Relationship Marketing and Intellectual Foundations - Free Samples

Question: Discuss about the Relationship Marketing and Intellectual Foundations. Answer: Introduction In this modern business scenario, the most important part of any and every business is customer satisfaction. Among the different ways of getting this customer satisfaction, the most important is perhaps developing a good customer relationship. In other words, it must be the top priority of all the business sectors to develop means of analyzing the customer needs and demands in a better way. Among all the other business tactics, it is the perhaps the most useful one to target the customers properly. The greatest advantage of direct market is market segmentation or targeting. In other words, for any business to flourish, it is of utmost importance that the customers are targeted properly. This is because not every product is for every customer; hence the business enterprise must make sure that they provide the correct products or services to the correct kind of customers. One among the many industrial sectors that has a good advantage of using this direct marketing is the hospitality industry. In other words, the travel and tourism industry nowadays uses several means of direct marketing like brochures, booklets and many Marketing implications Hospitality sector is indeed such a sector that needs to provide the customers with real time experience. In other words, as the very name suggests, the prior responsibility of this sector must be to satisfy the customers. The very concept of marketing is itself associated with client dealing. In other words, the hospitality or the tourism sector must realize the customer needs and demands. In other words, they must try to develop a sound relationship between themselves and the clients. At times the most essential thing is the relationship between the customers and the producers rather than the relationship between the customer and the product. The best means of doing this is direct marketing. The main motif of direct marketing is to understand the customers in a better way. This direct marketing helps to create a more close relationship between the company and the clients. This also helps in increasing the loyalty among the clients. The direct marketing mainly includes emails, advertisement through pop ups in several social media sites, brochures etc. Over the past few years there has been a sufficient amount of increase in the number of destination sites. As a result of which, it is become very necessary for all the tourist agencies and the hotel companies to make the customers aware about the new destination sites that they can visit. So travel and tourism both need to be marketed in a vigorous way. The marketing of the tourist destinations ns the hotels must be done in such a way spot that the customers get a huge motivation and can inculcate a desire of visiting new and varied tourist spots. The major problem that lies with this tourism industry is that, it is a very large industry. At the same time, it is also a very complicated one. It needs to target such a huge number of customers living in various parts of the country with so many different and varied socio economic structures, needs, expectations, income, affordability, behavior patterns etc. Having a good public relation skill is an important t aspect of the tourism industry. A large amount of the success of the tourism industry depends of the kind of marketing by it. Some of the direct marketing tools are used by the tourism industries and the hotel industries are sending cards or feelings on any seasonal functions like Christmas, New Year etc along with some new discount offers or any new hotel brochure. Another important means that can be used by the tourism and the hotel industries is promotion and marketing during any trade fairs or any festivals, or any tourism fairs where there is the gathering of a mass social media. In order to take their business among their targeted customers, they have to let media in the core aspects of their business. Another very important and useful marketing tool that is quite handy nowadays is that of e marketing or electronic marketing. It is due to this e marketing that direct promotion and direct marketing of bayous business sectors have become very easy (Ju et al ., 2013). A good example of this direct marketing of the hospitality industry can be the different apps like trip advisor, trivago and many more. It is through these online social apps that the hotels can easily develop a very close contact with the customers. Internet has been successful in playing a major role in the marketing and the tourism business. For the proper propagation of any successful business organization, customers satisfaction is of utmost importance. It has now become very much easier for the customers to view the different deals about the hotels online. Apart from this, the customers can also see the different new and diversified tourist spots that are being opened up every now and then in different parts of the world. There are a large number of platform available nowadays through which the tourist agencies and the other hospitality sectors can easily develop an interpersonal relationship. Apart from this, media also has to play a major role in the field of direct marketing . In this era, many people are too busy with their lives and often it so happens that due to their very busy schedule, they are running short of time in reading the brochures or the emails. It is during this time that other media devices like the television comes into play where they can wee many new tourist attractions or new hotel that have been opened up in many places. In todays modern era, it is the major duty of the entire hospitality sector to know the demand of customers in details. It is only then that they can cater to the needs and demand of the customers. In the modern scenario, the customers have also become very much aware. Another important aspect that the hospitality sector often adopts is that of the mission and vision statement. In particular, it is very much essential for the new companies or any kind of new start ups. A new start up obviously has very limited amount of resources available and in order to make their business expand, they have to take their