MARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr

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MARKETING MANAGEMENT MM 560 2020 Assoc. Prof. Dr. Wilhelmus Hary susilo Dr Wilhelmus Hary

MARKETING MANAGEMENT MM 560 2020 Assoc. Prof. Dr. Wilhelmus Hary susilo Dr Wilhelmus Hary Susilo 2019 3/8/2021 1

PERTEMUAN 11 Dr Wilhelmus Hary Susilo 2019 3/8/2021 2

PERTEMUAN 11 Dr Wilhelmus Hary Susilo 2019 3/8/2021 2

Modul 11 Week 11 • Grand Theory • The Premis • RM: RELATIONSHIP MARKETING

Modul 11 Week 11 • Grand Theory • The Premis • RM: RELATIONSHIP MARKETING • ( Andrei MAXIM, 2009) Dr Wilhelmus Hary Susilo 2019 3/8/2021 3

The Term and Phenomenon of the RM and The General Marketing Theory � The

The Term and Phenomenon of the RM and The General Marketing Theory � The relational concept is not new for the commercial practices (Gummesson, 2008). Term and phenomenon That accompanied commerce since its beginnings Dr Wilhelmus Hary Susilo 2019 Adding langguage 3/8/2021 4

The definition by Gummensson, 2008 • Interaction in networks of Relationship relationships Marketing is

The definition by Gummensson, 2008 • Interaction in networks of Relationship relationships Marketing is Dr Wilhelmus Hary Susilo 2019 3/8/2021 5

Paradigm status of RM Theory � Fist Part � RM: RELATIOSHIP MARKETING (the term

Paradigm status of RM Theory � Fist Part � RM: RELATIOSHIP MARKETING (the term by Barry, 1983): ATTRACTING, MAINTAINING, RETAINING & KNOWING CUSTOMERS BETTER INMULTISERVICE ORGANIZATIONS ENHANCING CUSTOMER RELATIONSHIP Dr Wilhelmus Hary Susilo 2019 3/8/2021 6

The Defenition of RM by Sheth & Parvatiyar, (2000) �RM: the ongoing process of

The Defenition of RM by Sheth & Parvatiyar, (2000) �RM: the ongoing process of engaging in cooperative and collaborative activities and programs with immediate and end-user customers to create or enhance mutual economic value at reduced cost. Dr Wilhelmus Hary Susilo 2019 3/8/2021 7

The purpose of marketing by Grooroos (2007) �Marketing is to identify and establish, maintain

The purpose of marketing by Grooroos (2007) �Marketing is to identify and establish, maintain and enhance, and when necessary terminate relationships with customers so that objectives regarding economic and other variables of all parties are met. This is achieved through a mutual exchange and fulfillment of promises. Dr Wilhelmus Hary Susilo 2019 3/8/2021 8

PERTEMUAN 12 Dr Wilhelmus Hary Susilo 2019 3/8/2021 9

PERTEMUAN 12 Dr Wilhelmus Hary Susilo 2019 3/8/2021 9

Modul 12 • RM Week THEOR - 12 Y • Second Part Dr Wilhelmus

Modul 12 • RM Week THEOR - 12 Y • Second Part Dr Wilhelmus Hary Susilo 2019 3/8/2021 10

The relationships: 4 following categories 1. Classic market relationships 3. Mega relationships 2. Special

The relationships: 4 following categories 1. Classic market relationships 3. Mega relationships 2. Special Market Relationships 4. Nano relationships. Dr Wilhelmus Hary Susilo 2019 3/8/2021 11

1. The classic market relationships �Aspects such as the supplier- customers (Dyad) �The supplier-

1. The classic market relationships �Aspects such as the supplier- customers (Dyad) �The supplier- customerscompetitor (Triad). �The physical distribution network are included here. Dr Wilhelmus Hary Susilo 2019 3/8/2021 12

2. Special market relationships �The relationships via fulltime marketers and parttime marketers, the erelationships,

2. Special market relationships �The relationships via fulltime marketers and parttime marketers, the erelationships, etc Dr Wilhelmus Hary Susilo 2019 3/8/2021 13

3. Mega relationships � This exist above the market level and provide a platform

3. Mega relationships � This exist above the market level and provide a platform for market relationships. Concern in mega marketing The mega Alliances and the social relationships • Lobbying, public opinion • Political power • NAFTA • SUCH AS FRIENSHIPS AND ETHNIC BONDS Dr Wilhelmus Hary Susilo 2019 3/8/2021 14

4. NANO RELATIONSHIPS NR • These exist bellow the market level • Inside the

4. NANO RELATIONSHIPS NR • These exist bellow the market level • Inside the organization • Have an impact on external relationships Dr Wilhelmus Hary Susilo 2019 3/8/2021 15

The Six Markets Model by Payne, 2005 REFFERAL MARKETS SUPPLIER/ ALLIANCE MARKETS INTERNAL MARKETS

The Six Markets Model by Payne, 2005 REFFERAL MARKETS SUPPLIER/ ALLIANCE MARKETS INTERNAL MARKETS CUSTOMERS MARKET REQRITMENT MARKETS INFLUENCE MARKETS Dr Wilhelmus Hary Susilo 2019 3/8/2021 16

Described 5 markets 1. Referral markets: satisfied customers become advocates of the company and

Described 5 markets 1. Referral markets: satisfied customers become advocates of the company and recommended it to other potential customers 2. Influence markets: unions, business press, financial analysis, competitors, the GOV, consumers group 3. Recruitment markets: potential employees, and the channel to access them 4. Supplier and alliance markets: partnerships, other organizations with company shares capabilities and knowledge. 5. Internal markets: the organization and its employees Dr Wilhelmus Hary Susilo 2019 3/8/2021 17

The companies relate to their market with 4 perspectives (Brodie, 2007) 1. EXCHANGE DIMENSIONS

The companies relate to their market with 4 perspectives (Brodie, 2007) 1. EXCHANGE DIMENSIONS 2. MANAGEMENT DIMENSIONS • Purpose , formality and duration of exchange, mature of communication • Type of contact, • Managerial intent, and focus • Managerial investment and level Dr Wilhelmus Hary Susilo 2019 3/8/2021 18

THE 5 MARKETING TYPE and grouped, MAXIM (2009) 1. TRANSACTIONAL PERPECTIVE 2. RELATIONAL PERSPECTIVE

THE 5 MARKETING TYPE and grouped, MAXIM (2009) 1. TRANSACTIONAL PERPECTIVE 2. RELATIONAL PERSPECTIVE • TRANSACTION MARKETING ™ • DATA BASE MARKETING (DM) • E-MARKETING (e. M) • Interaction Marketing (IM) • Network Marketing (NM) Dr Wilhelmus Hary Susilo 2019 3/8/2021 19

MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
MARKETING MANAGEMENT MM 560 2020 Assoc Prof DrMARKETING MANAGEMENT MM 560 2020 Assoc Prof Dr
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