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Essay / Research Paper Abstract
This 4-page paper discusses relationship marketing in a banking context. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTcoremang.doc
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Unformatted sample text from the term paper:
Relationship Manager for one of its key geographic regions. The CRMs role would focus on new corporate client acquisitions and growing the current corporate clients through cross-selling. The advertisement is
somewhat vague, however, pointing out that the successful applicant should "outshine all peers," and be the "best of the best." Though the
advertisement for this position is somewhat ambiguous, the connection between this particular role and relationship marketing is quite strong. Relationship marketing is defined as activities specifically directed toward developing, establishing
and maintaining successful exchanges (Alrubaiee and Al-Nazer 2010; 157; Mishra and Liy 2008). A company involved in relationship marketing is one that focuses on developing and maintaining interactive and committed
exchanges and relationships with specific customrs over time (Sing et al 2005). The idea behind relationship marketing is that by building a relationship with the customer, an organization can best
determine the customer needs and, as a result, can develop products and services to help meet those needs (Alrubaiee and Al-Nazer 2010; 158). This, in turn, boosts customer loyalty, with
the impact being more sales. If relationship marketing is such a positive tool, why dont more organizations use it? Relationship marketing involves
a great deal of time and commitment. Profits arent going to increase immediately, because establishing relationships with customers takes quite awhile. This
is especially the case with corporate clients. In many cases, for-profit organizations already work with financial institutions and may be reluctant to change to another one without good reason. As
such, a Corporate Relationship Manager who is hired for this job must be very good with people and needs to know how to overcome objections. He or she also needs
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