Relationship Marketing

by Julie Korzekwa, Diana Ovalle, Marissa Deslatte

 

Relationship Marketing is the long-term commitment based on trust between a consumer and their store, brand, or product of choice. This trust is built through marketing strategies. The three major marketing strategies are 1) Creating customer satisfaction, 2) Building brand equity, and 3) Creating and maintaining relationships.

To build this relationship with a brand, one-on-one communication is mandatory which has become easier through marketing databases and the growth of the Internet. Advertising plays a huge part in this one-on-one communication through direct mail, e-mails, text messages and social media. Through these mediums it is easier now more than ever to connect to consumers. Consumers utilize the offers and coupons they receive. Consumers feel appreciated with the special treatment. The reason businesses want to build relationships is because it costs less to serve these long-term customers. Loyal customers will pay a price premium and also loyal customers generate word-of-mouth referrals.

We interviewed three very different consumers, not only in age, but also in shopping habits and stores of preference. All of our interviews had one thing in common. All of their stores of choice showed exemplary customer service. This customer service caused repeat buys and word-of-mouth advertisement.

Charlsie and Macy's

Billy and Academy Sports and Outdoor


Rhea and Target

Team "Relationship Marketing"

Diane Ovalle, Marissa Deslatte, Julie Korzekwa