Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mails from the site offering her other products that she might be interested in. The e-mails also tell her about current trends in yarn and offer troubleshooting advice as well as free patterns. The relationship between Charlotte and the Web site is at what level?

Question

Quizplus · Accepted Answer

The relationship between Charlotte and the Web site is at the proactive relationship level, as the site is engaging in ongoing communication and offering additional value beyond the initial transaction.

Kotler and Armstrong Have Identified Five Levels of Relationships That