Relationship marketing, Marketing Public Relations

1. +
Relationship
Marketing
Marketing Public Relations
Yudhie Setiawan, M.Si

2. +
Relationship marketing?

3. +
Relationship marketing?

4. +
Relationship marketing?

5. Marketing Public Relations
5

6. Marketing Public Relations
6

7. Marketing Public Relations
7

8. Marketing Public Relations
8

9. Marketing Public Relations
9

10. +
Relationship Marketing
=
follow up, follow up, follow up

11. + From transaction-based marketing to
relationship marketing…

12. +
“4 Eras” of Marketing

13. +
Building long term relationship is
important…. But,
n We need to determine which consumers we want this relationship
with!!
n Target Market
n “Costly” Consumers:
n Difficult to attain
n Difficult to retain

14. +
Customer Relationship Management
(CRM)
The combination of strategies and tools that
drive relationship programs, re-orientating
the entire organization to a concentrated
focus on satisfying customers

15. + Strategies for Building Customer
Relationships
n Affinity Programs
n a marketing effort sponsored by an organization
that solicits responses from individuals who share
common interests and activities
n Example: Credit Card ILUNI FEUI

16. + Strategies for Building Customer
Relationships
n Frequency Marketing
n frequent-buyer or user marketing programs that
reward customers with cash, rebates,
merchandise, or other premiums
n Examples: Garuda Frequent Flyer, Matahari Club
Card

17. + Strategies for Building Customer
Relationships
n Database Marketing
n software that analyzes marketing information,
then identifies and targets messages toward
specific groups of potential customers.
n Examples:Telco operator (Telkomsel, Satelindo,
etc)

18. +
Strategies for Building B2B
Relationships
n Strategic alliance
n a partnership formed to create a competitive
advantage
n These more formal long-term partnership
arrangements improved each partner supply-
chain relationships and enhance flexibility
n Example: SkyTeam (Garuda with other airlines
e.g. Etihad)

19. +
Relationship Lifecycle
Customer relationship lifecycle
Baines, et al, 2011, p. 568

20. Five Different Levels of Relationships (I)
Ø Basic. The company salesperson sells the
product, but does not follow up in any way.
Ø Reactive. The salesperson sells the product and
encourages the customer to call whenever he or
she has any questions or problems.
Ø Accountable. The salesperson calls to the
customer a short time after the sale to check
whether the product is meeting customer
expectation.

21. Five Different Levels of Relationships (II)
Ø Proactive. The salesperson or other in the company
phone the customer from time to time with
suggestions about improved product use or helpful
new product.
Ø Partnership. The company works continuously with the
customer and with other customers to discover ways
to deliver better value