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Developing Topic 9. Developing business relationships
Descripción
DESCRIPTION OF: Relationship between buyers and sellers. ◦Transaction based. ◦Relationship based. ◦Relationship building (include the 5 concepts).
Sin etiquetas
professor’s lecture
a01207280_rr4
conceptual map
Mapa Mental por
jose ramon septien
, actualizado hace más de 1 año
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Creado por
jose ramon septien
hace casi 9 años
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Resumen del Recurso
Developing Topic 9. Developing business relationships
relationship spectrum
TRANSACTION BASED
short term
sale and Price focus
low interest in other
Low trust
Low commitment
Single transaction
RELATIONSHIP BASED
Low term
Mutual win focus
High interest in other
High trust
High commitment
Multiple transaction over time
RELATIONSHIP BUILDING
Awareness
Buyers
sellers identify
qualify potential providers
prospect for relationship
Exploration
buyers
sellers
sellers
explore the costs and benefit of partnering with each other
the fit between their needs and capabilities
Expansion
relationship
buyer
seller
buyer
deeper
Exchanges between the parties become more frequent
commitment
buyer
sharing
information
goal
interest
committed to achieve mutually beneficial gains
seller
Dissolution
may happen
may not happen
the relationship is terminated because of
performance problems
change in circumstances
change in circumstances
buyer
seller
seller
relationship
vary from
single time transactions
relationships that lasts for years and involve multiple sales
actuality
opposite ends of a relationship continuum
Transactional marketing
single activity market exchanges
short term focus
little interaction between buyer and seller
marketing
creating
ties to customers based on a long-term commitment to customer needs
long term
commitment
customer needs
customer
increaing their lifetime value
sum of their purchases over time
bulding
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