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BTEC level 3 Unit 11 M1
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BTEC level 3 Unit 11 M1
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By: Tanay • 7 year ago
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In this M1 I’m going to analyse the ways relationship marketing activities are used to support thestrategic aims and objectives of the KLM. I will present this in a table.
Aims & objectives of KLM1 The link between relationship marketing to achieve
aims & objectives
Reinforce programs supporting customer The lifetime value of the customer becomes higher
dialogue within 2014. because of the good service KLM offers. The bad
customer reviews will also be at a minimum because
of the dialogue they offer. They can check that by
sending emails where people can fill in a questioner
about the customer service, when this is filled in
KLM gets a sort of feed-back
Further involve customers in CSR2 initiatives More people will get higher in the ladder of
within 2014. customer loyalty because people that care a lot
about the environment will fly more because KLM
does something to decline their waste of the
environment. When informing customers you can
talk to them while talking you also can ask them
questions about what they think about what KLM
does about the environment.
Continue integrating CSR principles into When KLM does something about their
products and services within 2014. waste of the environment and they get
positive media attention the brand
awareness will rise because a lot of people
read the newspaper and see that KLM cares
about the environment.
The people ladder of customer loyalty will
also rise because the KLM has more
environmental friendly planes
These subjects can be checked by placing what
KLM is doing for the environment on Facebook
when doing that people will most often respond
to that and that respond often tells about the
opinions of people.
Strengthen the sustainable procurement When the KLM buys more products that are
strategy within 2014. produced in an environmental friendly way more
customers will buy those products instead of buying
these products from the competition, when doing
this you eliminate competition.
When people buy the products from KLM you can
ask them to review the products on sites like
kieskeurig.nl
1 http://www.airfranceklm.com/sites/default/files/publications/afklm_radd_2014_uk_dp.pdf P.43
2 This means that the KLM takes responsibility for what they do the environment.
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