Chapter 1 - Relationship Marketing

Involves creating, maintaining and enhancing strong relationships with

customers and other stakeholders. Increasingly, marketing is moving away from a focus on individual transactions and towards a focus on building value-laden

relationships and marketing networks.

• Word of mouth marketing

• Relationship marketing

• Customer relationship

Trust and loyalty go hand in hand, and it is super beneficial for all business. It

will help prevent customers from turning to competitors.

• Customer relationship

• Prevents negative transition

• Reactive

The company’s employees must be ready to deliver beyond the company’s boundaries on customer demand

• Identification with the company

• Word-of-mouth marketing

• Product Market Expansion

The company can segregate its customers into groups based on their characteristics like purchasing power, frequency and volume of sale transactions.

• Delivery and meeting expectations

• Understanding customer characteristics

• Identification with the company

All are definition of Relationship Marketing (choose the two related statement)

• Establishing long term relationship

• One time transaction would be enough

• Pampering customers to help you support your business

All are definition of marketing : (choose the two related statement)

• giving information

• purely selling

• giving value to the customer

The objective of marketing is to have loyal customers who patronize the company’s products and/or services because of their consistency, predictability, and reliability.

• True

• False

Customer satisfaction is not the primary purpose of marketing.

• True

• False

Customers should be treated as secondary and not partners in the buying and selling transaction.

• True

• False

Using various social media platforms could help in connecting and building long-lasting relationships with customer.

• True

• False