Melanie is a sales representative for a college textbook publisher.She spends a great deal of time visiting college professors who have already adopted one of her books for use in her classes.She makes sure they have all the supplements to the book they need and are informed about when new editions will be available.Melanie's emphasis on keeping her existing customers satisfied is consistent with the philosophy of relationship marketing.
The goal of relationship marketing is to keep individual customers over time by offering them new products that exactly meet their requirements.

Question

Quizplus · Accepted Answer

The goal of relationship marketing is to maintain long-term relationships with existing customers by providing them with personalized service, addressing their needs, and offering them additional products or services that meet their specific needs. It is not necessarily about offering them new products that may or may not meet their requirements.

Melanie Is a Sales Representative for a College Textbook Publisher