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Statewide Marketing Workshop, 18 April 2005

Statewide Marketing Workshop, 18 April 2005. Relationship Marketing. Statewide Marketing Workshop, 18 April 2005. Youth Marketing Co-ordinator, Fremantle Dockers (3 years) Membership Co-ordinator, Melbourne Football Club (2 years) Public Relations Manager, Softball Australia (4 years).

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Statewide Marketing Workshop, 18 April 2005

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  1. Statewide Marketing Workshop, 18 April 2005 Relationship Marketing

  2. Statewide Marketing Workshop, 18 April 2005 • Youth Marketing Co-ordinator, Fremantle Dockers (3 years) • Membership Co-ordinator, Melbourne Football Club (2 years) • Public Relations Manager, Softball Australia (4 years)

  3. Statewide Marketing Workshop, 18 April 2005 • What is Relationship Marketing? Creating, maintaining, and enhancing long-term relationships with individual customers as well as other stakeholders for mutual benefit. (Belch & Belch, 2004)

  4. Statewide Marketing Workshop, 18 April 2005 What does Relationship Marketing Involve? • Developing & sustaining long-term relationships with customers (HMAS Recruits). • Communicating directly with targeted customers to generate a response (Lapsed Members).

  5. Statewide Marketing Workshop, 18 April 2005 Why practice Relationship Marketing? • Customers have become much more demanding and desire “superior customer value,” which includes quality products and services that are accessible, convenient and supported by excellent customer service. • Customers was personalized services that are tailored to their specific needs.

  6. Statewide Marketing Workshop, 18 April 2005 What are the key marketing tools of Relationship Marketing? • Direct Marketing including direct mail, direct selling, telemarketing. • Customer service (First impressions) • Database management

  7. Statewide Marketing Workshop, 18 April 2005 • What do I need to do to practice Relationship Marketing? • Who are your customers (target market & target audience) • What are they doing • How are they doing it, and • How do you communicate with them.

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