Elements of Relational Exchange Categories:
Supplier partnerships
1. Goods suppliersPartnership between manufacturers and their goods suppliers
2. Service suppliersRelational exchanges between service providers and their respective clients, for example, advertising agency-client relationship
Lateral partnerships
3. CompetitorsStrategic alliances between firms and their competitors
4. Non-profit organisationsAlliances between a firm and non-profit organisations for example, public-private partnership
5. GovernmentsPartnerships for joint research and development between the state and private organisations
Buyer partnerships
6. Ultimate customersLong-term relationships between firms and ultimate customers
7. Intermediate customersRelational exchanges of working partnerships in distribution
Internal partnerships
8. Functional departmentsExchange involving functional departments
9. EmployeesExchange between a firm and its employees, as in internal marketing
10. Business unitsWithin firm relational exchanges involving such business units as subsidaries, divisions, or strategic buseness units

Lists the elements of Relational Exchange Categories


Transactional & Relationship Marketing Differences


To describe the existing or future relationship

Source of Relational Exchange Categories:

Robert M. Morgan and Shelby D. Hunt, Journal of Marketing, Vol. 58, No. 3 (Jul., 1994), pp. 20-38