Relationship Marketing Assignment Example | Topics and Well Written Essays - 2750 words

Relationship Marketing - Assignment Example In order to get a deeper insight into the matter, various concepts of traditional marketing and relationship marketing have been compared and evaluated. The slow decline of traditional marketing is a signal that marketers need to revive their strategies and shift their focus from suppliers to customers. The research will also throw light on the critical matter of relationship establishment and its influence as well as importance in overall success of relationship marketing. The topic will also discuss the emergence of relationship marketing as well as its fundamental values. This will be followed by a discussion on a strategic alliance between traditional marketing as well as relationship marketing. Finally, various application of relationship marketing will be discussed. Table of Contents Table of Contents 3 3 Introduction 4 The Case Study 4 Conclusion 11 Reference List 13 Introduction Economic conditions as well as market environment have changed dramatically, sometimes through qua ntum leaps and discontinuities. The changes are continuous and in some situations, are quiet progressive. A simple corollary to this announcement is that the marketing scholars and marketing practitioners will also have to change. This declaration is so evident that there is no denying as it comes naturally (Moller and Halinen, 2000). Traditional concepts of marketing are becoming desolate and marketers are in dire need of new strategies and technologies. The rapid evolution of consumers’ tendencies is accompanied with increasing complexities in understanding them as well as devising the right strategies to attract them. Services and products are offering similar services and consumers are now exposed to a host of available options. The reduced loyalty towards brands has created a new sensation among marketers and they have started shifting the focus of their marketing strategies towards relationship building with the consumers. Establishing relationship with the customers no t only helps in maintaining consumer base but also reduces the cost of attracting new customers every now and then. According to Gronroos (1995, p. 252) relationship marketing can be described as a way â€Å"to identify and establish, maintain and enhance network perspective, relationship with customers and other stakeholders, at profit so that the objectives of the partners’ interest are met, and this is achieved by a mutual exchange and fulfilment of promises.† The purpose of the current research is to identify the paradigm shift from traditional marketing to relationship marketing and the reasons behind this shift. The paper will also evaluate the critical differences between the philosophies and concepts of traditional marketing and relationship marketing and how the application of these theories could contribute to the success in the present business environment. The Case Study Concepts and emergence The last half of the decade had faced barriers in case of intern ational trade and a host of firms have adapted global strategies for achieving competitive advantage. However, these benefits related to globalization are found to differ from organization to organization. To successfully create a global strategy and sustainable competitive advantage, it is very important to understand the nature and functioning of the industries in a global environment as well as the dynamics of relationship mark

Improve skills Essay Example | Topics and Well Written Essays - 1000 words

Improve skills - Essay Example Finally, three different ways of attaining the above skills has been presented in the project for each of the skills. Improvement Area 1 Diversity As per the survey designed to evaluate skills, diversity was the most important aspect which requires to be improved. It is realized that it is most important to inculcate diversity in the personality in order to flexibly manage the influence of external changes on the personality. The most effective way of improving on the above skill would be to adopt new ways of thinking for a particular issue. This could be possible by inculcating the best ways in which people act in various situations. The best way would be to take account of the different challenges, diverse strengths, and interests in a particular situation and resolve the same in the most effective way. This would be effective in developing a personality which would be suited for handling a wide variety of situations. The diverse nature of personality would be able to efficiently h andle different challenges and hurdles in different situations (Kinicki, 2009). Another way of acquiring diversity skills would be to work in such groups which comprises of members who are different in characteristics and nature. This would allow the adoption of a wide range of knowledge and skills which would further stimulate divergent thinking. It would help in learning to manage conflicts, handle negative emotions and enhance effective communications (Kruglanski & Higgins, 2004, p.168). Mentoring would be another possible way of enhancing diverse and developing diverse skills. Paring of a junior employee with a senior one helps to create learning and promotional opportunities for people. This could also include pairing individuals from different cultural backgrounds, races, gender, etc. This method helps to remove stereotypical behaviors, beliefs and attitudes among individuals and broaden their knowledge base (Williams, 2008, p.461). Improvement Area 2 Attitudes The development of positive attitudes was realized as one of the most important requisites of being management professionals as they play to success in many cases. First of all a person needs to know which attributes are unique to him only. It is crucial to develop and enhance that skill as it adds to the motivation for mastering the knowledge which is required to reach the goals. It is important to actively undertake responsibilities, honestly pursue them and on successful completion of the task, accept compliments from oneself (White, 2005, p.4). A person could try and overcome shortcomings in his personality. This would include developing skills in areas where the person lacks confidence and gain expertise in that field. The growth of knowledge and skills in a domain in which a person lacks expertise helps develop self confidence and develops positive attitudes in the individual (Verma, 2005, p.11). It is important to focus on hard work and think positively about oneself. The idea is to out the maximum effort in what the person wants to achieve and not to give up easily. It is also important to create better impression on others which in turn encourages them to help him (Rinke, n.d.). Improvement Area 3Â   Self Concept Self concept is based on self evaluation. It is important that the individual makes his self assessment correctly in order to develop self