Relationship Marketing and Ethical Standards
The relationship between businesses is increasingly critical to B2B marketing. You have discovered that the focus of marketing in a B2B market is somewhat different in more consumer-oriented markets. Exactly how the relationship between the customer and the buyer develops and is maintained can be of critical importance to a firm trying to be competitive in the marketplace. Firms who wish to stay competitive in a global marketing environment must pay special attention to the perceptions and culture of the segments that they serve.
- Review the Corstjens article
- Who benefits more from loyalty programs? Are both parties benefiting equally in the relationship, and if so, how? Why is a mutually beneficial relationship between buyer and seller important to a successful marketing practice? What other strategies might you use as a marketer to strengthen the relationship between you and your customers? Provide a rationale for why you would select these strategies.
- How would a marketing manager or management team overcome the typical difficulties faced in trying to ensure ethical standards? Identify a potential ethical issue related to relationship marketing, and provide an example of an ethical solution for this dilemma. Explain your reasoning.
