Marketers

Marketers frequently draw upon the language of relationship marketing and ‘win-win’ relations to describe their activities. But are marketers really interested in having mutually beneficial exchange relationships with all their customers MARKETERS – are a bridge between seller/manufacture and buyer. They make two Ends meet at certain point where both are comfortable to deal with each other. MARKETERS - are a road leading seller/manufacturer to a distant consumer where A seller does not reach consumer, and consumer does not reach the seller, due to lack of time, knowledge and sources. MARKETERS - are a right source for a common man/consumer to reach a right product and their needs in the shortest and economical way. MARKETERS - are the most economical and fastest sources for a seller/manufacture to reach a consumer and inform him/her about the product. Marketers are building relationships with consumers by providing “Customer care, And customer loyalty programs “O’Malley, L. and Prothero, A. (2009). They fulfill the needs of the customers and maybe seen as being married to them and satisfying the values. Marketers argue that their relationships with customers “emphasizes cooperation, mutuality, and trust”O’Malley, L. and Prothero, A. (2009).  Marketers need to extend their cooperation to the consumer in providing them the product and services in any respect required by the consumer by involving sellers/manufacture directly or indirectly, which is the Key to Success. Consumer is happy to buy something new but is satisfied when receives Good Quality of the product as well as appropriate services from the seller/manufacturer in case of need. They do it do increase their “effectiveness and efficiency” “O’Malley, L. and Prothero, A. (2009). Marketers are using it as their own advantage to move in the competitive world. The tools and techniques employed are more representative of stalking and rape than they are of courtship and love. This indicates that they are looking at customer records using the loyalty card scheme and targeting them in certain ways. “Consumer privacy is at the centre of an ongoing debate among business leaders, privacy activists, and government officials in which three perspectives on consumer privacy have emerged as the corporate perspective, the activist perspective, and the centrist perspective.’’ Lacey, R. and Sneath , J.Z. (2006).The global principles can be described as government regulation, industry self-regulation, and technological solutions Lacey, R. and Sneath , J.Z. (2006).The principles are an essential part of marketing. They play a very vital role in various forms of marketing. The principles act as a regulation to both government and individual and also act as solution to the ongoing problems. The future of marketing will become more conversational in coming time. The future of marketing will become very bright because of the new ideas and inventions. The term seductive “induces consumers to enjoy things they did not intend to enjoy’’. Deighton, J. and Grayson, K.(1995). It is done to increase their production and make their product famous. It forces the people to buy a product or many products which they were not interested in buying before, but later they become very much interested in it .These are some of the schemes which sellers adopt to sell their products. These are the marketing techniques which help in the long run of the business, and if they work to be well then there are stopping for the business to reach the peak of the mountains. “The survival of any social group depends upon trust and commitment. It also depends upon nature of marketing”. Tadajewski , M. (2009).Trust develops the relationship between the buyer and the seller as it is the serious factor in the development of marketing knowledge. Without trust nothing can last for long as it is trust that holds both the buyer and seller together in the long run. Commitment is an essential part of marketing, because unless both the buyer and the seller don’t compromise and have a good understanding among themselves, there cannot be buying and selling of products. Once there is good understanding and commitment among the buyer and the seller, there is no stopping in the increment in the market as everything goes on smoothly and at a rapid speed. In other words commitment is an essential ingredient for successful long-term relationships. No trust no commitment is equal to no success in today’s business. “Relational exchanges can facilitate heightened customer satisfaction, lower costs through transaction reutilization, and raise barriers to competitive market entry.” Gundlach , G.T. and Murphy, P.E. (1993).For example a company named Tokyo plans to cut the number of law farms it retains. This is an attempt to obtain higher quality legal services at low cost, the company plans to establish some friendly relations with few legal service providers in order to take out their work. For many business exchanges, emphasis on relational exchange has brought about greater communication, coordination, and planning between partners. Gundlach , G.T. and Murphy, P.E. (1993). This suggests the important of exchange relationship development which are employed by bankers and lawyers in order to continue with their marketing strategies. These relationships play a very vital role in the development and its foundations. “Social identity theory focuses on explaining the dynamics of intergroup relations and has been applied to better understand the strategies of members of low status groups use to increase their status both individually and collectively”. Witkowski , T. (2005) The people do not realize how much money they spend on branded clothes and they continue spending on parties and all to just raise up their standard and status . people ar now relying on brand’s prestige to communicate information about themselves, and/or make inferences about others”. Witkowski , T. (2005).The customers purchase branded products by keeping in mind that it should be a high brand and not because of the quality of the product. They purchase the product to raise their status and image in front of the public. But some cannot afford it but they mislead the people around to get famous and show some class that they are not below anyone no matter who they are meeting, and to move in a big social group to continue with their social life as well. “Fair trade is a philosophy that supports the marketing and sale of products at greater than free trade prices”. Witkowski, T.