Business To Business Marketing Chp 4

7/29/2019 Business To Business Marketing Chp 4

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Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.Developed by Cool Pictures and MultiMedia Presentations

Relationship MarketingCenters 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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Schematic Overview of Key

Constructs Relevant to the

Practice of Buyer-Seller

Relationships

Relationship Connectors:

reflect the behaviorsand expectations of

the parties.


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Relationship-Specific AdaptationsInvolve:

Investments in processes.

Investments in products.

Investments in procedures.


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Market & Situational Factors(Slide 2 of 2)

2. Availability of Alternativesthe 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.

Business To Business Marketing Chp 4

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