Developing Topic 9. Developing business relationships

relationship spectrum
1. TRANSACTION BASED
  1. short term
  2. sale and Price focus
  3. low interest in other
  4. Low trust
  5. Low commitment
  6. Single transaction
2. RELATIONSHIP BASED
  1. Low term
  2. Mutual win focus
  3. High interest in other
  4. High trust
  5. High commitment
  6. Multiple transaction over time
RELATIONSHIP BUILDING
1. Awareness
  1. Buyers
  2. sellers identify
  3. qualify potential providers
  4. prospect for relationship
2. Exploration
  1. buyers
    1. sellers
  2. sellers
    1. explore the costs and benefit of partnering with each other
    2. the fit between their needs and capabilities
3. Expansion
  1. relationship
    1. buyer
    2. seller
      1. buyer
      2. deeper
  2. Exchanges between the parties become more frequent
4. commitment
  1. buyer
    1. sharing
      1. information
      2. goal
      3. interest
    2. committed to achieve mutually beneficial gains
  2. seller
5. Dissolution
  1. may happen
  2. may not happen
  3. the relationship is terminated because of
    1. performance problems
    2. change in circumstances
    3. change in circumstances
buyer
1. seller
seller
1. relationship
  1. vary from
    1. single time transactions
    2. relationships that lasts for years and involve multiple sales
  2. actuality
    1. opposite ends of a relationship continuum
  3. Transactional marketing
    1. single activity market exchanges
      1. short term focus
      2. little interaction between buyer and seller
  4. marketing
    1. creating
      1. ties to customers based on a long-term commitment to customer needs
      2. long term
        commitment
        customer needs
        customer
        increaing their lifetime value
        sum of their purchases over time
    2. bulding

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Developing Topic 9. Developing business relationships

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	Criado por jose ramon septien mais de 8 anos atrás