Initially, to be able to understand the relationship marketing, the definition of the term is important. The term “Relationship Marketing” is referred to marketing strategies, which focus on the relationship with the customer rather than his individual transactions in the aim to increase profit. Consequently, relationship marketing can capture customer share rather than the quantities of customers within the market share.

On the other hand, while the “Service Marketing” is defined as a service, which is any work of performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.

Yet, the main purposes of relationship marketing are to find, preserve, and assist the customer relationships to be able to meet the aims of parties. It can be realized through a mutual exchange and fulfilling promises as well.

There are many points of views regarding how to understand the relationship marketing. In this meaning, it must go closer to customers to be able to get the utmost identify and fulfilling needs of them.

Relationship marketing may intend to be a “successful strategies for the age of the customer”.

However, it is impossible to focus on one definition of relationship marketing. The reason is each of definition is affected by various research traditions along with different hypothesis, which, in turn, affect their authors and reflect their own perspectives.

To be familiar with the relationship marketing, it must purchase involved with some essential issues. The customer care is very serious here.

* Customer satisfaction

The customer satisfaction is the main target of relationship marketing in every successful company. Customer satisfaction is the corner stone of developing the economy as well. Measurements are taking place in investigating the customer satisfaction in a given society. Research and development assist marketing and measurements in this issue.

* Customer retention

Customer retention is very important. Yet, expectations of the customer may be fulfilled, thus it employ automation and add value for customers. Employees can concentrate on the value adding tendencies. New programs and new tendencies are taking place in this status. Customer retention is a critical factor for the successful competition and attached with quality.

Trust, commitment and Customer loyalty

To build the trust and commitment of the customer, it must focusing on the optimized method to attract him and gain his trust as well.

The knowledge of his requests, fulfilling them on time, providing discounts, and introducing new technological methods applied on the existed products and services are careful the great issues in be aware ofing the relationship marketing.

However, better be aware ofing and easier procedures must be provided. Of course, the result is the consumer loyalty, since adding value to financial services can be useful in allowing the expanding into new markets of the company’s products.

Be aware ofing the relationship marketing is not easy, yet it needs more focusing on new issues and considering the psychological positions of the customer as well.

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Market segmentation is widely defined as being a complex process consisting in two main phases:

- identification of broad, large markets

- segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly.

Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as “all teenagers are rebels”, “all elderly women buy the same cosmetics brands” and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity.

The most widely employed model of market segmentation comprises 7 steps, each of them designed to encourage the marketer to come with a creative approach.

STEP 1: Identify and name the broad market

You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited.

The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you.

STEP 2: Identify and make an inventory of potential customers’ needs

This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session.

What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better.

Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what could possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market.

STEP 3: Formulate narrower markets

McCarthy and Perreault suggest forming sub-markets around what you would call your “typical customer”, then aggregate similar people into this segment, on the condition to be able to satisfy their needs using the same Marketing mix. Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form ? a further step will ask you to name them.

There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on.

STEP 4: Identify the determining dimensions

Carefully review the list resulted form the previous step. You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power.

Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions.

STEP 5: Name possible segment markets

You have identified the determining dimensions of your market segments, now review them one by one and give them an appropriate name.

A good way of naming these markets is to rely on the most important determining dimension.

STEP 6: Evaluate the behavior of market segments

Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar needs, they’re still different needs: understanding the difference and acting upon it is the key to achieve success using competitive offerings.

STEP 7: Estimate the size of each market segment

Each segment identified, named and studied during the previous stages should finally be given an estimate size, even if, for lack of data, it is only a rough estimate.

Estimates of market segments will come in handy later, by offering a support for sales forecasts and help plan the Marketing mix: the more data we can gather at this moment, the easier further planning and strategy will be.

These were the steps to segment a market, briefly presented. If performed correctly and thoroughly, you should now be able to have a glimpse of how to build Marketing mixes for each market segment.

This 7 steps approach to market segmentation is very simple and practical and works for most marketers. However, if you are curious about other methods and want to experiment, you should take a look at computer-aided techniques, such as clustering and positioning.

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