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Elements of B2C vs B2B behaviour – Consumer versus organisational buyer behaviour: Characteristics for de difference in behaviour as well as purchase and decision Principle: Presents the key patterns of…
Elements of Extended versus limited problem-solving in purchase decisions: The extended and limited purchase process in relation to different product types. Principle: The purchase decision will range on a continuum…
Elements of Drivers and Resistors to Relationship Marketing: Drivers for RM: High acquisition costs relative to retention costs (understanding that lifetime value of customers makes economic sense) High exit barriers…
Elements of Customer Portfolio – Three-Dimensional Customer Classification Matrix: Matrix positioning customers (or other partners) according to Relationship value, Net price and Cost to serve Principle: Classifies relationships based on…
Elements of Transactional vs Relationship Marketing: Compares the variables, time, marketing, priceelasticity, customer satisfaction, customer feedback, independence of functions, internal marketing and product types, in Transactional vs Relationship marketing approach…
Elements of A classification of relationship types: Transactions, Repeated Transactions, Long-term Relationships, Buyer-seller Partnerships, Strategic Alliance/Joint Ventures, Network Organisations, Vertical Integration Principle: The development of transactional to strategic relationships Issues:…
Elements of Business to Consumer (B2C) relationship caracteristics: Terms of refererence the organisation defines interaction with customers as a relationship only if it is considered to benefit the organisation Relational…