Relationship Marketing

TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

1. THE RELATIONSHIP FUNCTION 4

1.1 Introduction 4

1.2 The Eight Concepts of Relationship Marketing 4

1.3 Market Strategies 5

1.4 Customer Bonding & Positioning 6

1.5 Quality Management and Benchmarking 7

1.6 Communication and Promotion 9

2. THE RELATIONSHIPS COMPANY OF THE FUTURE 11

3. A RELATIONSHIP MARKETING PLAN 13

REFERENCES AND BIBLIOGRAPHY 27

16

BIBLIOGRAPHY: 16

ANNEXURES: 17

APPENDICES

Appendix A (Intersite’s Current Organisational Structure)

Appendix B (Reporting Structure)

Appendix C (Intersite’s Previous Organisational Structure)

Appendix D (The most important labour statutes)

Appendix E (Steps in Selection Process)

Appendix F (Recruitment Process)

Appendix G (Types and Structure of Rewards)

Appendix H (Training Needs Analysis)

Appendix I (Communication areas and Objectives)

Appendix J (Motivation)

Appendix K (Workforce Planning and Programming Process)

Appendix L (Succession Plan)

Appendix M (Harvard Model)

Appendix N (Strategic Directions)

Appendix O (Learning Organisation)

EXECUTIVE SUMMARY

Relationship marketing is a business philosophy, which aims to develop strong relationships with a range of stakeholders, such as suppliers, media, intermediaries and public organisations, as well as with customers.

The goal of relationship marketing is to align all of the aspects of a company within its chosen customers and stakeholders. This can only be achieved by applying the Eight Concepts of Relationship Marketing on an ongoing basis. The company must ensure it has Market Strategies in place to help it achieve its objectives. Customer Bonding & Positioning allows a company to provide what the customer wants; thereby ensuring they have a better position in the market place than their competitors. By introducing the concept of Total Quality Management into the company, the benefit thereof will be a better commitment by the organisation to manage quality, thereby improving customer satisfaction.

Benchmarking will encourages management to focus externally on the customer and the competition, as it highlights the gap between where the company is