godson ch07
DESCRIPTION
compensationTRANSCRIPT
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Godson: Relationship Marketing
Chapter 7: External Relationships
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Stakeholder
Anyone who can affect, or be affected by the actions of
the organization
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Normative Groups
Power of authority – can withhold resources and back actions
• Governments• Regulatory bodies• Professional associations• Shareholders and financiers
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Diffuse Groups
Concerned about protecting the rights of themselves or others
• Environmentalists• Community and special interest groups• Public opinion leaders• Campaigning journalists
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The Real Customer is not Always Found in the Market
Supplier Customer
LegislationControl
Influence
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Lobbying
• A form of public relations• Requires the right connections to people in high
places• Can involve forming partnerships with competitors or
others in the same industry• Larger organizations may have a Regulatory Affairs
department
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Relationships with Lenders and Financial Bodies
• Managed through financial or corporate PR
• Loyal shareholders are an asset
• Financial analysts can have a huge impact on the business
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Relationships with Pressure Groups and Publics
• Consumer groups• Environmentalists• Human and animal rights activists• Politically or ideologically motivated groups or
individuals• Local communities• Public opinion leaders
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Examples of Other Influencers
• Tescopoly• Friends of the Earth• 'Meat is Murder'• Campaign for Real Ale• Jamie Oliver
etc…
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Corporate Social Responsibility
“an organization’s wider responsibilities to society in general”
Is this compatible with profitably satisfying consumers?
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Managing Media Relationships
Know your media…
• News reporters and editors
• Investigative journalists
• Professional sector journalists
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Examples of Charismatic Business Leaders
• Sir Richard Branson - Virgin
• Dame Anita Roddick - Body Shop
• Sir Alan Sugar - Amstrad
• Gerald Ratner - Ratners Jewellers
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Types of Collaboration
Tacit agreements
Business networks
Trade associations and alliances
Joint ventures agreements and
alliances
Internal External
Informal
Formal
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Organizational Alliances
• Formal partnership• Joint Ventures
• Consortia
• Licensing agreements
• Co-marketing or branding
• Management contracts
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Problems with Alliances
• Short-termism to reach quick results
• Values of different corporate cultures
• Management issues as no one person is in overall control