Increasingly, a Key Goal of Marketing Is to Develop Deep

question 46

Essay

Increasingly, a key goal of marketing is to develop deep, enduring relationships with all people or organizations that could directly or indirectly affect the success of the firm's marketing activities. Relationship marketing has the aim of building mutually satisfying long-term relations with key parties in order to earn and retain their business.
Discuss the merits of relationship marketing. Describe in detail a company who is in business today that models relationship marketing.

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Definitions:

Internal Factor

Influences originating within an individual, such as personal beliefs, values, and biological characteristics.

Perceptual Selection

The process by which individuals screen and select the various stimuli that vie for their attention, based on various factors.

Internal Factors

Elements within an organization such as corporate culture, employee morale, and internal processes that influence its operations.

Perceptual Selection

The process by which individuals select, organize, and interpret sensory information in the world around them.