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Relationship Marketing
Centers On:
• Establishing,
• Developing and
• Maintaining
Successful exchanges with customers.
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Stages of Relationship Marketing
1. Selecting customer accounts.
2. Developing account specific offerings.
3. Implementing relationships strategies.
4. Evaluating relationship strategy outcomes.
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Collaborative Exchange Involves
• Features close information, social,
and operational linkages as well as
mutual commitments.
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Transactional Exchange
• Centers on timely exchange of basic products
for highly competitive market prices.
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Types of Relationships
• The buyer seller relationships are positioned on a
continuum with transactional exchange and collaborative
exchange serving as the end points.
The Relationship Spectrum
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Schematic Overview of Key
Constructs Relevant to the
Practice of Buyer-Seller
Relationships
• Relationship Connectors:
– reflect the behaviors
and expectations of
the parties.
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Relationship-Specific Adaptations
Involve:
Investments in processes.
Investments in products.
Investments in procedures.
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Market & Situational Factors
(Slide 1 of 2)
1. Supply Market Dynamism…considers the
variability in a firms supply market.
– Typical Variations
• changing technology
• frequent price changes
• product shortages
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Market & Situational Factors
(Slide 2 of 2)
2. Availability of Alternatives…the degree to
which alternative sources are available.
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Buyers and sellers craft different types of relationships in response to:
a) market conditions and
b) characteristics of the purchase situation.
The Spectrum of Buyer-Seller Relationships
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Strategy Guidelines
1. Determine which type of relationship matches the
purchasing situation and supply markets conditions for a
particular customer.
2. Develop a strategy that is appropriate for each strategy
type.
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Strategy Guidelines & Customer
• Collaborative Customers.
• Transactional Customers.
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Earning Customer Loyalty:
How To
• Provide superior value ensuring high
satisfaction.
• Nurturing trust and mutual commitments.
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Retaining Customers Through:
• Evaluating relationships.
• Demonstrating commitment.
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