhancing customer

value and customer service Help build relationship with

the customer Help reduce costs Enhance productivity of

salespeople Enables the marketer adjust to

marketing conditions easily

Convenience Scope for informed

and competitive buying

The power equation shifts in favour of the customer

To sellers To customers

Four Stages of E-Commerce

1. Evaluation and understanding 2. Strategy formulation 3. Technology implementation 4. Business Management

I. Evaluation and Understanding

Expanded definition and meaning of internet commerce

EDI perspective and its evolution to the Web Business-to-business versus business-to-

consumer characteristics key business drivers key technology drivers challenges and issues and how to address them

II. Strategy Formulation

1. Positioning electronic commerce within the organization

2. Dealing with the new value chain and its implications

3. Executing on key strategy actions 4. Uncovering new types of intermediary

functions and businesses.

II. Strategy Formulation

5. Creating new virtual marketplaces 6. Understanding the evolution of wired

consumer requirements 7. Knowing the ideal characteristics of

consumer-based electronic commerce

III. Technology Implementation

IT strategy IT architecture for Internet commerce Internet computing, Intranets and Extranets IT/Internet technology trends

IV. Business Management

Management issues Management principals Business value and measures for electronic

commerce

Four-Dimensional Strategy

1. Marketing to your existing customers 2. Giving your customers service and support 3. Marketing to your prospective customers 4. Integrating cybermarketing with your

conventional marketing plan

Growth web marketing worldwide Growth in volume of business done on the

net Enlargement in the range of products

marketed Growth in internet subscriber base

Limitations

All products do not lend equally well for web marketing

Costs involved are not inconsequential Profitability is questionable

Problems web marketing faces in India Legal/regulatory problems Infrastructural problems Commercial problems Other problems

Cyber marketing Tactics

1. Building brand awareness and loyalty 2. Direct response promotions 3. Market education 4. Product demonstration and distribution 5. Public relations/press relations 6. Research and product development 7. Service and support