Customer Relationships

through Sales Forces &

Marketing Events

- Topic: Peranan Marketing Management dalam Meningkatkan Competitive

Advantages -

Lisa Gunawan / 2512101034

Content
1. Intro
2. Organizational Competence
3. Sales Force & Marketing Events
4. Conclusion

INTRO
How to build
CA in
market?

Strategy to
gain
customer
satisfaction
Their need

Build
relationship
with
customer
To know their need
Require knowledge
of marketing
concept

Objection

Relationshi
p
Marketing

customer satisfaction
share of customer
customer retention
customer loyalty

Develop and maintain

long-term
relationships with its
customers

INTRO
Grnroos (The Marketing Strategy Continuum), mendapatkan implikasi yang bervariasi mengenai
perbedaan yang terdapat antara transaction marketing & relationship marketing, dari perspektif
organization

INTRO
The reason
of the need
for
developing
customer
relationship

Accomplishing their own

marketing objectives
focused on achieving a
competitive position on
the reference market

Attributes that underlie the

development of customer
relationship are
Trust

Attracting and keeping

profitable customers for
the organization.

Commitment
Open communication

ORGANIZATIONAL COMPETENCE
Choosing the most effective competitive strategies?
Kotler and Keller (2009) present the three specific characteristics of
the core competences, namely:
Sources of competitive advantage, which contributes to the

perceived benefits offered by consumers,

Difficult to imitate by competitors,
Practical applicability for different markets.

Integrated marketing communication

strategy!

SALES FORCE & MARKETING EVENTS

Sales Force
Has always played a key
role in developing long
term customer
relationships

Integrated
Marketing
Communicati
on Strategy

Marketing Events
Provides a direct,
interactive, personal
method to build
relationships with these
customers

SALES FORCE & MARKETING EVENTS

Peran antara Sales, Marketing, dan
Kolaborasinya

SALES FORCE & MARKETING EVENTS

In this case, in order to gain a competitive
position
By organizing a themed marketing event in which the

sales force will present and realize demonstrations for

the advertised products
Make the action plan to realize it

SALES FORCE & MARKETING EVENTS

Preparing the themed event

The
Actio
n
Plan

Defining the problem identified at the level of the selected target group

Situation analysis
Establishing communication objectives may take into account the information
and awareness of the existence of a problem related to

SALES FORCE & MARKETING EVENTS

Choosing a unique communicational message built on rational and
emotional elements that have a powerful impact over the target group
selected

The
Actio
n
Plan

Presentation and demonstration made by the sales force within the

themed event
The establishment of contacts between the sales force and participants
to the event (after the event)
Results evaluation of the themed event and gathering feedback from
participants implies initiating certain actions of analysis and control

CONCLUSION
The direction towards applying an integrated communication step
focused on the two components, sales force and event marketing,

can substantially contribute to achieving competitive success

and gaining loyal clients for the company

By combining these techniques and developing certain thematic

events suitable to the target consumer profile,

there can be developed long-term customer relationships

The orientation towards the integrated marketing communication

strategies

enables the organization to achieve its communicational

objectives through differentiation from the actions of other
competitors

Daftar Pustaka
Anca Francisca Cruceru, Daniel Moise, Customer Relationships through Sales Forces and
Marketing Events, Procedia - Social and Behavioral Sciences, Volume 109, 8 January 2014,
Pages 155-159, ISSN 1877-0428, http://dx.doi.org/10.1016/j.sbspro.2013.12.436 .
(http://www.sciencedirect.com/science/article/pii/S1877042813050684)