30Rs of relationship marketing
Elements of 30Rs of relationship marketing:
| Classic market relationships |
| R1 | The classic dyad – the relationship between supplier and the customer |
| R2 | The classic triad – the drama of the customer-supplier-competitor triangle |
| R3 | The classic network – distribution channels |
| Special market relationships |
| R4 | Relationships via full-time and part-time marketers – marketing and sales department and all others who influence the customer relationship directly or indirectly |
| R5 | The service encounter – interaction between the customer and service provider |
| R6 | The many-headed customer and the many-headed supplier – all contact personel involved in the relationship |
| R7 | The relationship to the customers customer – help your customer sell more through and understanding of its customers |
| R8 | The close versus the distant relationship |
| R9 | The relationship to the dissatisfied customer |
| R10 | The monopoly relationship: the customer or supplier as prisoners |
| R11 | The customer as “member” – enlisted as member through loyalty programme |
| R12 | The electronic relationshiå |
| R13 | Parasocial relationships – relationships to mental images and symbols, for example, to brand names and corporate identities |
| R14 | The non-commercial relationship – the non-commercial sector |
| R15 | The green relationship – environment and helath issues |
| R16 | The law-based relationship – relationship based on legal contracts |
| R17 | The criminal network |
| Mega relationships |
| R18 | Personal and social networks – often influence business |
| R19 | Mega marketing – seeking relationships with governments, legislators, influence individuals and others to make operations feasible |
| R20 | Alliances change the market mechanism – sometimes alliances are necessary to make the market work |
| R21 | The knowledge relationship – knowledge acquisition drives many alliances |
| R22 | Mega alliances change the basic conditions for marketing – for example, the European Union (EU), or the North America Free Trade Organisation (NAFTA), or the World Trade Organisation (WTO) |
| R23 | The mass media relationship |
| Nano relationships |
| R24 | Market mechanisms are brought inside a company – for example, profit centres inside a company |
| R25 | Internal customer – relationships between internal customers and suppliers |
| R26 | Quality provides a bridge between operations management and marketing |
| R27 | Internal marketing – relationships with the “employee market” |
| R28 | The two-dimensional matrix relationship – inter-relationships caused by new ways of organising, for example, product management and sales will have overlapping reporting responsibilities |
| R29 | The relationship to external providers of marketing servces |
| R30 | The owner and financier relationship |
Trending
Principle:
Lists the 30 types of relationships vithin relationship marketing
Issues:
Collaboration or competition strategy
Overall vision and strategy influence
Prioritizing which relationships to develop and sustain (strategic groups, local or national competitive advantage Porter, 1990)
Benefits to supply in relationship and resource allocation (customer clubs etc, creation of learning and knowledge when sharing, brand value)
Product , service and investment in relationship (joint development and customization, relationship as an asset)
Organisational structure in relationship (key-account management and back office organisation, implementation plans in organisation)
Applications:
To determine the appropriateness of relationship marketing
Source of 30Rs of relationship marketing:
| Gummesson, E. | 1999 | Total Relationship Marketing, Marketing Management, Relationship Strategy,CRM, and a New Dominant Logic for the Value-creating Network Economy |
