In short, Microsoft has been successful in relationship marketing in their core businesses in addition to sustaining momentum in the global application and software development community. The company has struggled however in its effort to use relationship marketing in the areas of Internet-based advertising models, sales of enterprise server components and applications including Enterprise Resource Planning (ERP), Customer Relationship Management (CRM) and Supply Chain Management (SCM). These are all enterprise software areas that require an inordinate amount of trust and continual relationship building to be successful. In these areas Microsoft is challenged. Add to this the fact that Microsoft's channel strategy has at times been contradictory, and there is ample evidence of the company not being trusted in many reseller and indirect channels globally.
Recommendations
Microsoft's success with developers and the willingness to openly collaborate with them in the creation of entirely new applications underscore what researchers have found to be the cornerstone of effective relationship marketing, and this is the creation of trust (Porter, Donthu, 2008). Microsoft must take these lessons learned and apply them to their channel strategies starting with consistency and leading to high levels of collaboration if their indirect selling strategies are to be successful (Dong, Swain, Berger, 2007). Second, Microsoft needs to concentrate on their enterprise applications business, specifically focusing on the development of relationship strategies that more...
Relationship Marketing You have been hired as a consultant by a community college to help them increase the profitability of their athletic program. Discuss the recommendations that you would make regarding the use of relationship marketing to benefit the athletic program. The most critical aspects of any aspect of attracting, selling and serving a customer base is how consistent and positive the customer experience they have with a given brand. The role
Marketing Assessing the Varying Definitions of Marketing The original concepts of marketing have as their basis the objective of having the customer be at the center of any enterprise, with all systems, processes and strategies aligned to fulfill their requirements and needs. Dr. Kotler in explaining the marketing concept shows how the operating philosophy of any business putting the customer at its center leads to greater value being delivered and strong
Palmatier, R.W., Jarvis, C.B., Bechkoff, J.R. & Kardes, F.R. (2009). The Role of Customer Gratitude in Relationship Marketing. Journal of Marketing, 73(5), 1-18.Abstract: Although most relationship marketing theories have in the past emphasized the relevance of commitment and trust in seeking to influence performance outcomes, gratitude has been identified as yet another critical mediating mechanism on this front. By utilizing data from two studies, the authors in this case �demonstrate
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The company in consideration is Jolly Company, which is presenting Bubbly Energy Drink. This is a start-up company that will have its base of operations in the State of Texas. This location has been chosen as this state is transcending to a healthier living when it comes to meals and drinks. This is owing to the increasing rate of obesity in the United States. The unique selling position or USP
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