Question

Topic: Student Questions

Relationship Vs Defensive Marketing

Posted by Anonymous on 12/1/2009 at 10:10 AM ET 25 Points
Hi everyone,
I'm at Sem 4 now and I'm intending to do a dissertation concerning about relationship marketing. However, while researching I'm very confused between two terminologies: relationship marketing and defensive marketing. Can anybody define the difference between these two?
Also, I'm confused about the relations between the following entities: relationship marketing, customer loyalty, customer satisfaction and customer retention.
Hope to receive feedback from everyone.
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RESPONSES

  • Posted on 12/1/2009 at 6:09 PM Author
    Well, as far as I'm concern, relationship marketing is another approach to 4Ps. It do the task of developing long term relationship with customers based on the basic of mutual respects and fulfilment. In other words, it can be summarised as "customer retention" or "customer loyalty" approach.
    Similarly, defensive marketing is at another extreme with offensive marketing, reducing customer turnover and achieving "customer loyalty".

    two concept with the similar aims of "customer retention" and "customer loyalty". What the point of the two concepts with one goal? I expect someone can show me the difference between the two. Hope to receive feedback.
  • Posted by Jay Hamilton-Roth on 12/2/2009 at 8:40 AM Accepted
    Relationship marketing is proactive.
    Defensive marketing is reactive.

    They both have the same goal ("marketing"). They have different short-term and long-term strategies to achieve their goals based on the current market conditions.
  • Posted by Gary Bloomer on 12/3/2009 at 10:43 AM Accepted
    Dear thienlam1001

    In response to BARQ's suggestion you say "Well, as far as I'm concern ..." And that's fine. However, to help yourself you'll do better by showing your willingness to do some of the work.

    The fact that you're this close to writing your thesis but that you appear to be so far away in terms of grasping basic concepts could, in the minds of prospective employers, raise a certain number of red flags.

    I'm saying this because it might lead to prospective employers wondering what you've learned and, more importantly how useful you might be, both to them and their clients once you get out into the wider world of marketing.

    You'll find that if you do a little more digging and come back with better overall evidence of your level of comprehension you'll get better (and more valuable) feedback and advice.

    Gary Bloomer
  • Posted on 12/3/2009 at 12:11 PM Author
    Thank you Gary Bloomer for your comment. I'll come back with better insights into the topic.
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