Price •the amount of money a willing buyer is willing to pay a willing seller for a product offering at a given time. Distribution •the process of ensuring that the marketer's product offering is made available to the targeted consumers at the right place/s, at the right time, in the right quantities, in the right condition and at the right cost.
PREAMBLE
Market penetration of the cellular industry in South Africa is now estimated at 72.2% of the population. Most South African businesses lag behind in the quality and availability of customer information.
STATEMENT OF THE PROBLEM
OBJECTIVES OF THE STUDY The objectives of this study were to
RESEARCH QUESTIONS TO BE ANSWERED The key questions the study intended to answer were
LIMITATIONS AND ASSUMPTIONS OF THE STUDY
STRUCTURE OF THE STUDY .1 Chapter one: Introduction
Chapter Four: Research Methodology
It discusses the nature of the study, the survey methods and the research instrument used.
Chapter Five: Results and Discussions
Chapter Six: . Conclusions and Recommendations
THE ORIGINS OF RELATIONSHIP MARKETING
Research on the mechanisms associated with relationship marketing suggests that relationships develop between people as a result of extensive or intimate interaction. Hart further emphasizes interpersonal interaction within relationship marketing by distinguishing between the functional quality of the service encounter versus the technical quality experienced.
DEFINITIONS AND EXPLANATION OF RELATIONSHIP MARKETING
It incorporates the purpose, process, focus and key elements of relationship marketing as explained by Evans, O'Malley and Patterson. The following concepts form the basis of Relationship Marketing and will be discussed and elaborated below:.
EXCELLENT CUSTOMER SERVICE
For a service provider, a valued relationship is one that is financially profitable in the long term. According to Lovelock & Wright, customers define a valued relationship as one in which the benefits received from the provision of services significantly exceed the associated costs of obtaining them.
TECHNOLOGY TO GAIN CUSTOMER KNOWLEDGE AND INSIGHT
INDIVIDUAL CUSTOMER APPROACH
THE LEARNING RELATIONSHIP
Learning Relationships are built on Knowledge
Customer Interaction Enhances Relationships
UNREALISTIC RELATIONSHIPS
ESSENTIAL INGREDIENTS OF A RELATIONSHIP .1 Customer Value
Shared Goals and Mutual Benefits
Common goals have a significant impact on relationships, because people with common goals expect help from each other, for example, share important information and trust this information, since it is in the interest of both parties to increase their effectiveness and achieve their goal.
RELATIONSHIP LOYALTV
Customer loyalty
In the behavioral definition, loyalty is not the cause but the effect of brand preference. Developing customer loyalty means ensuring that we maintain the loyalty of our current customers through giving.
Customer Loyalty
Customer Satisfaction
High
Satisfied Stayers
Hostages
Happy Wanderers
Dealers
Customer Satisfaction
Customer satisfaction/loyalty by segment can be analyzed by examining customer satisfaction, benefit exchange and customer referral. In order to make the customer satisfaction analysis effective, the whole organization must agree on what exactly is meant by 'customer satisfaction'.
Deterioration
Customers stay in a relationship because they continually receive tangible and core benefits from the relationship. Social benefits include being recognized by your provider and developing friendships with them. Special treatment is the ability for customers to skip lines, receive special prices or promotional offers.
Cessation
Dissolution - refers to the natural termination of the relationship, without any deliberate decision to do so. Switching - refers to the termination of a relationship where the customer switches to another service provider.
Reclamation
Customer Migration
Customer Lifetime Value
Most Valuable Customers (MVCs): These customers have the most value to the company because they do the most business with the company, bring in the highest margins, are the most willing to cooperate, and tend to be the most loyal. These are the most loyal customers who are not overly concerned about price and place more value on customer service. The Gold segment is the next 25% of customers with a lower LTV than Platinum customers because they are more price sensitive.
