In the practice of relationship marketing, the definition of a customer is taken to another level. Which of the following best illustrates how a company practicing relationship marketing is different from a traditional transaction-based marketer?
A) The city pool allows kids 12 years and younger to swim for free on Fridays.
B) A local coffee shop distributes coupons for $.50 off each cup of coffee.
C) The purchasing department of a defense contractor invites its suppliers to attend an annual golf outing.
D) The heads of the financial departments meet with the Chief Financial Officer to discuss year-end financial reporting.

Question

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. Option C illustrates this by showing how a company is engaging with its suppliers in a social setting to strengthen their relationship, which is a key aspect of relationship marketing.

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