Your assignment is to prepare and submit a paper on marketing: customer relationship management.

Your assignment is to prepare and submit a paper on marketing: customer relationship management. Marketing relationship management) relationship management is a management model that facilitates an organization’s interaction with its customers through a developed system of technologies. Its main objective is to attract customers to an organization and to retain existing ones. This paper seeks to explore five approaches that my organization, Rock Foundations, a real estate agency that builds and buys residential houses to resell, will use to serve customers. The organization targets middle-income earners.


Rock Foundations seeks to develop an efficient customer care personnel that is informed of trends in the housing industry such as prices, designs, locations, and the involved legal environment. This aims at readily availing services for customers’ and potential customers’ utility (Brink and Berndt, 2009).


My organization intends to use price as its brand marketing strategy. Since our products are primarily of high quality to warrant high prices, Rock foundations’ property prices will be significantly higher than those offered by other agencies will. This aims at establishing brand imaging based on prices. The organization however has a variety of property to fit a diversified customer base (Brink and Berndt, 2009).


Product quality is the basis of our marketing strategy. A policy has consequently been enacted for a team of experts to research on quality aspects of the organization’s property for approval, and to avail quality information to interested parties for customers’ confidence (Brink and Berndt, 2009).


The organization groups its target market into segments with common characteristics and needs. Action responses to the needs are then tailored to suit the customers’ features and expectations, an element that aims at maximizing customers’ utility (Brink and Berndt, 2009).


Rock foundations aims at appreciating its customers through gifts, after sales services and post contractual communications with the aim of developing long-term relationships for future demands, and of using the customers as marketing agents (Brink and Berndt, 2009).

Efficient application of these approaches will positively contribute to the organization’s competitive advantage.


Brink, A. and Berndt, A. (2009). Relationship marketing & customer relationship management. Lansdowne, South Africa: Juta and Company Ltd.

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