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Unit 11 D1 Evaluate the contribution of relationship marketing activities to the effectiveness of the marketing function of Tescos

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Introduction

D1- Evaluate the contribution of relationship marketing activities to the effectiveness of the marketing function of a selected business Introduction- In this report I will evaluate the contribution of relationship marketing activities to the effectiveness of the marketing functions of Tesco PLC Tesco PLC marketing are based upon their strategic aims and objectives as this is what they are striving to achieve and meet Tesco PLC strategic aims and objectives include: * To be strong in selling of everything, as strong as they are in their food industry * To be the retailer in the world, in store and online retailer * To put their communities to be priority and keep them in their hearts * To grow their retail section in all their markets Tesco PLC identify their customer?s needs, they do this through the use of their very famous clubcard service, they can identify customer needs and changes through the data that they collect from customers sales e.g. when customers purchase products and then use their clubcard in order to get clubcard points. ...read more.

Middle

customers, they will also be able to use their clubcard to send personnel emails to customer making them aware of the new promotional offers that are available, this would be part of their customer relationship management system The total product concept need to be offered to identify, anticipate and satisfy customer?s needs, Tesco will have to offer the four 4p?s (price, place, promotional, and products) effectively before they can identify, anticipate and satisfy the customers needs, and to identify, anticipate and satisfy them they will have to achieve the 3p?s effectively (people, physical evidence and processes) The components of pre-transactional customer service include, a parking space, the different parking spaces such as family, disabled and normal parking spaces, trolley stands are the pre-transactional customer service components that would lead to a customer in being lured into purchasing products, this is because they are convenient and have all the elements that would lead to a customer having a good visit, in store signs ?happy to help? staff help customers to find things. People are the key components of pre transactional customer service The transactional components that would lead to a customer to purchase is self-checkouts as they ...read more.

Conclusion

Survey states that these three factors are the main reason why customers don?t want to shop at Tesco PLC. If these factors are achieved then there will be no reason why customers won?t be using Tesco regularly as all their needs will have been met I don?t think they better identify/ anticipate their customer needs as their clubcard already does it very effectively for the organisation, it is so effective that it is very well known and used by Tesco PLC customers. They are able to satisfy their customers better by adapting to their customer?s needs, they may have all the information but Tesco PLC are not acting upon most of the information that they are receiving from their clubcard. It is pointless having a service such as the clubcard and not using its data effectively Customer perception can be improved by telling and also showing customers that they are improving their weaknesses and adapting to customers suggestions. They can do this by improving their prices, making their store environment better etc Conclusion In this report I have evaluated the contribution of relationship marketing to the effectiveness of the marketing functions of Tesco PLC ...read more.

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