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Relationship Dynamics and Lifecycle Stages
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səhifə | 12/17 | tarix | 21.05.2023 | ölçüsü | 1,79 Mb. | | #118436 |
| MarketingStrategyChapter07-2.4
Relationship Dynamics and Lifecycle Stages - Across the different relationship stages, RM strategies should be adapted as follows:
- Early – use gratitude-, communication-, and competency-based strategies to build reciprocity norms and explore potential
- Growth – use bilateral investments to exploit relationship potential, though the window for investments is small
- Maintain – don’t neglect (ongoing communication and investments) or betray (unfairness and conflict) customers
- Recovery – use communication together with compromise to rebuild relationships and avoid exchanges based solely on dependence
Customer Relationship Lifecycle
Exploratory/Early Stage
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Growth/Development Stage
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Maturity/Maintain Stage
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Decline/Recovery Stage
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Use gratitude-, communication-, and competency-based strategies to build reciprocity norms and explore potential.
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Use bilateral investments to exploit relationship potential by building strong relationship bonds.
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Don’t neglect (ongoing communication and investments) or betray (unfairness and conflict) the partner.
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Use communication together with compromise to recover the relationship and avoid an exchange that is based solely on dependence.
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Relationship Quality High
Relationship Quality Low
Most Effective Relationship Marketing Strategies
Agenda - Introduction
- Relationship Marketing Strategy
- Building and Maintaining Relationships
- Targeting and Adapting Relationship Marketing Strategies
- Relationship Dynamics and Lifecycle Stages
- Managing Relationship-Based Sustainable Competitive Advantage
- Building Relationship Equity
- Measuring Relationship Equity
- Multiple Regression
- Takeaways
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