Abstract.
This paper examines the nature of relationship marketing. The paper questions the mentality on relationship marketing. What can be achieved by relationship marketing and what result will be got from the relationship? The paper looks at the parties involved in the relationship and the aims of both before they enter. What links failure to relationship marketing? A case study examines how a relationship is formed? And maintained? This case study explores the reality of relationship marketing. This paper discusses the expectations and results of relationships and gives an example of a company that uses relationship marketing to its max potential.
Introduction.
Relationship marketing focus on creating profitable relationships between buyers and sellers. The relationship is based around two players, the buyer and the seller. Both enter the relationship with ambitions of receiving profit from the relationship. For this type of marketing to work it must be very personnel and therefore and individual to individual approach is generally adapted. The life cycle of the relationship depends on what each party wants to achieve from the involvement and how human nature dictates its direction. “Relationship marketing involves creating, maintaining and enhancing strong relationships with its customers and other stakeholders”. Kotler P (1999 : 483)
Mentality of Relationship marketing.
The Nature of Relationship Marketing relates to Human Nature. People need families in the same way that companies need profitable customers. Family and friends give people a boost that is required in life; Profitable customers give companies the finance to carry on in business. If the relationship between the customer and the busin ...