Relationship Marketing in the B2B Context Building long term relationships with

Relationship marketing in the b2b context building

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Relationship Marketing in the B2B Context Building long-term relationships with customers is a viable strategy for business-to-business marketing It shifts the focus away from price to service and long-term benefits The reward is loyal customers Chapter 15: - Distribution process and channel structure Distribution processL all consumer and industrial products go through a distribution process that includes: - Physical handling and distribution of goods (logistics) - The passage of ownership Trends: Channel structurs range from those with little developed marketing infrastures to the highly complex, multi-layered system Traditional channels in developing countries rely on Import-Oriented Distribution StructureL an importer controls a fixed supply of goods selling at higher prices Traditional channel strutures still appear in many places, but such channel structures also are giving way to new forms, new alliances, and new processes (e.g. direct marketing, catalog selling, etc) International Channel of distribution Alternatives (exhibit 15.3) Channel Selection is a criti
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