Single competitive markets in retail financial services

Article Abstract:

The single competitive market (SCM) is recognised as the best means of analysing competitive strategy. Companies which have little competition or offer straightforward services are less likely to use SCM to try to gain advantage over their competitors. Companies offering a range of retail financial services, or companies which are unsure of their position, use SCM to get a better understanding of the factors which may give them a lead over their competitors.

Administration of Economic Programs, Other Financial Vehicles, Marketing & Consumer Services, Financial Services NEC, Financial services

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Relationship marketing in organizational markets: when is it appropriate?

Article Abstract:

Relationship marketing has many definitions, and is seen by some as referring to all marketing activities aimed at establishing, developing and maintaining a successful relational exchange. Some believe that relationship marketing can only be achieved through mutual interests between both parties, and its appropriateness can only be discussed by understanding a customer's viewpoint.

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Relationship marketing in consumer markets

Article Abstract:

Relationship marketing may have some relevance for consumer marketing, although it is usually applied to industrial and services marketing. Marketing relationships can be easier to form in certain types of consumer market, and suppliers can take action to offer incentives, to raise the natural relationship potential of a certain product market.

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