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Building relationships with multiple stakeholders (Referral market (non…
Building relationships with multiple stakeholders
Referral market
customer referral
advocacy referral
customer base development
non-customer referral
General referrals
reciprocal referrals
incentive-based referrals
staff referrals
Supplier & alliance market
Alliance - horizontal
Suppliers - vertical
Financial and investors market
Environmental influence market
I.e. Body Shop / Loreal
Competitor Influence market
Government, political and regulatory influence
Recruitment market domain
Internal market domain
Segmentation of the internal markets based on the job role
Modifiers
Are not involved in marketing, by have a regular contacts with customers
Influencers
Involved in 4P but have a little or no contact with custners
Contractors
Frequent or regular customer contact
Isolateds
Various supporting functions
Assessing performance in 6 markets
Identify the emphasis on the markets