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

Relationship Marketing for Higher Education What is Relationship Marketing? As the name implies, relationship marketing means developing long-term bonds with users by making them feel good about how an institution of higher education relates to them. One way for higher educational institutions to do this is to treat users with special services, offerings and communications that are designed to build loyalty. The Ripple Effect A good way to begin relationship is to build concentrated core groups of key target audiences and focus attention on that group, as members of that group help carry the school’s messages to their friends, associates and colleagues. Loyalty Building Higher education is beginning to discover that it is very difficult and traumatic for a person to dismiss a relationship when they believe that relationship is responsive to their personal needs and wants. It’s worth the extra effort to build and maintain these relationships. Personal Satisfaction Building Segmentation is a practical marketing principle but it needs to be done as part of a grander plan; not only as individual spurts of activity, often unrelated and with little continuity and cohesiveness. Touchy-feely-Feeling of Being a Family Member Mass marketing ideas in higher education, broadcasting messages in great proliferation, has moved higher education far away from the kind of personal relationships needed to succeed. Trust should be nurtured in higher educational institutions. Mass Marketing with Blurred Distinctions As mass marketing ideas have come to be utilized by higher education for services of all kinds, schools becomes de-humanized, impersonal, remote, and inaccessible. Higher education, like supermarkets, has broadened its offerings and as a result schools have blurred their distinctions while coming closer to resembling each other in many ways. How Do You Do It? Think differently is the best way to begin. Don’t get caught up in the mechanics of higher education. Be