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This assignment will be evaluating the contribution of relationship marketing activities and will also evaluate the effectiveness of the marketing function in a selected organisation. The chosen organisation that has been selected for this assignment is M

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Introduction

UNIT 11 Understanding Relationship Marketing RIZWAN ZAID BTEC BUSINESS NATIONAL D1: evaluate the contribution of relationship marketing activities to the effectiveness of the marketing function in a selected business and its retention of customers. This assignment will be evaluating the contribution of relationship marketing activities and will also evaluate the effectiveness of the marketing function in a selected organisation. The chosen organisation that has been selected for this assignment is McDonalds and will be evaluating at how they contribute towards retaining their existing customers. Mystery Shopper Mystery shoppers are a very common method used by organisations to see whether their employees are performing to the standards that are expected from them. They are used as a tactic approach as employees will be tested through another person observing as a 'normal' customer. The employees of the organisation will not at any stage know that they are being observed or will they know which customer will be the mystery shopper. The positives aspect for an organisation such as McDonalds implementing this method is useful in terms of gaining research on their employees. As this method is used for giving the organisation an overall aspect of how their employees conduct themselves in the working environment, the results will clearly show how their employees work, and show areas of improvement in which McDonalds can develop on in the future. ...read more.

Middle

The advantages for McDonalds is that it can clearly indicate where the problem is taking place and allows them to thoroughly analyse that particular position that is situated on this diagram. For example, if employees are unable to use the tills properly when serving customers, this indicates that the main problem is under 'people', which is stated on the Ishikawa diagram. McDonalds can then offer a solution to this problem by making sure that their employees are properly trained and they provide to resources to ensure that this problem is seen to. The negative aspect of using Ishikawa is that it is only designed for modern day organisations. As McDonalds was introduced in the mid 70s, their success has been renowned for their products and good customer service over the years. Although the diagram suggests and points out problems that may occur, the diagram itself does not show any solutions to that particular problem, which can be a negative factor for McDonalds. McDonalds use the Ishikawa diagram in order to be able to recognise potential problems that may occur in the future. As this diagram can be used for any modern day organisations, McDonalds could evaluate their employees and see whether that they are performing to the standard expected from them or the reason behind why they are not fulfilling their potential. This allows McDonalds to evaluate their own position as it may be that they may have to make sure that the restaurants are working in a clean and warm environment. ...read more.

Conclusion

As employees are the mainframe for any profit making organisation, gathering their views would be vital, at the same time making their customers feel acknowledged for their suggestions. This can be a method in which can help maintain customer retention as part of McDonalds and keeping a good order with the public. This is why it is considered as it would be prove financially greater if McDonalds retained their customers in the long term. Relationship marketing is essential for any type of organisation that aims to make a profit. The positives that are considered on behalf of McDonalds are that they are using relationship marketing to establish themselves as efficiently within their own market. They consider this as vitally as important as having good relationship with their customers could potentially lead to more profits and a bigger customer base. Although the entire marketing procedure may be a lengthy and costly method to attract and retain customers, organisations such as McDonalds will benefit over the long run, as history has proven this within McDonalds over the years. conclusion saying why relationship marketing is good and bad..why it is considered for McDonald. make a judgment on whether they were good and bad and why they are considered i.e. costs beneficial, good customer retention. ?? ?? ?? ?? 1 Rizwan Zaid BTEC Business Jenny McLeod Unit 11: Understanding relationship marketing ...read more.

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