Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Relationship Marketing Centers On: Establishing, Developing and Maintaining Successful exchanges with customers.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Stages of Relationship Marketing 1. Selecting customer accounts. 2. Developing account specific offerings. 3. Implementing relationships strategies. 4. Evaluating relationship strategy outcomes.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Collaborative Exchange Involves Features close information, social, and operational linkages as well as mutual commitments.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Transactional Exchange Centers on timely exchange of basic products for highly competitive market prices.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations 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
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Schematic Overview of Key Constructs Relevant to the Practice of Buyer-Seller Relationships Relationship Connectors: –reflect the behaviors and expectations of the parties.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Relationship-Specific Adaptations Involve: Investments in processes. Investments in products. Investments in procedures.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations 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
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Market & Situational Factors (Slide 2 of 2) 2. Availability of Alternatives…the degree to which alternative sources are available.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations 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
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations 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.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Strategy Guidelines & Customer Collaborative Customers. Transactional Customers.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Earning Customer Loyalty: How To Provide superior value ensuring high satisfaction. Nurturing trust and mutual commitments.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Retaining Customers Through: Evaluating relationships. Demonstrating commitment.