New Marketing
In the last decade the expression has become popular
"relational marketing" or "direct marketing", to describe this "new
marketing". When in traditional marketing we defined marketing like
the art "to create clients", since Drucker five decades ago, the
emphasis did already, today, this in the creation, mantención and
development of profitable clients. The economic foundation of this new
emphasis this in the fact that diverse studies have demonstrated that
the cost of gaining a new client is but high (up to five times but
expensive) who the cost of maintaining an old client. Before, the
greater skill of the salesmen was in "hunting" new clients and little
attention was dedicated to take care of the old clients. Today, the
paradigm is to find those new clients but in addition, to maintain
them and to develop them. To lose clients is an inadmissible cost,
thinks what it cost to obtain them to him. The three passages of
Relational Marketing. Like between the people, the relation between
the company and the clients it is constructed in the time. It is the
company the one that it has to determine that type of nexus wants to
establish, not to leave the consumer does it spontaneously. Therefore,
relational marketing is a process by which an interaction nexus is
created, the one that becomes in the time, and that occurs in three
steps, in which is: 1) to locate to the potential clients 2) to make
the first sale to the potential clients retain and develop to the
clients, if it is possible for always. The location of potential
clients. In traditional marketing the responsibility to find clients
was given to the salesmen. But, when a salesman must leave to look for
clients, it is letting do what it really had to be doing, who are to
sell. For that reason, the ideal is that the salesmen leave from a
list of potential clients who the company generates by other methods.
Certainly the first step is a good strategy of segmentation, that it
determines who are the potential clients.
