Relationships Marketing

Relationships Marketing

2006

Relationships Marketing

Table of Contents

TOC \o "1-3 " \h \z \u HYPERLINK \l "_Toc9 " Introduction PAGEREF _Toc9 \h 3

HYPERLINK \l "_Toc0 " 1 . Characteristics of Relationships Marketing Tools PAGEREF _Toc0 \h 4

HYPERLINK \l "_Toc1 " 2 . The Role of Communications in Relationships Marketing PAGEREF _Toc1 \h 6

HYPERLINK \l "_Toc2 " 3 . Relationships Marketing in Hospitality Industry PAGEREF _Toc2 \h 7

HYPERLINK \l "_Toc3 " Conclusion PAGEREF _Toc3 \h 8 HYPERLINK \l "_Toc4 " Bibliography PAGEREF _Toc4 \h 10

Introduction

At present , the investigation of

consumer behaviour is one of the major tasks of marketing managers of companies . Lovelock , Patterson and Walker (2004 ,

.150 ) argue that relationship marketing represents a paradigm shift within the marketing discipline . This thesis can be regarded as one of the major changes in today 's marketing approach . Marketing is no longer efficient in the today 's marketplace unless it is oriented on a strong relationship with a customer . If in the past years customers agreed to buy low-quality products or receive low-quality services because there were no better solutions , at present they want to purchase only the best items with the highest value : the market is full of high-quality products and services able to satisfy any taste . In the perspective of recent changes in the consumers ' outlook and increase of their sophistication , the only efficient way of retaining existing customers for companies is building a steady relationship with them with the help of marketing tools

The seeks to investigate the importance of relationship marketing in the modern era of sophisticated consumers . This is very important for any companies nowadays . In to prove the thesis about the highest efficiency of relationships marketing tools in the new environment shaped by different consumers ' outlook , research of academic literature on relationships marketing is provided . The investigation also touches upon challenges connected with relationships marketing in the companies online strategies . Particular attention in the is devoted to relationships marketing in hospitality sector and examples of hotels which were particularly successful in building relationships marketing strategies . Conclusion of the provides results of the research

1 . Characteristics of Relationships Marketing Tools

The management of companies needs to be constantly aware of changes in the customers ' preferences and tastes , popularity of destinations among customers , their income level and many other factors . If a consumer does not receive all of the services which he needs at the company where he obtained them during the last five years , he will undoubtedly change the company . Managers of firms need to be aware that even when they have a steady relationship with a consumer , they can never take him for granted . The consumer might really like the company but he will shift to competitors if they offer better value . Consumers ' needs have changed dramatically during the last years because the supply of services is very large and there is a large selection in the market . Consumers want to use the services only of those companies which offer them the best deal...