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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 Dynamismconsiders 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 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.

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