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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...
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…
References
Hulten, B. (2007). Customer segmentation: The concepts of trust, commitment and relationships. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 256-269.
Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. The Journal of Services Marketing, 24(3), 196-208.
Wang, Y., & Feng, H. (2012). Customer relationship management capabilities. Management Decision, 50(1), 115-129.
Whalen, P., & Patti, C.H. (2012). Three keys to successful customer experience management. Singapore Management Review, 34(1), 1.
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