relationship marketing
DESCRIPTION
my seminar topicTRANSCRIPT
RELATIONSHIP MARKETINGRELATIONSHIP MARKETING
Presented by:
AMARNATHAMARNATH
www.amarwin.comwww.amarwin.comKV INSTITUTE OF MANAGEMENT AND
INFORMATION STUDIES
COIMBATORE
E-mail: [email protected]: [email protected]
© www.amarwin.com
© www.amarwin.com
Business exist
Create customer value =
SustainabilitySustainability
Partnership
marketing
© www.amarwin.com
Value networks
+
THE EVOLUTION OF MARKETINGTHE EVOLUTION OF MARKETING
© www.amarwin.com
Customer focus
Mass Markets
Relationships
PARADIGM SHIFTPARADIGM SHIFT
© www.amarwin.com
RelationshipsOne way transactions
Business exist Create customer value =
Sustainability
Technology
Cost Activities
Value chain
Marketing Plan
AIS Sustainability
Cost Activities Relationships
Partnership
marketing
Technology
Value net
© www.amarwin.com
Relationship
marketing
FIVE LEVELS OF RELATIONSHIP FIVE LEVELS OF RELATIONSHIP MARKETINGMARKETING
1 Basic Marketing
2
Accountable marketing
Reactive marketing
3
4 Pro-active marketing
5 Partnership marketing
© www.amarwin.com
Business exist Create customer value =
Marketing Plan
AIS Sustainability
Partnership
marketing
Relationship
marketing
Technology
Sustainability
Technology
Cost Activities Relationships
Cost Activities
Value chain
Value net
© www.amarwin.com
GENERIC VALUE CHAINGENERIC VALUE CHAIN
Adapted from the model by Porter in Competitive advantage: Creating and Sustaining Superior Performance (1985) as cited by Kotler (2000) in Marketing Management, p44.
Firm Infrastructure
Books
Databases
Information products
Journals
Customised/coherent information environment
Access delivery modes
Human Resource Management
Technology Development
Procurement
Margin
Mar
gin
Su
pp
ort
act
ivit
ies
Functional/Primary Activities
Inbound logistics
Marketing and sales
ServiceOutbound logistics
Operations/production
Business exist Create customer value =
Cost Activities Relationships
Cost Activities
Partnership
marketing
Relationship
marketing
Technology
Sustainability
Technology
Value net
Marketing Plan
AIS Sustainability
© www.amarwin.com
Value chain
Marketing Plan
Business exist Create customer value =
AIS Sustainability
Cost Activities
Value chain
Partnership
marketing
Relationship
marketing
Technology
Sustainability
Cost Activities Relationships
© www.amarwin.com
Technology
Value net
Authors
Sponsors
VALUE NETVALUE NET
ValueValue
Publishers
TechnologistsVendors
Librarians
End user
© www.amarwin.com
CHARACTERISTICS OF A CHARACTERISTICS OF A VALUE NETVALUE NET
• All the role players collaborate and interact regularly to co-produce value
•
It is focused on the end user and his/her needs
It creates and increases value for all its participants
•
•
•
It is built on relationships
It is non-linear
• Participants operate within a collaborative, digitally linked network
© www.amarwin.com
Technology
Marketing Plan
Business exist Create customer value =
AIS Sustainability
Cost Activities Relationships
Cost Activities
Value chain
Partnership
marketing
Relationship
marketing
Technology
Sustainability
Value net
© www.amarwin.com
© www.amarwin.com
+50 %
Information Sources
+20 %
Client numbers
-56 %
Buying power
-75 %
Rand versus Dollar
WHY ScienceDirect?WHY ScienceDirect?
• Most expensive information product
•
Not fully utilised
Pricing model
•
• Cost per article too high
© www.amarwin.com
Technology
Business exist Create customer value =
Marketing Plan
AIS Sustainability
Cost Activities Relationships
Cost Activities
Value chain
Partnership
marketing
Relationship
marketing
Technology
Sustainability
Value net
© www.amarwin.com
Macro
Market
Micro
MARKETING PLANMARKETING PLAN
1
2 3
4
© www.amarwin.com
9. Evaluation
8. Critical issues
7. Marketing Programmes
6. Market Segmentation
5. Marketing Strategy
4. Marketing Goals
3. Market Analysis
2. Product Introduction
1. Executive Summary
To continue with our well established general marketing initiative via general training, web interfaces, training brochures, posters, newsletters and e-mail messages
To concentrate on four identified niche markets to take our marketing and ScienceDirect usage to a higher level
MARKETING STRATEGYMARKETING STRATEGY
© www.amarwin.com
•
•
MARKET SEGMENTATIONMARKET SEGMENTATION
2 Paper lovers • All faculties: 800
4 Innovation managers/ teaching consultants
• All faculties: 22
Young researchers3 • All faculties: 9700
1 1st Year students• NSE 800 • VET 23 • EBIT 1183
© www.amarwin.com
E-only generation Searching, articles immediately available, logical place to start, combine with Scirus
Paper lovers Alerts, (TOC and subjects), additional content, browsing, customisation, PDF
Pyramid climbers Alerts, Citations, author gateway, searching, SD subject specific portals
Innovation managers and teaching consultants
Modern features, tool to drive innovation
MARKETING PROGRAMMES:MARKETING PROGRAMMES:ProductProduct
© www.amarwin.com
E-only generation
Group training, bags, screen savers, SD splash, word of mouth, posters SMS messages, self help training program, lecturers, tutors
Paper lovers Personal training sessions, campus news, SD splash, brochures, departmental meetings, e-mail, listserves
Pyramid climbers
Training workshop for authors, posters, e-mail, listserves, COP’s, UPeTD (e-thesis), word of mouth
Innovation managers and teaching consultants
Personal contact, campus news, listserves, e-mail, teasers, newsletters
MARKETING PROGRAMMES:MARKETING PROGRAMMES:PromotionPromotion
© www.amarwin.com
E-only generation
Empowerment
Paper lovers Convenience
Pyramid climbers
Recognition
Innovation managers and teaching consultants
Innovation
MARKETING PROGRAMMES:MARKETING PROGRAMMES:Value propositionValue proposition
© www.amarwin.com
THANK YOU DEAR FRIEND
WITH REGARDS
AMARNATHAMARNATH
www.amarwin.comwww.amarwin.comKV INSTITUTE OF MANAGEMENT AND
INFORMATION STUDIES
COIMBATORE
E-mail: [email protected]: [email protected]