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THE 30RS OF RELATIONSHIP MARKETING (GUMMESSON 1995)
I Classic Market Relationships
II Special Market Relationships
•R1 Supplier –Customer
•R2 Customer–Supplier –Competitor
•R3 Physical Distribution
•R4 Full-time marketers (FTMs)-part-time marketers (PTMs)
•R5 The service encounter: interaction between the customer -front line personnel
•R6 Many-headed customer -the many-headed supplier
•R7 The relationship to the customer's customer
•R8 Mental and physical proximity
to customers vs. the distant relationship
•R9 Relationship to the dissatisfied customer
•R10 Monopoly relationship: the customer or supplier as prisoner
•R11 The customer as 'member'
•R12 IT: The electronic relationship
•R13 Parasocialrelationships:
relationships to symbols and objects
•R14 The non-commercial relationship
•R15 The green relationship
•R16 The law-based relationship
•R17 The criminal network
R24 Market mechanisms are brought inside the company
R25 The relationship between internal
customers and internal suppliers
R26 Quality providing a relationship between
operations management and marketing
R27 Internal marketing: relationships with
the 'employee market‘
R28 The two-dimensional matrix relationship
R29 The relationship to external providers of marketing services
R30 The owner and financier relationship
•R18 Personal and social networks
•R19 Megamarketing: the real 'customer' is
not always found in the marketplace
•R20 Alliances change the market mechanisms
•R21 The knowledge relationship
•R22 Mega alliances
•R23 The mass media relationship