Теми тижня
Relationship marketing of Motor Transport Enterprise with partners (5Е)
CHAPTER 1. MANAGEMENT OF THE RELATIONSHIPS MARKETING SYSTEM OF MTE
Topic 1. THE ESSENCE AND BASIC MODELS OF RELATIONSHIPS MARKETING OF MTE
Historical preconditions for the emergence of the concept of relationship marketing as a way of effective management. Theoretical foundations of relationship marketing and practical application in the functioning of enterprises in market conditions. The essence of relationship marketing, the evolution of its definition. Main goals and principles of relationship marketing. Differences between relationship marketing and traditional marketing. Basic models of relationship marketing in the marketing of automotive services. The triangular model of marketing for automotive services and its components. Main elements of the enterprise marketing complex.
Topic 2: Marketing Management System in the Relations of MTE
Marketing management as a philosophy of management. The essence of marketing management as a function of the production and economic activity of the enterprise. The essence of marketing management in the interaction of the Motor Transport Enterprise (MTE). The main subsystems in the system of marketing management in the interaction of the MTE. Object and subject of marketing management in relationships. The system of relations of the MTE with the consumer. The internal environment of the enterprise. External macro- and microenvironment of the enterprise. The main functions of management in terms of marketing blocks. Process approach to marketing activities at the enterprise. Composition and structure of marketing processes in relationships.
Topic 3. MAIN SUBJECTS OF INTERACTION OF MOTOR TRANSPORT ENTERPRISES
Types of subjects of interaction of Motor Transport Enterprises. Essence of the concept of a partner. Subjects of direct environment of the enterprise. Main types of contact audiences of the enterprise. Main groups of intermediaries of cargo and passenger Motor Transport Enterprises. Main features of consumer market segmentation of transportation services. Classification of consumers of motor transport services. Evolution of the enterprise consumer. Main subjects of the internal environment of the enterprise.
Topic 4. EVALUATION AND SELECTION OF KEY PARTNERS OF ENTERPRISE
Concept of partner value for the enterprise. System of indicators of partner value of the enterprise. Process and criteria for selecting key partners for Motor Transport Enterprises (MTEs). Methodology of partner evaluation and its main stages. Foreign and domestic experience in assessing partner value for the enterprise. Mathematical-statistical and matrix methods of evaluation and selection of key consumers of the enterprise. Directions for assessing the value of MTE consumers. Partner value matrix for MTEs.
Проміжний контроль (Контрольна робота 1)
CHAPTER 2. FORMULATION OF RTE'S INTERACTION STRATEGY WITH PARTNERS
Topic 5. TYPES AND FORMS OF ENTERPRISE PARTNERS' LOYALTY
Concept of loyalty. The necessity of determining enterprise partners' loyalty. Types and forms of consumer loyalty. Consumer loyalty matrix. Main actions for forming consumer loyalty according to the defined type of loyalty. Customer loyalty indicators. Enterprise-customer relationship system. Customer loyalty formation system. Specifics of determining loyalty of immediate surroundings of the RTE (Road Transport Enterprise). Features of loyalty of internal customers - enterprise personnel.
Topic 6. EVALUATION AND DEVELOPMENT OF LOYALTY AMONG RTE'S KEY PARTNERS
Main Directions and Approaches to Loyalty Evaluation. Foreign and Domestic Experience in Assessing Consumer Loyalty. Factors Influencing Customer Loyalty. Key Groups and Indicators for Evaluating Perceived Partner Loyalty. Indicators for Assessing the Level of Behavioral Partner Loyalty. Specifics of Using Fuzzy Set Theory for Measuring Human Perception. Stages of Partner Loyalty Assessment. Concepts and Types of Consumer Loyalty Programs. Pricing and Non-Pricing Loyalty Programs. Specifics of Automotive Transport in Formulating Consumer Loyalty Programs.
Topic 7. DETERMINATION OF THE LEVEL OF RELATIONSHIPS BETWEEN RTE AND KEY PARTNERS
Foreign and domestic experience in determining the level of relationships between the enterprise and its key partners. Main relationship management models. Directions for assessing the level of relationships between RTE and its partners. Principles of constructing a matrix for assessing the level of relationships between RTE and customers. Grouping partners based on the type of interaction and the level of relationships with RTE.
Topic 8. STRATEGIES OF ENTERPRISE RELATIONSHIPS WITH KEY PARTNERS
Primary Types of Marketing Strategies. Customer Relationship Management (CRM) System and its Specifics. General Strategies for Interaction among Entities in Conflict Situations. Concept of Partner Relationship Strategy. Key Stages in Developing Partner Relationship Strategy for RTE. Typical Partner Relationship Strategies for RTE. Possible Actions to Enhance Interaction with Partners. Mechanism for Improving Interaction Processes.
Проміжний контроль (Контрольна робота 2)
Підсумковий контроль