Professional Documents
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CH 04
CH 04
• Establishing,
• Developing and
• Maintaining
Successful exchanges with customers.
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Stages of Relationship Marketing
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Collaborative Exchange Involves
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Transactional Exchange
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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.
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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)
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Market & Situational Factors
(Slide 2 of 2)
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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.
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Strategy Guidelines
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Strategy Guidelines & Customer
• Collaborative Customers.
• Transactional Customers.
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Earning Customer Loyalty:
How To
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Retaining Customers Through:
• Evaluating relationships.
• Demonstrating commitment.
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