How then can we begin to incorporate relationship marketing into the organization? We must first understand exactly how it relates to organization. In order to help visualize relationship marketing in organization, Payne et al. have created a structure for understanding the concept of relationship marketing among 6 different markets.
I. Customer Markets
Customers are at the heart of all marketing. But it is not only attracting new customers that are important. Retaining existing customers is equally important. Creating loyalty in existing customers is the ultimate goal. A loyal customer base is the best defense against budget cuts and the best offense for expanding services.
II. Internal Markets
Internal markets are the employees and departments within the organizational. There are both internal customers and internal suppliers within the organization. A good working relationship among all departments and employees is essential for the smooth operation of the organization.
III. Supplier & Alliance Markets
Supplier and alliance markets refer to relationships with sources of organizations raw materials and basic equipment or systems.
IV. Referral Markets
Referral markets are the groups that do marketing on behalf of the organization, those who act as intermediate marketers for it. "Word of mouth" by satisfied customers is generally accepted as the best kind of advertising. Planning to make it happen is elusive and long term. Thinking through the chain of referral possibilities, organizing the links and budgeting the campaigns will yield results, but they may be a long time coming in the real world.
V. Recruitment Markets
Recruitment markets, following Payne's model, are just that; recruiting relationships designed to attract and retain the best people to do what needs to be done, to work in the firm or the profession and help it "live long and prosper." "The great secret of the computer revolution is that people now matter more to information systems than ever not less." [Thomas H. Davenport, Information Ecology]
VI. Influence Markets
Influence markets are the people and groups who can benefit the organization, such as boards of directors, friends groups, trustees, state legislatures, and corporate executives.