STAGES OF RELATIONSHIP DEVELOPMENT
Customer - someone who has done business with you repeatedly, but who may be negative or at best neutral towards your organization. Buyer – someone who has done business with your organization only once. Prospect – someone you think can be persuaded to do business with you.
RETURN ON RELATIONSHIPS (ROR)
- Strategies for improved ROR Customer-supplier relationships
It is also assumed that as the relationship develops, each party takes more risks, but increases confidence that the other intends to honor promises. Motivation - when the object of exchange is important or intangible, the level of risk rises and the motivation for relationship development increases. Personal contacts - these are frequently used as a mechanism or lubricant for relationship development and the resulting relationship between buyer and seller is often long-term, close and involves complex patterns of interaction.
In conclusion, the success of relationship marketing can depend not only on the specific strategy or implementation process, but also on the preferences of the individual customer. Satisfied customers are not necessarily profitable. Unprofitable customers can result from suppliers offering the wrong product at the wrong price. Non-measurable things such as culture, leadership, vision and long-term network building must be taken into account.
Relationship managers should be appointed. Relationship marketing values and strategies must be part of the company's culture.
CONCLUSION
Customer value, trust, uncertainty and dependence, commitment, bonds and privacy make up the essential ingredients of a relationship. Customer loyalty means that customers are committed to buying products and services from a particular service provider and will resist the actions of competitors trying to attract. their protection. Satisfaction can be developed directly through personal experience or less directly through opinion and the experience of others. Satisfaction involves the perceived standard of delivery and depends on the duration of the relationship. High levels of service must therefore be present throughout the delivery process. Relationship Return (ROR) is the long-term net financial outcome generated by establishing and maintaining an organization's network of relationships.
COMMUNICATIONS
- INTRODUCTION
- COMMUNICATION OBJECTIVES
- THE COMMUNICATION EFFECTS PYRAMID
- THE COMMUNICATION PROCESS
- THE COMMUNICATION MIX
- Product
At this stage, only a certain percentage of the target audience will develop a liking or positive feeling for the product, and an even smaller number will move to the preference block. Repurchase and regular use of the product will depend on the ratings and feelings of the customers after using it. The medium, message and source are chosen based on the characteristics of the recipient or target audience.
This is especially necessary when the message is a mood or feeling. The use of sound can be to the communicator's advantage. Catchy jingles and sound effects contribute to a more complete expression of the message. The message, once encoded, can be presented in a variety of ways. This combines the elements of the marketing communications plan and the four elements of the marketing mix. This may refer to the physical appearance of the product such as a particular color or the benefits of the product for e.g.
The brand name is the part of the brand that can be pronounced (letters, numbers or words). The mark is the part that cannot be pronounced, it is the logo.
Price
- Personal selling Definitions
- Sales promotion Definitions
- Public Relations
- Sponsorship Introduction
- New Media Introduction
The source of the information or message, as shown in Figure 3.4, is known as the advertiser. Engagement framework – Engagement-based ads work by attracting members of the target audience to the ad. Target audience - crucial in this process, as the advertising message in the media is aimed at them. An advertising agency creates advertising that will influence the target audience and reach the selected target audience.
Koekemoer further elaborates that when messages are transmitted via electronic media, a small period of time (usually 20, 30 or 60 seconds) is used. The cost of different time slots varies during a single broadcast day and according to the popularity of individual programs. Demonstrations - the salesperson in the mobile store can demonstrate the product's features to customers. The concept of a "free sample" is very easy for consumers to understand, so this form of sales promotion is widely used and considered to be the most effective in influencing trial purchase. The logic behind the free sample of a product is simple: consumers are offered an opportunity to try the product without any specific commitment to purchase it.
Production - this challenging task involves creating communication using multimedia knowledge and skills. The PRP must use art, photography and design for brochures, booklets, reports and advertisements and record and edit audio and video tapes and prepare audiovisual presentations. These are advertisements on behalf of the organization to promote the business or financial interest of the organization. In 2002, Cell C launched a major initiative to highlight the plight of orphans and vulnerable children in South Africa. The six-week campaign was in support of the Heartbeat Center for Community Development, which cares for orphans and child-headed households.
