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Chapter 2:A Systematic Approach
toBuyer – Seller Relationship
PP52 - 66
Strategic Relationship Marketing
Marketing as Mutual Exchange Marketing as
Exchange and as Exchange relationships
Has served as the foundation for new theoretical developments
Relationship MarketingOne-way perspective
Network MarketingOne-way Perspective
perspective
Strategic Relationship MarketingTwo-way Perspective
Three Types of Exchanges
Resticted Exchangetwo-way exchange flow
Generalized Exchangeone-way exchange flow
FMCG = Fast Moving Consumer Goods
Complex Exchangetwo-way exchange flow
Two Approaches to Exchanges Utilitarian exchange
Example: Distribution channels
Symbolic exchange Example: Psychological, social and other non-
physical transformations
Mixed Exchanges
The Political Economy Paradigm
Political and Economic PowerSystems Approach Who decides which exchanges and which
approaches to be used in a certain situation?
Depending on 1. POWER
1. Political and2. Economic
2. Systems-approach1. Internally2. externally
The Third Dimension:Power and Systems
POWERSystems
Components
Strategic Relationships
Power and Systems Approach Power:
Systems Approach:
Supplementary The chapter will be regarded as
supplementary reading from page 66 and out