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1. Explain the concept of the ‘relationship spectrum’. Under what conditions is a buying
organization likely to adopt a collaborative approach to supplier management, and what
marketing strategies are appropriate in that case?
See chapter 4 of Business-to-Business Marketing
George Day (Journal of Academy of Marketing Science, 2000) introduced the concept of the
relationship spectrum. He argued that creating and maintaining appropriate customer relationships
was at the core of marketing strategy, and proposed the relationship spectrum as a tool for analysing
whether a deep customer relationship, or a more transactional approach to marketing, was suitable.
The relationship spectrum is a simple yet profound tool for developing a preliminary insight into
the key contingencies affecting a B2B marketing strategy. It runs from transactional exchange to
collaborative exchange, with value-adding exchange lying between these two extremes.
Transactional exchange occurs where neither the customer nor the supplier wishes to develop a
lasting business relationship; the customer makes a purchase from the supplier, pays for it, and that
is the end of the matter. At the other end of the relationship spectrum is collaborative exchange,
where the customer and the supplier engage in extensive information sharing develop close social
and process linkages and become committed to each other because they expect to work together for
the long term and generate mutual benefits. Between transactional exchange and collaborative
exchange lies value-adding exchange where, without engaging in deep customer relationship
building, the strategy of the selling firm moves from a simple selling approach (appropriate for
transactional exchange) to a customer retention approach.
The choice of whether to adopt a more, or less, relational marketing strategy can be analysed using
the relationship spectrum. In markets for commodity items (which are very hard to differentiate),
where it is not necessary to establish complex information linkages to conduct business, and where
the buying organization finds the purchase neither complex nor of critical importance to its business
(these can be described as ‘non-mission-critical’ purchases), then it is likely that transactional
exchanges will dominate. Under these circumstances, marketing organizations should concentrate
on having the best deal available to meet the needs of the customer; a strategy of substantial
investment in customer relationship development is risky in these circumstances. However, as we
move along the relationship spectrum from transactional exchange to value- adding exchange and
then collaborative exchange, it becomes appropriate to use more and more relationship-building
approaches within the B2B marketing strategy. In markets for specialized,
high-technology items (which are easy to differentiate), where it is necessary to establish complex
information linkages to conduct business, and where the buying organization considers the purchase
to be both complex and critically important to its business (‘mission critical’ purchases), then
collaborative exchanges will dominate. The marketing strategy for this type of exchange involves
multi-level contacts between the buyer and the supplier, joint planning, and joint problem- solving,
and it is to be expected that trust will be developed between the relationship partners. An example
of this can be seen in the relationship between the telecommunications firm BT and the financial
services firm Standard Life (see the video ‘Standard Life working with BT’ at
https://www.youtube.com/watch?v=WFlyOqy1lZk).
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Head of moderate size, flattened above. Neck long and slender.
Body compact, ovate. Legs long and rather slender; tibia bare in its
lower half, and reticulate; tarsus rather long, stout, roundish, covered
all round with reticulated subhexagonal scales; toes rather long,
moderately stout, covered above with numerous scutella, but at the
base reticulated; first more slender, articulated on the same plane;
second considerably shorter than third, which is in the same
proportion exceeded by the fourth. Claws moderate, arched,
compressed, laterally grooved, rather obtuse.
The head, gular sac, and a small part of the neck, destitute of
feathers. Those on the neck linear or lanceolate, small, with
disunited barbs; a tuft on the lower and fore part of the neck
recurved and silky. The feathers on the other parts are of moderate
length, ovate, rather compact above, blended beneath. Wings long
and very broad; primaries firm, broad, tapering, but rounded, the
second longest, the third next, the first a quarter of an inch shorter;
secondaries broad and broadly rounded. Tail short, even, of twelve
rather broad, abruptly rounded feathers.
Bill yellowish-grey at the base, mottled with brownish-black, in the
rest of its extent pale greenish-blue, light on the margins; base of
margin of lower mandible greenish-yellow. Iris bright carmine. Feet
pale lake; claws brownish-black. Head yellowish-green; space
around the eye and the gular sac orpiment orange; a band of black
from the lower mandible to the occiput. Feathers of the neck white.
Back and wings of a beautiful delicate rose colour; the lower parts of
a deeper tint; the tuft of recurved feathers on the fore neck, a broad
band across the wing along the cubitus, and the upper and lower tail-
coverts, of a rich and pure carmine with silky lustre. The shafts of all
the quills and scapulars are light carmine. On each side of the lower
part of the neck and fore part of the body a patch of pale ochre. Tail
feathers ochre-yellow, but at the base pale roseate, with the shafts
carmine.
Length to end of tail 30 3/4 inches, to end of wings 29 3/4, to end of
claws 36; extent of wings 53; bill 7; breadth of gape 1 3/8, depth of
pouch 2; breadth of bill at the base 1 5/8; at the end 2 1/12; bare part
of tibia 3; tarsus 4; hind toe and claw 1 10/12; second toe and claw
2 8/12; middle toe and claw 3 7/12; outer toe and claw 3 1/12; wing
from flexure 15 1/4; tail 4 3/4. Weight 4 lb. 2 oz.
Anas Ferina, Linn. Syst. Nat. vol. i. p. 31.—Lath. Ind. Ornith. vol. ii. p. 862.
Red-headed Duck, Anas Ferina, Wils. Amer. Ornith. vol. viii. p. 110, pl. 70,
fig. 6.
Fuligula Ferina, Ch. Bonaparte, Synopsis of Birds of United States, p. 392.
Fuligula Ferina, Richards. and Swains. Fauna Bor.-Amer. vol. ii. p. 452.
The Red-headed Duck, or Pochard, Nuttall, Manual, vol. ii. p. 434.
1/2 1/2
toe 2 5/12, its claw 4 /12; fourth toe 2 6/12, its claw 3 /12. Weight
2 1/2 lb.
The tongue is 1 inch and 10 twelfths long, 6 1/2 twelfths broad, its
sides furnished with two series of bristly filaments. The œsophagus
is 11 inches long, with a diameter of nearly 5 twelfths at the top, 8
twelfths at the lower part of the neck. The proventriculus has a
diameter of 9 twelfths; its glandules are cylindrical, and 2 twelfths
long. The stomach is an extremely powerful gizzard, of an elliptical
form, compressed, oblique, its length 2 1/2 inches, its breadth 1 3/4;
its lateral muscles more than half an inch thick; the cuticular coat
rather thin, but very tough, slightly rugous, with two circular thicker
parts opposite the centres of the lateral muscles. The upper part
forms a small sac, from which the duodenum comes off; the pylorus
without valve. The intestine is 5 feet 4 inches long, narrowest in its
upper part where its diameter is 4 twelfths, widest at the middle,
where it is 6 1/2 twelfths, near the cœca 5/12. The rectum is 5 1/2
inches long, its diameter 6 twelfths; the cœca 7 inches long, nearly
cylindrical, 4 twelfths in diameter, a little narrower at the
commencement.
BLACK SKIMMER OR RAZOR-BILLED
SHEARWATER.