In an effort to increase customer loyalty, management at Pratt International has worked to create a personal dialogue with their customers. This dialogue will enable Pratt to offer products that exactly meet their customers' needs and provide personalized service before and after the sale. Pratt International's strategy illustrates:

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Pratt International's strategy of creating a personal dialogue with their customers and offering personalized service before and after the sale is an example of relationship marketing. Relationship marketing focuses on developing long-term relationships with customers by providing personalized service and addressing their individual needs. This helps to increase customer loyalty and can lead to repeat business and positive word-of-mouth referrals.

In an Effort to Increase Customer Loyalty, Management at Pratt