30 R's Relationships Of Marketing

Gummeson Evert (2008) Total relationship marketing. Butterworth-Heinemann. 3a. Edition. Sweden

CLASSICAL RELATIONSHIPS

1. Relationship between supplier and the customer

2. Relationship : Customer-supplier-competitor

3. Relationship : network distribution

SPATIAL MARKET RELATIONSHIPS

4. R. Via full time marketers and part time marketers

5. Service encounter – interaction between customers and suppliers

6. The many-headed customer and the many-headed supplier

7. R. To the customer’s customer

8. The close versus distant relationships

9. The relationship to the dissatisfied customer

10. The monopoly relationship –the customer or supplier as prisoners

11. The customer as « member »

12. The e-relationship

13. Parasocial relationships – relationships to brand and objects

14. The non-commercial relationships

15. The green relationship

16. The law-based relationship

17. The crimnal network

MEGA RELATIONSHIP

18. Personal and social networks

19. Mega Marketing –the real customer is not always found in the marketplace

20. Alliances change the market mechanisms

21. The knowledge relationship

22. Mega alliance change the basic conditions for marketing

23. The mass media relationship

NANO RELATIONSHIP

24. Market mechanisms are brought inside the company

25. Internal customer relationships

26. Quality and customer orientation – the relationship between operations management and marketing

27. Internal marketing – relationship with the employee market

28. The two dimensional matrix relationship

29. The relationship to externalproviders of marketing service

30. The owner and financier relationship

C’s Vs. 4 P’s

Lauterborn, Bob. (1990) "New marketing litany: four Ps passe: C-words take over." Advertising age. 61 (41)

1. Consumer wants and needs (vs. Products)

2. Cost to satisfy (vs. Price)

3. Convenience to buy (vs. Place)

4. Communication (vs. Promotion)

THE THIRTY RELATIONSHIPS OF RM – THE 30 Rs

CLASSIC MARKET RELATIONSHIPS

R1 The classic dyad – the relationship between the supplier and the customer. This is the parent relationship of marketing, the ultimate exchange of value which constitutes the basis of business.

R2 The classic triad – the drama of the customer – supplier – competitor triangle. Competition is a central ingredient of the market economy. In competition there are relationships between three parties: between the customer and the current supplier, between the customer and the supplier’s competitors, and between competitors.

R3 The classic network – distribution channels. The traditional physical distribution and the modern channel management including goods, services, people and information, consists of a network of relationships.

SPECIAL MARKET RELATIONSHIPS

R4 Relationships via full-time marketers (FTMs) and part-time marketers (PTMs). Those who work in marketing and sales departments – the FTMs – are professional relationship makers. All others, who perform other main functions but yet influence customer relationships directly or indirectly, are PTMs. There are also contributing FTMs and PTMs outside the organization.

R5 The service encounter – interaction between the customer and the service provider. Production and delivery of services involve the customer in an interactive relationship with the service provider; often referred to as the moment of truth.

R6 The many-headed customer and the many-headed supplier. Marketing to other organizations – industrial marketing or business marketing – often means contacts between many individuals from the supplier’s and the customer’s organization.

R7 The relationship to the customer’s customer. A condition for success is often the understanding of the customer’s customer, and what suppliers can do to help their customer become successful.

R8 The close versus the distant relationship. In mass marketing, the closeness to the customer in lost and the relationship becomes distant, based on surveys, statistics and written reports.

R9 The relationship to the dissatisfied customer. The dissatisfied customer perceives a special type of relationship, more intense than the normal situation, and often badly managed by the provider. The way of handling a complaint – the recovery – can determine the quality of the future relationship.

R10 The monopoly relationship: the customer or supplier as prisoners. When competition is inhibited, the customer may be at the mercy of the supplier – or the other way around. One of them becomes prisoner.

R11 The customer as “member”. In order to create a long-term sustaining relationship, it has become increasingly common to enlist customers as members of various loyalty programmes.

R12 The electronic relationship. Information technology – telecom, computers, TV – are elements o all types of marketing today and they form new types of relationship.

R13 Parasocial relationship – relationship to symbols and objects. Relationships do not only exist concerning people and physical phenomena, but also to mental images and symbols such as brand names and corporate identities.

R14 The non-commercial relationship. This is a relationship between the public sector and citizens/customers, but it also includes voluntary organizations and other activities outside of the profit-based and monetarized economy, such as those performed n families.

R15 The green relationship. Environmental and health issues have slowly but gradually increased in importance and are creating a new type of customer relationship through legislation, the voice of opinion-leading consumers, changing behaviour of consumers and an extension of the customer-supplier relationship to encompass a recycling process.

R16 The law-based relationship. A relationship to a customer is sometimes founded primarily on legal contracts and the threat of litigation.

R17 The criminal network. Organized crime is built on tight and often impermeable networks guided by an illegal business mission. They exist around the world and are apparently growing but are not observed in marketing theory. These networks can disturb the functioning of a whole market or industry.

MEGA RELATIONSHIPS

R18 Personal and social networks. Personal and social networks often determine business networks. In some cultures even, business is solely conducted between friends and

...