business far and wide across the customers. It is also a very well known fact that in this hospitality and tourism sector, the customers are located in various parts of the world and their needs and demand are ever changing and ever increasing (Ali, Amin Cobanoglu 2016). So, it is the through various promotional messages or the mission and vision statements of the companies through which they try to make the customers know about the kind of goods and services that they are about to provide with. The companies often use the method of displaying their welcome message or their vision and mission statement on the LCD screen. They can often make use of the logo, which is a very useful and widely popular aspect of todays modern scenario. Apart from these, the other important components of direct marketing are the email sending, Tele marketing, receiving in the room with the welcome message being displayed on the LCD screen and many more. The main motif of this direct marketing is to get much closer to the customers. By using this method of direct marketing, the main motto of the companies is to increase their goodwill in the eyes of the customers, assuring them in return that they will get the exact services that they are looking for. In order to expand the business, it is the top most priority of each and every organization to see that they are able to cope up with the demands of their customers. It is also needless to say that, in the modern day scenario, the customers are becoming very much self conscious (Xie et al., 2015). They are looking for not only the proper service but also a very quicker and an easier service. They n o longer want o stand and wait in the long never-ending queues in order to get their air or train tickets done. It is also very much uncertain for a modern day tourist to keep waiting in the reception of any hotel room due to the lack of prior booking (Jin, Zhou, Wang 2016). It is also because of the increasing number of tourists that the concept of digital marketing is increasing day by day. In order to give proper accommodation tp all the tourists, the hospitality sectors have to get themselves involved in the direct marketing. It is with the help of these direct marketing tools that the customers are able to avail easy and quick services on one hand, and on the other. Another very import ant ad commonly used tool of direct marketing is sending birthday cards or anniversary cards to the customers on their special days. Not only this shows that the companies remember their customers on the special days but also allows some special gifts or some discount offers. It is also a known fact that the customers will naturally get attracted to those companies from where they get some additional benefits, like that of free gifts or lower discounted price. This direct marketing has been really helpful in letting hospitality sectors target their customers in a proper way. In other words, for a wide and complicated industry as that of hospitality sector, market segmentation is of utmost importance (Drea, J Marlow, Mense 2017). They have to keep in mind that id they are making any investment in any particular aspect of their business, then that investment must not go in vain. A good example can be that of the Disneyland. It is a very well known tourist spot. How ever, the Disney land is such a place that has a huge attraction both for the adults as well as the children (Berezina et al., 2016). However, children usually find the place to be much more attracting. Hence, it is already known to all the tourism agencies that if they are to conduct a tour for the Disney Land, then they must make sure to include several elements of children park and children attractions in their advertisement or their promotional activities, be it through emailing or through brochures etc. Direct marketing in Restaurants A very important aspect of the hotels is that of the eating places. In other words, the restaurants play a major par in almost each and every aspect of the hospitality sectors. Hospitality sector in itself is a very long and broad head, consisting of hotels, amusement parks, restaurants etc. A major point that the hospitality sector must keep in mind whole promoting their products or services is that of the proper advertisement of the restaurants. A good example can be the advertising of the MacDonalds or the subway or even the KFC. There is a large scale marketing and promotion of almost all the famous restaurants through booklets, brochures, emails or several other such things. In order to carry on with direct marketing, the companies must be having a proper customer details. It is only from this database of the customer details that they can make out the demand of the customers. The customer details are available through many tols like that of prize cards, loyalty cards, prize dra ws etc. It is also very easy for the restaurants to do a direct marketing campaign. It is because they have the customers coming in their outlets every now and then, so they can easily keep a track of what kind of food demands the customers are having; what they ate or what they drank etc. The best option for restaurants to do direct marketing is via the emails or any leaflets and brochures where the company can easily enlist the offers and the special discount prices that they are about to give to the customers. The main concern must be to keep the tag lines easy, quick to read and catchy ( Xu Gursoy 2015). It is also very useful for the companies if they can send such emails or post cards to bulk number of customers at one go. Another important tool that the companies can opt for is that of texting or SMS, they have also become a very powerful source of direct marketing. Conclusion Thereby it can be concluded that in order to expand the business in the present day scenario, it is of utmost importance that the companies carry out a mass scale direct marketing. The main motif is to develop a proper interpersonal skill with all the customers. This enables the companies to develop goodwill in the eyes of the customers, as they can easily cater to the demands that their customers have. It helps in bringing the companies and the clients close to one another. References Ali, F., Amin, M., Cobanoglu, C. (2016). 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