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Flashcards in Chapter 3 Deck (20)
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1
Q

Collaborative advantage

A

Demonstrating special skills in managing relationships with key customers or by jointly developing innovative strategies with alliance partners.

2
Q

Relationship marketing

A

Focuses on all activities directed toward establishing, developing, and maintaining successful exchanges with customers and other constituents.

3
Q

Transactional exchange

A

Focuses on the timely exchange of basic products for highly competitive market prices.

4
Q

Operational linkage

A

reflects how much the system, procedures and routines of the buying and selling firms have been connected to facilitate operations. These relationships connectors are a feature of a collaborative relationship.

5
Q

Collaborative exchange

A

: A process where a customer and supplier firm form strong and extensive social, economic, service, and technical ties over time, with the intent of lowering total costs and increasing value, thereby achieving mutual benefit.

6
Q

Relationship commitment

A

involves a partner’s belief that an ongoing relationship is so important that it deserves maximum effort to maintain it.

7
Q

Trust

A

is a firm’s belief that exists when one party has confidence in a partners relaiability and integrity.

8
Q

Transactional relationshsip

A

is a type of buyer-seller relationshsip that centers on the timely exchange of basic products for highly competitive market products.

9
Q

Collaborative relationship

A

is a type of relationship that features very close information, social, and operational linkages as well as mutual commitments made in expectation of long-run benefits.

10
Q

Switching costs

A

is the negative costs incurred by a customer as a result of changing suppliers, brands, or products. Organizational buyers consider two switching costs: investments and risk of exposure. First, organizational buyers invest in the relationships with suppliers in many ways. Because of these past investments, buyers may hesitate to incur the disruptions and switching costs that result when they select new suppliers.

11
Q

Activity-based costing

A

Illuminates exactly what activities are associated with serving a particular customer and how these activities are linked to revenues and the consumption of resources.

12
Q

Cost of serving the customer

A

includes order-related costs plus the customer-specific marketing, technical, and administrative expenses.

13
Q

Customer relationship management(CRM

A

Is a cross-functional process for achieving continuing dialogue with customers across all their contact and access points, with personalized treatment of the most valuable customers to ensure customer retention and the effectiveness of marketing initiatives.

14
Q

Value

A

is the economic, technical, services, ideas, and social benefits received by a customer firm in exchange for the price paid for a product offering.

15
Q

Value proposition

A

represents the product, services, ideas, and solutions that a business marketer offers to advance the performance goals of the customer organization.

16
Q

Relationship marketing activities

A

represents dedicated relationship marketing programs, developed and implemented to build strong relational bonds. These activities influence three important drivers of relationship marketing effectiveness – relationship equality, breadth, and composition – each capturing a different dimension of the relationship and exerting a positive influence on the seller’s performance activity

17
Q

Social RM programs

A

Use social engagements or frequent customized communication to personalize the relationship and highlight the customer’s special status.

18
Q

Structural RM programs

A

Designed to increase productivity and efficiency for customers through targeted investments that customers would not likely make themselves.

19
Q

Financial RM programs

A

Provide economic benefits, such as special discounts, free shipping, or extended payment terms, to increase customer loyalty. Because competitors can readily match the economic incentives, the advantages tend to be unsustainable.

20
Q

Relationship orientation(RO)

A

Represents the customer’s desire to engage in strong relationships with a current or potential supplier.