Recently Marketers Have Come to Realize the Value of Relationship

question 18

Multiple Choice

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means:

• A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price.
• B) instituting practices that show companies' awareness of their responsibilities to the environment and society.
• C) building bonds between brands and customers that will last over time.
• D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.