Marketing communication: principles and practice

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Awareness
Exploration
Expansion
Commitment
Dissolution
Time
Strength of
relationship
Figure 12.1
A buyer–seller relationship life cycle
Source
: Based on Dwyer 
et al
., 1987

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We will see in chapter fifteen how the nature of the relationship and any gap
between this and the desired relationship can be addressed by setting
appropriate communication objectives. Later in this chapter, we will examine
marketing communication approaches to establishing commitment as loyalty.
Several levels of commitment can be identified. A prospect has yet to
establish a relationship, whereas a strong advocate is fully committed not only
to product purchase for themselves but also to recommending to associates,
friends, and family – see Figure 12.2. 
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BOX 12.2
CARING FOR CUSTOMERS – GUARANTEED!
In 1993, SONY UK launched a customer care-line and a product insurance policy as part
of its move into relationship marketing (Toor, 1993). Customers register at the point
of sale for access to the information telephone service and are offered an extended-
service warranty. SONY’s quality development manager, Paul Campbell, identified
customer desire for a relationship with the manufacturer that extends beyond the initial
purchase: ‘It’s important that we have the opportunity to communicate directly with our
customers’, he commented. This becomes more difficult, and the market for consumer
electronics products becomes more fragmented and broadcast advertising then
becomes less cost-effective. Broadcast advertising will focus on brand exposure, while
direct mail is used to generate sales leads. For example, owners of 7-year-old TV sets
were mailed with brochures on new technology sets.
Ironically, in the early 1980s, SONY was one of many consumer electronics
manufacturers who dropped the guarantee card because they were overwhelmed with
thousands of cards that they could not find resource to deal with. Today, electronic
registration at point of sale and on the Internet has solved that headache! The customer
care programme has become a major element of the marketing communication system.
Advocate
Supporter
Client
Customer
Prospect