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                          英格兰coursework代写:4P营销理论与关系营销理论探讨(2)

                          时间:2019-03-01 11:26来源:未知 作者:anne 点击:
                          Considering the relationship with its internal staff, Marks Spencer has always taken the staff as the most important asset, and it also believes that these assets are critical factors for it in succes
                          Considering the relationship with its internal staff, Marks & Spencer has always taken the staff as the most important asset, and it also believes that these assets are critical factors for it in successfully overwhelming its competitors, therefore, it takes establishing mutual trust between staff, inspiring staff enthusiasm and potential as an important task in management. In personnel management, Marks & Spencer not only provides staff of different classes comprehensive and rigorous organized training, but also provide equal fringe benefits for each employee, and it really care for each employee. Such meticulous care for staff will inevitably bring staff’s more interest and enthusiasm for work, so that Marks & Spencer can achieve a comprehensive and thorough quality assurance system, which is the foundation for Marks & Spencer to establish long-term stable relationship of trust with customers (Colgate and Alexander, 1998; Whitelegge, 2008).
                          4.0 Discussion
                          Relationship marketing emphasizes that enterprises should maintain a good relationship with customers, suppliers, employees and other aspects, and the relationship is the basis for enterprises to maintain long-term competitiveness, in some ways, relationship marketing is a ecosystem developed by enterprises in order to improve their competitiveness. It is known that the most important feature of the natural ecosystem is a win-win symbiosis, in terms of relationship marketing research, the ecosystem also has this characteristic, that is, each member of this ecosystem should profit in relationship marketing and each of the members of the ecosystem are important, and the relationship between a member and the enterprise should contribute to rather than undermine the relationship between other members and the enterprise (Huang, 2015).
                          The case of Marks & Spencer is a success case of relationship marketing, it has successfully maintained a long-term and stable relationships with customers, suppliers and employees, and the relationship marketing allows the company, the suppliers, and the employees to have gained economic benefits, while the good relationship established between Marks & Spencer and one of them also plays a good role in promoting the establishment a good relationship with the other. For example, it establishes a good relationship with its employees, which helps to improve work efficiency and the quality of service, which will help the enterprise to have a good cooperation with the suppliers, and it will also contribute to consumers’ access to quality products and services. Therefore, Marks & Spencer is through relationship marketing to build a healthy sustainable ecosystem, which plays a very important role in maintaining its customer loyalty for its long-term competitiveness.
                          Considering from the case of Marks & Spencer, to build a healthy sustainable ecological environment mainly needs enterprises to take measures of the following two aspects. First, a company should take other members, such as its suppliers, employees as a fate community, as long as they work together, they are able to provide better products and services that consumers really need, then the enterprise and the suppliers, the employees can share the economic interests brought by product sales (Huang, 2015). Second, in the ecosystem, the relationship between the parties is dynamic and instable, a company needs to adopt appropriate measures to stabilize its relations with the parties. For example, consumer demand is changing, companies need to constantly discover what consumers need and meet these needs; suppliers will encounter various difficulties in upgrading of products and processes, which needs help from the enterprise; employees will have more requirements in terms of pay, development planning, job promotion and other aspects, which requires the company to take reasonable measures to meet their requirements (Abdullah, Putit and Teo, 2014).
                          5.0 Conclusion
                          The marketing theory of 4P is product-centric marketing theory, relationship marketing theory is consumer-centric marketing theory, in the market conditions of a surplus economy, relationship marketing theory is clearly more helpful than the marketing theory of 4P for enterprises to improve customer loyalty. However, it is noted that in the specific implementation of relationship marketing theory, it should pay attention to the following two aspects. First, enterprises should attach importance to share benefits with consumers, employees, suppliers, consider them as community of destiny, in order to maintain good relationship with customers, employees, suppliers and other related aspects. Second, the relationship between an enterprise and the various relevant parties is dynamically and unstable, it requires the company to take timely, targeted measures to stabilize its relationship with the parties.
                          References
                          Abdullah, M. F., Putit, L. and Teo, C. B. C. (2014). Impact of relationship marketing tactics (RMT's) & relationship quality on customer loyalty: a study within the Malaysian mobile telecommunication industry. Procedia - Social and Behavioral Sciences, 130(15), 371-378. 
                          Arslanagic-Kalajdzic, M. and Zabkar, V. (2015). The external effect of marketing accountability in business relationships: Exploring the role of customer perceived value. Industrial Marketing Management, 46, 83-97. 
                          Bilgihan, A, and Bujisic, M. (2015). The effect of website features in online relationship marketing: a case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222-232. 
                          Colgate, M. and Alexander, N. (1998). Banks, retailers and their customers: a relationship marketing perspective. International Journal of Bank Marketing, 16(4), 144 – 152. 
                          Huang, M. H. (2015). The influence of relationship marketing investments on customer gratitude in retailing. Journal of Business Research, 68(6),1318-1323.
                          McCarthy, J. E. (1960). Basic marketing. A Managerial Approach. Homewood, IL: Richard D. 
                          Irwin.
                          Tapp, A. (2005). Principles of direct and database marketing. Prentice Hall. 
                          Whitelegge, M. (2008). Pitney Bowes Mapinfo is very much a trusted partner of Marks & Spencer. Available from http://news.pb.com/pitney-bowes-case-studies/marks-spencer-case-study.download (Accessed on April 23, 2016)
                           


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