• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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

Extracts from this document...

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Production. Production function is the part of organisation which is concerned with production i.e. ...

    As businesses grow and production volumes increase, the production process is often changed to a "batch method". Batch methods require that a group of items move through the production process together, a stage at a time. For example when a bakery bakes loaves of wholemeal bread, a large ball of

  2. Strategic Analysis of Woolworths

    2005, p. 225). For example, Woolworths' businesses such as Dick Smith Electronics (selling electronic goods), Plus Petrol (petroleum business), Safeway Supermarket (selling foods and daily necessities) are all unrelated and in different area of retail industry. Moreover, transferring skills between Woolworths' businesses is hardly possible without training, for an employee in petroleum business (Plus Petrol)

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    IEE-I mainly purchase exterior accessories on a yearly basis. Presently, I have new rims, spoiler, exhaust, angel eyes (lights in the shape of eyes) and windows tinted. I don't really have any interior accessories other than dice. Seasons play a large part on what accessories I purchase. For example, during the winter I will purchase a scrapper, de-iced spray and special winter tyres.

  2. Describe the role internet marketing has in a modern marketing context using selected organisations ...

    Easyjet for example associate themselves with other companies to sell tickets. Internet marketing opportunities are there for different uses such as: > Relationship Marketing and mass customisation: This outlines the aim of the business and is based upon building a strong relationship with the customers by making them get involved in the business and share their own ideas and opinions.

  1. From a marketing point of view, what were the main objectives or the Hovis ...

    The approach the team took to solve these risks were to create new process techniques, technology and equipment would be required as well as, new high-speed packing techniques of packaging. It was also necessary to develop visually striking packaging to attract customer attention, and packaging to maintain the correct combination of moistness and crustiness of the loaf.

  2. Compare marketing techniques used in marketing products in two organisations. For your chosen organisation, ...

    It was made available on September 21, 2012, but has already become Apple's biggest iPhone launch; with over 2 million pre-orders pushing back the delivery date to late October. This shows Apple are producing the latest product and developing the latest technology and the latest software on the new iPhone 5.

  1. Unit 11 M1 Analyse the ways in which relationship marketing activities can be used ...

    Even before entering the store they have specific location of stores which are located within not outside communities, even the distance of the car park and location of shopping trolleys are located in specific location so that the shopping trip makes it easier for the customer, every little thing the business does is done for the customer.

  2. Evaluate how effective McDonalds are when marketing their products.

    order to facilitate the needs of potential customers with such products as fruit bags and carrot sticks as well as products such as diet coke. However I think that McDonalds have not used diversification to its full potential. I think that they have missed opportunities in expanding their business especially considering how iconic the brand is.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work