Download Strategic Relationship Marketing

Strategic Relationship
Marketing
Chapter 2:
A Systematic Approach
to
Buyer – Seller Relationship
PP52 - 66
Marketing as Mutual Exchange

Marketing as



Exchange and as
Exchange relationships
Has served as the foundation for new
theoretical developments
Relationship Marketing
One-way perspective
Network Marketing
One-way Perspective
perspective
Strategic Relationship Marketing
Two-way Perspective
Three Types of Exchanges
Resticted Exchange
two-way exchange flow
Generalized Exchange
one-way exchange flow
FMCG = Fast Moving Consumer Goods
Complex Exchange
two-way exchange flow
Two Approaches to Exchanges

Utilitarian exchange


Example: Distribution channels
Symbolic exchange

Example: Psychological, social and other nonphysical transformations
Mixed Exchanges
The Political Economy Paradigm
Political and Economic Power
Systems Approach


1.
Who decides which exchanges and which
approaches to be used in a certain
situation?
Depending on
POWER
1.
2.
2.
Political and
Economic
Systems-approach
1.
2.
Internally
externally
The Third Dimension:
Power and Systems
Components
Strategic Relationships
Power and Systems Approach

Power:

Systems Approach:
Supplementary
The chapter will be regarded as
supplementary reading from
 page 66 and out
