国际营销专业英语课件江春 ISBN9787810787369 PPTUnit Sixteen.ppt

《国际营销专业英语课件江春 ISBN9787810787369 PPTUnit Sixteen.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、UnitSixteenRelationshipMarketingforHigherEducationWhatisRelationshipMarketing?Asthenameimplies,relationshipmarketingmeansdevelopinglong-termbondswithusersbymakingthemfeelgoodabouthowaninstitutionofhighereducationrelatestothem.Onewayforhighereducationalinstitutionstodothis

2、istotreatuserswithspecialservices,offeringsandcommunicationsthataredesignedtobuildloyalty.TheRippleEffectAgoodwaytobeginrelationshipistobuildconcentratedcoregroupsofkeytargetaudiencesandfocusattentiononthatgroup,asmembersofthatgrouphelpcarrytheschool’smessagestotheirfrien

3、ds,associatesandcolleagues.LoyaltyBuildingHighereducationisbeginningtodiscoverthatitisverydifficultandtraumaticforapersontodismissarelationshipwhentheybelievethatrelationshipisresponsivetotheirpersonalneedsandwants.It’sworththeextraefforttobuildandmaintaintheserelationshi

4、ps.PersonalSatisfactionBuildingSegmentationisapracticalmarketingprinciplebutitneedstobedoneaspartofagranderplan;notonlyasindividualspurtsofactivity,oftenunrelatedandwithlittlecontinuityandcohesiveness.Touchy-feely-FeelingofBeingaFamilyMemberMassmarketingideasinhighereduca

5、tion,broadcastingmessagesingreatproliferation,hasmovedhighereducationfarawayfromthekindofpersonalrelationshipsneededtosucceed.Trustshouldbenurturedinhighereducationalinstitutions.MassMarketingwithBlurredDistinctionsAsmassmarketingideashavecometobeutilizedbyhighereducation

6、forservicesofallkinds,schoolsbecomesde-humanized,impersonal,remote,andinaccessible.Highereducation,likesupermarkets,hasbroadeneditsofferingsandasaresultschoolshaveblurredtheirdistinctionswhilecomingclosertoresemblingeachotherinmanyways.HowDoYouDoIt?Thinkdifferentlyisthebe

7、stwaytobegin.Don’tgetcaughtupinthemechanicsofhighereducation.Beopen-minded.NewreferencesActiveListeningTrackChangesSelf-destructionTurningUsersintoEvangelistsIncreasedCompetitionHighereducationisgoingtogetmoreandmorecompetitive.Oneofthewaystowinninginthiscompetitionistota

8、ketheadvantageofthepowerofrelationshipmarketing.