The influence of marketing relationship implementation on a building Dissertation

The influence of marketing relationship implementation on a building long-term relationship with the customers - Dissertation Example Marketing relationship is a form of marketing derived from express response marketing campaigns and is found to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organization’s growth. Research has shown that profit-making organizations are in a constant competition with one another for new customers while still aiming to keep their current clientele. They are additionally reported to be competing with one another for market leadership with a constant aim of increasing earnings through customer satisfaction. For the foregoing reasons, organizations alike need to build long-term customer relationships for their sustenance. This calls for a need to develop an effective implementation strategy for establishing enduring relationships. This can be achieved through maintaining a functional customer relationship management (CRM), which aims at building strong long-term relationships between the supplier and customer (Gordon, 1999). This research paper therefore attempts to study any influence that marketing relationship has in building a long-term customer relationship. The first chapter of this paper introduces the research problem while the second chapter presents a review of the related literature followed by the methodology chapter. While chapter four presents the results of the study, chapter five subsequently discusses these results. Finally, chapter six highlights the conclusions and recommendations to the research findings. Table of Contents Page Running Head 1 Abstract 2 Table of contents 3 CHAPTER 1: Introduction 5 1.1. Overview 5 1.2. Background Information 5 1.3. Significance of the Study 6 1.4. Problem Statement and Research questions 6 1.5. Objectives of the study 7 1.6. Research design 7 1.7. Chapter Summary 8 CHAPTER 2: Literature review 9 2.1. Introduction 9 2.2. Historical Overview and Current Findings 9 2.3. Developing a long-term customer Relationship 12 2.4. Marketing Relationship Implemen tation 14 2.5. Importance of Building Relationship with Customer 15 2.6. Chapter Summary 16 CHAPTER 3: Research methodologies 18 3.1. Introduction 18 3.2. Area of study 18 3.3. Research design 19 3.4. Target population 19 3.5. Sampling technique 20 3.6. Data collection 20 3.7. Data analysis 20 3.8. Reliability of the research 21 3.9. Ethical considerations 21 4.0. Chapter Summary 21 CHAPTER 4: Results 22 4.1. Introduction 22 4.2. Characteristics of Participants 22 4. 3. Analysis of the four themes 23 4.3.1. Theme one 23 4.3.2. Theme two 24 4.3.3. Theme three 24 4.3.4. Theme four 25 4.4. Chapter Summary 26 CHAPTER 5: Discussions 28 5.1. Introduction 28 5.2. Discussion of the results 28 5.3. Practical implications of this study 30 5.4. Chapter Summary 32 CHAPTER 6: Conclusions and Recommendations 33 6.1. Introduction 33 6.2. Implications for Policy 33 6.3. Limitations of the Study 34 6.4. Recommendations for future research 34 6.5. Concluding remarks 35 6.6. Chapter summary 36 REFEREN CES 37 APPENDICES 38 CHAPTER ONE INTRODUCTION 1.1. Overview Marketing relationship is a form of marketing derived from express response marketing campaigns and is found to concentrate on retaining and fulfilling customers as opposed to focusing on sales transactions for an organization’s growth. In practice, marketing relationship is different from other forms of marketing because it recognizes long-term effects and/or importance of customer relationship (Buchanan & Gilles, 1990). Additionally, Gale & Chapman (1994) argue that marketing relationship goes beyond customer-supplier communication and encompasses invasive sales promotional messages to establishing long-lasting benefits for the entrepreneur and the customer. In the present age of globalization and information superhighway, marketing relationship is experiencing rapid evolution as witnessed by Kotler et al (1999). It is shown to be utilizing technology in opening more and more collaborative and social communication channels that create a more collaborative atmosphere. The current trend leans towards the use Information and Communications

Income Statement Case Study Example | Topics and Well Written Essays - 750 words

Income Statement - Case Study Example Revenue recognition is a significant issue because it is among the principles outlined under the GAAP that are to be followed when recording financial statements. In the field of accounting, the preparation of financial statements is guided by a number of principles. One of the main principles of accounting is the Generally Accepted Accounting Principles (GAAP). GAAP outlines a series of principles including the principle of revenue recognition. It outlines that entities should record and recognize revenue when a product has been delivered or there is the completion of a service. This includes the entity not having any regard to the timing of cash flow from the operations of the organization. For instance, if a business makes an order of one hundred compact discs from their supplier during the month of January, receives them in February and make payments in March. The wholesaler should record revenue in the month of February when he made the delivery rather than in January when a bus iness deal was established or in March when payment for delivery was received (Porter and Norton, 2009). The matching principle requires that business entities match their expenses with related revenues during the same financial period. The principle is majorly applicable in the determination of income for a specific time period. This is because the measurement of income involves the matching of revenues earned and the expenses incurred in the process of earning revenues (Norton, Diamond and Pagach, 2006). The first step in recording income for a business involves the determination of revenue which is later on followed by the deduction of the expenses incurred in earning that revenue figure. This eventually results in the determination of the net income figure. The idea behind the concept of the matching principle is that there is a cause and effect relationship between revenues and expenses. For instance, sales are as a result of the cost of goods sold expense and sales commissions . Part II Apple Inc is a US based company that specializes in the design and marketing of consumer electronics, software and personal computers. The company is one of the best performing companies in the global business market. Philips on the other hand is a Dutch company that specializes in the manufacturing of electronics. The company has emerged to be one of the strongest electronic brands in the global market. I have two financial periods for the companies including 2010 and 2009. The financial statements for Apple Inc and Philips are located under the following links: Apple Inc. http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol=AAPL http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?lstStatement=Balance&stmtView=Qtr&symbol=US%3aAAPL http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?lstStatement=CashFlow&stmtView=Ann&symbol=US%3aAAPL Philips http://www.philips.com/shared/assets/Downloadablefile/Investor/Annual_Report_Full_Eng lish_2009.pdf http://www.philips.com/shared/assets/Investor_relations/pdf/Annual_Report_English_2010.pdf Apple Inc and Philips follow the Generally Accepted Accounting Principles convention (GAAP) under their respective countries. Apple Inc prepares its financial statements on a basis that is consistent with the US GAAP whereas Philips prepares its fina