THE RELATIONSHIP MARKETING DOES IT WORK? Gilles Marion
A set of techniques called relational are now part of the landscape marketer questioning of the value chain view of the "new economy". Questions arise: - Is a new category of customers: relational (vs. transactional), appear with a unique personality? - Is a new marketing is? Or - The new relational techniques are only the result of increased competition and new technologies. The notion of relationship is used differently in the approaches that are - Firstly based on the use of databases - Second in the inter-organizational exchange (B to B). Study of five frames typical of commodity exchange: 1) The marketing "one to one" Direct marketing focuses on the customization of messages and offers for each consumer individual files with knowledgeable and "mass customization". 3 types of tactics: - The tactics continued contact with a loyalty system - The individualization of advertising, promotional
campaigns more targeted by a fine segmentation - The personalization of offers but the problem of the increase and diversity of adaptations and thus higher costs. ground: homogeneous segments 2) The marketing of e-commerce It is the database that is relational. Eg personalization recommendations, proposed complementary products, customers and memory research. These technologies improve the productivity of the contact management with each client, Lower "interaction costs". The computer is faster and works more than a large traditional seller. BUT nothing new compared to traditional marketing to retain customers. The success of these operations will depend on the learning of customers and suppliers. Who needs an extra relations? The consumer has less need for long-term relationships that the marketer must adapt its practices to new forms of contact management individualized because of developement of competition and technological change. 3) The inter-organizational marketing This is immediately relational marketing. Active role of the seller and the buyer. Sustainable interdependence between actors, multipolar interaction "networking" Need for mutual adaptation situation resulting from asset specificity involved in the business to business relationship Marketing business to business marketing is different from the high consommmation: Here the relationship central role of the mutual commitment of the actors of the exchange. 4) The marketing services 5) The marketing of consumer
A set of techniques called relational are now part of the landscape marketer questioning of the value chain view of the "new economy". Questions arise: - Is a new category of customers: relational (vs. transactional), appear with a unique personality? - Is a new marketing is? Or - The new relational techniques are only the result of increased competition and new technologies. The notion of relationship is used differently in the approaches that are - Firstly based on the use of databases - Second in the inter-organizational exchange (B to B). Study of five frames typical of commodity exchange: 1) The marketing "one to one" Direct marketing focuses on the customization of messages and offers for each consumer individual files with knowledgeable and "mass customization". 3 types of tactics: - The tactics continued contact with a loyalty system - The individualization of advertising, promotional
campaigns more targeted by a fine segmentation - The personalization of offers but the problem of the increase and diversity of adaptations and thus higher costs. ground: homogeneous segments 2) The marketing of e-commerce It is the database that is relational. Eg personalization recommendations, proposed complementary products, customers and memory research. These technologies improve the productivity of the contact management with each client, Lower "interaction costs". The computer is faster and works more than a large traditional seller. BUT nothing new compared to traditional marketing to retain customers. The success of these operations will depend on the learning of customers and suppliers. Who needs an extra relations? The consumer has less need for long-term relationships that the marketer must adapt its practices to new forms of contact management individualized because of developement of competition and technological change. 3) The inter-organizational marketing This is immediately relational marketing. Active role of the seller and the buyer. Sustainable interdependence between actors, multipolar interaction "networking" Need for mutual adaptation situation resulting from asset specificity involved in the business to business relationship Marketing business to business marketing is different from the high consommmation: Here the relationship central role of the mutual commitment of the actors of the exchange. 4) The marketing services 5) The marketing of consumer
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