(2005). They give the consumers the option of paying higher prices for imported goods so that the developing world producers can have a good standard of living. They can fulfill their day to day needs which their family requires to survive and as it has the expenses are increasing according to the coming time. As this is the only source of income for them and by earning some extra money will automatically benefit them and their families as they deserve it, because they work hard for that money. “The greater the level of CRM technology adaption within a firm the greater the overall relationship strength with customers provide further support for prevailing view that trust and communication are necessary for strong relationships between suppliers and customers” .Coviello , N.E. and Brodie , R.J. (1998). This is where cooperation between Marketers and the seller/manufacturer have to build Customer relationship management(CRM). Customer relationship management (CRM) helps in maintaining the trust between both buyers and the sellers, they help in their long term contract. CRM provides customers what they want according to their needs and is beneficial to both the customers and the sellers. It keeps the bond between them so that they continue their market in the future ahead. “Exchange relationships should be regarded as a new marketing paradigm, suggesting that paradigmatic shift had taken place in marketing from traditional marketing towards relationship marketing”. Smith, W. and Higgins, M.(2000) .This shows how important it has become to maintain good relationships between the buyer and the seller and the philosophy of the people trading in the market has widely changed as they have become modern as the time progresses. Like a successful entrepreneur, a good marketer who thinks a long way, has to have mutually beneficial exchange relationships with all their customers. Only little efforts would be required to make their customers feel comfortable to come back to them for their further needs/requirements As for today’s scenario, we find very few marketers who are able to sustain in the market for long, since they are not able to survive on meager margins or incentives and are not held responsible on non performing of their service to the consumers at many times. Sometimes consumers feel cheated at the hands of a marketer, who even dealing with a reputed seller/manufacturer does not reciprocate to the feedback of the consumer. To safe guard the consumers interest there is need for some strong steps to be initiated by the government and bring appropriate laws to safeguard a consumer of its privacy and from fraudulent marketers. Therefore, some principles have to be laid out for this kind of media of marketing by government and sellers, since it is a growing industry today and make all collectively responsible to safe guard consumer.“Relationship consists of two important aspects Commitment and trust which are associated with perceptions of future rewards, relationship identification, limited desire to seek out alternatives, the amount of effort expended in a relationship, the investment made in the relationship and the individuals assumed responsibility”. Smith, W. and Higgins , M . (2000). Commitment keeps both the buyers and the sellers in link and if there is proper commitment in their duties then no one can stop the sellers in accomplishing of goals and increasing his production and in the buyers case is that he/she gets what they exactly want. Trust bind them together in a long term contact and helps in future reward of what exactly the buyers and the seller desire to get respectively. Now days Marketers are adapting to new ways to reach consumer and build up relations with them, could be through electronic media or telecommunication or personal interactions. Marketers now through the internet world build marketing relationships with consumers. And now here lies the Success of the marketer, and is factor which marks his life in the market. Marketers have to choose their own life, in a very simple formula, longer he satisfies his customers, more he sustains his relationship with his customers longer he survives in the market. Here a marketer has to understand that they are not only giving commitments regarding good quality of the product but simultaneously they themselves are getting involved in that commitment. And at this juncture you can say that, Like some people are selfish about themselves, similarly if a Marketer thinks only for about his small or one time profits, would never put efforts to retain his relations with the consumers, BUT Like a successful entrepreneur, a good marketer who thinks a long way, has to have mutually beneficial exchange relationships with all their customers. Only little efforts would be required to make their customers feel comfortable to come back to them for their further needs/requirements. Marketers find ways to interact with consumers and seduce them to buy products. Therefore the consumers are not benefiting as much as the marketer is. REFRENCES O’Malley, L. and Prothero, A. (2004) ‘Beyond the Frills of Relationship Marketing’, Journal of Business Research 57(11): 1286-1294. Lacey, R. and Sneath, J.Z. (2006) ‘Customer Loyalty Programs: Are They Fair to Consumers'’,Journal of Consumer Marketing 23(7): 458-464. Deighton, J. and Grayson, K. (1995) ‘Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus’, Journal of Consumer Research 21(4): 660-676. Tadajewski, M. (2009) ‘the Foundations of Relationship Marketing: Reciprocity and Trade Relations’, Marketing Theory 9(1): 11-40. Gundlach, G.T. and Murphy, P.E. (1993) ‘Ethical and Legal Foundations of Relational Marketing Exchanges’, Journal of Marketing 57: 35-46. Coviello, N.E. and Brodie, R.J. (1998) ‘From Transaction to Relationship Marketing: An Investigation of Managerial Propositions and Practices’, Journal of Strategic Marketing 6: 171-186. Smith, W. and Higgins, M. (2000) ‘Reconsidering the Relationship Analogy’, Journal of Marketing Management 16: 81-94.