In the practice of relationship marketing, the definition of a customer is taken to another level. Which scenario best illustrates how a company practising relationship marketing is different from a traditional transaction-based marketer?

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Quizplus · Accepted Answer

In relationship marketing, the focus is on building long-term relationships with customers and other stakeholders, rather than just focusing on individual transactions. Inviting suppliers to an annual golf outing (C) is an example of building and maintaining a relationship beyond the immediate transaction, which is a key aspect of relationship marketing.

In the Practice of Relationship Marketing, the Definition of a Customer