Sie sind auf Seite 1von 5

JUNE 12: The six markets model and their impact on relationship marketing.

Christopher, Payne and Ballantyne (1991) from Cranfield University go further. They identify six markets which they claim are central to relationship marketing. They are: internal markets, supplier markets, recruitment markets, referral markets, influence markets, and customer markets.

(i) Customer Markets The customer market domain is central to the model, as customers are important in all marketing activities. Companies marketing activities should concentrate on creating, keeping and retaining profitable customers. Nowadays, firms not should only focus on individual sales processes, but they should building long-term relationships with customers and generating repeat purchases. Customer market includes Suspect, Prospect, Customers, Clients and Advocates. In order to achieve the transaction from customers level to advocates level, company should take the customers beyond mere customers satisfaction to customer delight by delivering products and services more than expectation. The customers market can give good impact to the company

because this will create stronger links between the internal processes and the needs of customers, resulting in higher levels of customer satisfaction. (ii) Referral Markets This market refers to the group that able to provide the information of the company toward the customers. There are two key players in this market customers and non-customers. In this type of market the companies best marketers are their customers, as satisfied clients create a strong positive impact by word-of-mouth referrals. In addition, but to a lesser extent, non-customers can also have a positive impact by recommending a company to prospective customers. Examples of non-customer participation in this type of market include networks, suppliers, agencies and third party introducers. So, the company should develop strong relationship with the referral sources as the major marketing effort strategy because it can give positive impact to companys business and profits in the long term. (iii) Supplier Markets Relationship marketing is not only about building effective relationships with final consumer. It encourages firms to build effective long lasting relationships with suppliers in a form of partnership to serve final consumer better than competitors. Previously, company only focus adversarial relationship with supplier by win-loss philosophy where company focused on trying to extract the best price from the supplier without understanding the costs bare by the supplier. But now many companies have emphasizes a long term by win-win philosophy where supplier viewed as collaborator and recognition is being made. In other words, building effective and long term relationships with suppliers can give the good impact and opportunity in relationship marketing for company to obtain material at a cheaper rate and better quality which will help in delivering better value to the customer by providing quality goods at lower price. If the supplier

fails to deliver goods on time/ fails to achieve quality target it will affect the value delivered to the final consumer. Firms are advised to build long lasting relationship with suppliers by building Co-Makership where establishing longer relationship with a limited number of supplier on the basis of developed mutual confidence. By this agreement, both parties agreeing in decisions made in terms of price, delivering quality and product specification.

(iv) Influence Markets Influence market refers to people/institutions who exercise influence over the purchase decisions of the customer. Influence markets may have positive or negative influence on the purchase so that company needs to encourage positive purchase influences while reducing negative purchase influences. If a consumer purchases a garment product as it is worn by a celebrity, the above mentioned celebrity acts as an influencer for the purchase. The domain of the influence market usually has the most diverse range of component groups. There are, for example, government, shareholders, financial analysts, stockbrokers, the business press and media, user and consumer groups, professional associations and unions. Each of these groups has a significant influence on firms, their products and services. The essential aim of Relationship Marketing strategies was value creation for both parties through relationships and even partnerships in the marketplace. Although, the most important actors are the customers, the marketer should not forget stakeholders and partners who can influence and support a firms marketing operations. Influence markets have given more impact to companys marketing relationship by created good image and market perception match with external environments. v) Recruitment Markets

This refers to entities and people who are engaged in recruiting human resources to the organization. To deliver better customer value than competitors firm need to have a better human resource pool and if the company fails to obtain better human resources from the market competitors will surely recruit resulting in poor quality goods/services produced by the firm. Therefore, to acquire the best human resources from recruitment market firm needs to build good relationships with HR agencies and prospective employees while maintaining a good public image for the company. Firms have to make themselves attractive to potential employees and do every thing possible to retain the highest quality people. Each organizations human assets contribute significantly to its continued operation and their sharing the organizations values lead to both the firms and the employees future success. Marketing in a recruitment market is particularly important for a company whose employees provide the key element in maintaining competitive advantage, as is the case for the subjects of this research - securities brokerage firms and their marketing and sales officers.

vi) Internal Markets This is where the departments within the organizations serve each other while serving final consumer at the end. Every department becomes a internal customer for the other department they should serve the internal customers first to serve the external customers better. Inter departmental relationships has to be strengthened in order to deliver better customer value to external customers. Christopher, Payne and Ballantyne (2002) stated that this domain is still somewhat underestimated by many organizations. Marketing can play a very important role in conjunction with operations and human resource managers in ensuring that internal market exchange processes work efficiently. This is because every employee and every department within a firm is an internal customer and/or internal supplier. Moreover, a companys marketers should make sure that all employees live the brand and work together in a way that is aligned with the organizations mission, strategies and goals.