Relationship Marketing Essays

1218 Words Mar 22nd, 2014 5 Pages
RELATIONSHIP MARKETING

1) ADVERSARIAL MODEL

M. PORTER’S 5FORCES MODEL

6 MARKETS FRAMEWORK – developed by the Anglo- Australian School (

Source: Helen Peck (2004)

How Delta Beverages can create value thru managing relationships with the 6 markets

Recruitment markets

Referral markets

Influence markets – consists of the gvt, regulatory bodies, legislature, pressure groups, media, financiers. There is need for good corporate citizenship (health, education, environ, philanthropy, compliance, entertainment) , need for compliance, need for lobbying strategies/lobbyists,

Supplier markets -

Internal markets

Customer markets (at the Centre) –

Kotler’s 4 players (Kotler, 1992)

Supplier marketing – Case: NetOne Zimbabwe

Base station
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He used a classification system in explaining the 30relationships model. The relationships were classified into

a) Market relationships (drawn from market environment)

b) Non-relationships (micro, macro, )

Market Relationships - consists of term forging relationship with players drawn from the market environment and they include customers, suppliers, distributors, agents, and competitors. Market relationships are further classified into two categories:

1) Classic market relationships (R1-R3) – entail those that are forged btwn the firm and its buyers (R1) which is the basic foundation of marketing. Has been the preoccupation of the 4Ps theory. This is also known as the dyadic relationships involving two players. Also includes the relationship btwn the supplier, the distributor, and the customer. This is known as a classic triad (the drama among three parties) R2 consists of relationships prevailing among other parties outside R1 and R3. It can involve 4players: agent, distributor, competitor. All marketing practice based on the 4Ps theory was focused on these relationships. The major focus was on adversarial relationships when two players in the same sector could wedge war against each other to control and command the market share.

2) Special market relationships (R4-R17) – include special aspects of relationship development which characterize the supplier or service provider and the customer in the service

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