Marketing concepts and applications

Marketing

Given the context of intensifying competition, growing forces of globalization and changing customer needs, the economic agents have to continually conduct processes of improvement in order to maintain their position within the industry. Such a change process refers to the incremental emphasis placed on internal marketing policies, with the ultimate aim of improving external customer relationship outcomes.

There are numerous ways in which the desired outcome of enhanced customer relations can be improved with the aid of internal marketing policies. For simplification of explanation, take the example of the American Airlines. The first thing they would have to do is to offer extensive training programs to their staff members, in which to continually emphasize that customer satisfaction is the most important element of organizational success and that the very job of the American Airlines staff members is that of ensuring customer satisfaction. With this culture and internal marketing regulation in mind, the flight attendants, the front desk officers and other airline employees would be able to best serve the customers, satisfy their needs and as such improve the quality of the organization-employee relationship.

Another example would refer to internal marketing regulations teaching the employees in the American Airlines call center on how to engage in a conversation with a customer. They should always be polite, never hang up on a customer, no matter how rude he might be, ensure that the complaint or question they forwarded would be answered in the shortest time possible and, most importantly, follow up. If a customer telephones the organization's call center and is impolitely treated, it is highly possible for him to create negative publicity and even to no longer require the services of the company. If on the other hand he is treated adequately, his relationship with the company will improve.

b.

The marketing of relations is generically applied to improve the nature of the relationship between the vendor and the prospective buyer. It can however be applied to improve the relations with various other categories of stakeholders. Take for instance the case of the American Airlines. Consider a media campaign constructed on the premises of relations marketing. This could materialize in service advertisements capturing the attention of the public (namely the prospective buyers), with the ultimate aim of profit registration. Another angle at looking at a relations management campaign is that of promoting the very organization as a great place to work, and as such attract more and better skilled staff members, but also promoting the enterprise as a financially strong and stable entity, attracting as such more investors.