Relationship Marketing
You have been hired as a consultant by a community college to help them increase the profitability of their athletic program. Discuss the recommendations that you would make regarding the use of relationship marketing to benefit the athletic program.
The most critical aspects of any aspect of attracting, selling and serving a customer base is how consistent and positive the customer experience they have with a given brand. The role of customer relationship management is essential for any business or organization to succeed. In the case of a local community college looking to increase the profitability of their athletic program, what is most important is the continual reinforcing of the value of the experience to the present and potential donors and fans. This can be accomplished through the use of relationship marketing that seeks to create a connection with every potential and present fan and giving them a voice in the brand's community (Wang, Feng, 2012). For the local community college to increase its profitability, it must first seek to create a vibrant, high energy community that gives fans as many opportunities to have exceptional experiences, both on game days and also in social events. Memorable experiences are more valuable than any price or service discount, and this holds true for products and services (Palmer, 2010).
Second the local community college needs to create as many opportunities as possible for fans to interact with the team and identify with them as well. Galvanizing a community with a common mission or goal is extremely powerful in fueling more positive customer experiences over time as well (Whalen, Patti, 2012). Relationship marketing succeeds when customer identify with a brand.
Question # 2: As a consumer, how do you personally assess a source's trustworthiness? How much does this trustworthiness affect your reactions?
The levels and sources of trust vary by the type of product or service of interest. When assessing the truth about a hotel or resort, one rarely trusts the reviews on the hotel's own website and their pictures. Instead, using TripAdvisor and Yelp deliver much more realistic assessments of a given hotel or resort's true service and quality. Like many of the consumers today, I am personally skeptical and even cynical of companies who post reviews of their own products. I'd rather find an independent site and see the worst reviews first to see how a product or service truly does function.
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