- EVALUATING MARKETING COMMUNICATIONS EFFORTS Introduction
- Evaluating Advertising
- Evaluating Personal Selling Efforts
- Evaluating Sales Promotion Efforts
- Evaluating Public Relations
- Measuring effectiveness of Sponsorship
- CONCLUSION
- INTRODUCTION
- THE NATURE OF THE STUDY
- SELECTION OF SUBJECTS
- THE SURVEY METHOD
- REASON FOR DESIGNING A SPECIFIC QUESTIONNAIRE FOR THE RESEARCH
- THE QUESTIONNAIRE
- P ILOT STUDY
- RELIABILITY OF THE QUESTIONNAIRE
- ADMINISTERING THE QUESTIONNAIRE
- ANALVSIS OF OATA
- CONCLUSION
- INTRODUCTION
- BIOGRAPHICAL OATA OF RESPONDENTS Table 5.1 Biographical data ofrespondents
- RESPONDENTS REGRETTING THEIR CHOICE OF SERVICE PROVIDER
- OPPORTUNITY TO CHOOSE ALTERNATE SERVICE PROVIDER Table 5.7 Choice of Alternate Service Provider
- CHANGE OF SERVICE PROVIDER IN THE LAST THREE YEARS
- CELLULAR PHONE CONTRACTS
- SERVICE PROVIDER STAFF
- CONVENIENCE OF OPERATING HOURS
- ATTEMPTS BY SERVICE PROVIDER TO UNDERSTAND THE INDIVIDUAL NEEDS OF CUSTOMERS
- SERVICE PROVIDER OFFERINGS TO SUIT INDIVIDUAL NEEDS
- RELlABILTY OF THE SERVICE PROVIDER
- COMMUNICATION BY THE SERVICE PROVIDER
- RECOMMENDATION OF THE SERVICE PROVIDER
- PROCEDURE TO BE FOLLOWED ON TERMINATION OF CONTRACT
- IMPROVEMENT OF SERVICES RENDERED BY SERVICE PROVIDER
- PRIVACY AND TRUST
- RATING OF THE SERVICE PROVIDER
- RELIABILITY TEST
- Cross tabulation between Questions 9 and 13
- Cross tabulation between Questions 20 and 21
- Cross tabulation between Questions 20 and 22
- CONCLUSION
- INTRODUCTION
- CONCLUSIONS
The regulations also state that mobile network operators must ensure number portability no later than nine months after the publication of the regulation. The implementation of such portability is also governed by mobile functional specifications provided by the government. Number portability is thought to affect the operator's ability to retain its customers. Access to portability does not create a desire to go off the grid. Kumar argues that the form and wording of questions are extremely important in a research instrument as they affect the type and quality of information obtained. The questions must therefore be appropriate and relevant.
Analysis involves "breaking down" data into manageable themes, patterns, trends, and relationships. The purpose of analysis is to understand the various constituent elements of one's data through an inspection of the relationship between concepts, constructs, or variables and to see if there are any patterns or trends that can be identified or isolated, or to establish themes in data (Mouton, 2004:108). Customer loyalty means that customers are committed to buying products and services from a specific service provider and will resist the actions of competitors who try to usurp their patronage. The contract serves as a bond with the service provider, especially since they were unable to keep their phone number. The other group consists of loyal customers who are slightly less enthusiastic than ambassadors. The last two groups represent those who are actively looking for a new service provider and those who are already lost customers.
Staff must be motivated and processes simplified, rationalized and customer-oriented. The process must flow and the customer's needs must be at the center of attention at all times. Different customers should be treated differently. The key is knowing who your best customers are and treating them accordingly. This chapter describes the results of the study. The results were presented in the form of tables and graphs.
