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Relationship Marketing

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6 MARKETS FRAMEWORK – developed by the Anglo- Australian School (

Source: Helen Peck (2004)

How Delta Beverages can create value thru managing relationships with the 6 markets

Recruitment markets

Referral markets

Influence markets – consists of the gvt, regulatory bodies, legislature, pressure groups, media, financiers. There is need for good corporate citizenship (health, education, environ, philanthropy, compliance, entertainment) , need for compliance, need for lobbying strategies/lobbyists,

Supplier markets -

Internal markets

Customer markets (at the Centre) –

Kotler’s 4 players (Kotler, 1992)

Supplier marketing – Case: NetOne Zimbabwe

Base station equipment suppliers – ZTE,

Recharge cards – Fidelity Printers, Paper Place,

Fuels – Redan, CMED

End-User Marketing – Case: CABS

Individual customers –

Platinum customers – high net-worth customers, have CR Managers, customized services, socialized events, corporate clients,

Distributor marketing – Case: Delta Beverages

Uses wholesalers and retailers

Government Marketing

Remittance of taxes, Supporting activities of national causes, Company registration and license, good corporate citizenry, compliance to statutes, by-laws,

Financial Marketing

Good corporate governance, salary remittances, transparency, incorporate bank senior mgt into boards, repayments of loans, alliance strategies,

Competitor Marketing

Resource sharing, affiliations,

Alliance Marketing

Public marketing

Customers, Communities, CSR, community empowerment,

Kotler’s 6 Players Model (Kotler, 1992)

Finance companies, government, allies, distributors, and competitors, public

Gummerson’s 30 Relationships Model

Framework consisting of 30 relationships which are drawn from the business environment: micro, market, macro.

According to Gummerson, any...

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