Relationship Marketing

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Mar 31, 2014 - elements of relationship marketing. ▫ Identify seven ... Customer and business exchanges characterized by ... software that analyzes marketing.

Creating a Stronger Enrollment Management System through Staff Training Dr. Jacquelyn D. Elliott Marion Military Institute March 31, 2014

Agenda    

Who are We? What is Enrollment Management? What is Relationship Marketing? Where the Two Intersect to Impact Change  The Intentionality of Staff Training  Some Training Ideas

Objectives  Gain an awareness that training programs should be based in some sort of theoretical application  Identify and explain the four basic elements of relationship marketing  Identify seven attitude tools used to design your training program  Reconsider the way in which you structure your staff training program

Enrollment Management

Enrollment Management Literature Created: “Enrollment management…influences the size, shape, and characteristics of a student body by directing institutional efforts in marketing, recruitment, and admissions as well as pricing and financial aid.” –Hossler, 1984

Transactional Marketing Customer and business exchanges characterized by limited communications and little or no ongoing relationship between the parties

From Transaction-Based Marketing to Relationship Marketing…

Relationship Marketing

Relationship Marketing Literature Created: “Involves creating, maintaining, and enhancing strong relationships with customers and other stakeholders. Relationship marketing is oriented more towards the long term.” –Kotler & Armstrong, 1996

Four Eras

Relationship Marketing     

Long term vs. short term Retaining customers over making a sale Ranks customer service as a high priority Encourages frequent customer contact Fosters customer commitment with the organization  Bases customer interactions on cooperation and trust

Four Elements of RM  Gather information about customers  Analyze the data and use it to modify the marketing mix  Monitor interactions with customers  Use customers’ preferences and knowledge

Staff Training  Helping staff realize where they fit in the big picture  Reap what you sow  Cross functionality  Planning AND people contact  Attitude vs. statistics

Fitting in Examples

Fitting in Examples

Fitting in Examples

Reap What you Sow

Seven Attitudes 1. Service concept 2. Service focus to introduce relevant marketing concepts 3. Use metaphors 4. Information and new technology 5. Empower recruiters 6. Encourage enthusiasm 7. Encourage, demand, facilitate continuous learning

INTENTIONALITY

Value, Value, Value  Successful products and services deliver value and satisfaction to customers – We make buying decisions based on which product is perceived to offer the most value – Tangible/Intangible benefits vs. cost

How do we Create Customers?  Identify needs  Design goods and services to meet needs  Communicate information about those goods and services to prospectives  Making the goods or services available at times and places that meet customers’ needs  Pricing goods and services to reflect costs, competition, and customers’ ability to buy  Providing for the necessary service and follow-up

How do we create VALUE? • Identify the needs in the marketplace • Find out which needs the organization can profitably serve • Design goods and services that meet those needs • Developing a marketing mix that will convert potential customers into actual customers • Providing for the necessary service and followup after the service

Strategies for Building Customer Relationships  Database Marketing software that analyzes marketing information, then identifies and targets messages toward specific groups of potential customers

References Gyure, J. & Arnold, S. (2001). Using relationship marketing theory to develop a training model for recruiters. Journal of Marketing for Higher Education, 10:4, 35- 49. Hossler, D. (1984). Enrollment management, and integrated approach. New York: College Entrance Examination Board. Kotler, P. & Armstrong, G. (1996). Principles of Marketing, 7th ed. New Jersey: Prentice Hall.

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