1601

Problem

As drivers of relationship marketing effectiveness, compare and contrast relationship breadth and relationship composition.

Step-by-step solution

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Step 1/2

The business organization’s success alone depends upon the marketing relationships and its effectiveness with other business-to-business firms, sales persons and individuals. It is a network of relationships. Some particular elements acts as drivers of relationship marketing and ensures towards the enrichment of its effectiveness. These elements are termed as “drivers of relationship marketing effectiveness”. Given below are the drivers of relationship marketing effectiveness.

1. Relationship quality

2. Relationship Breadth

3. Relationship composition

4. Relationship strength

5. Relationship efficacy

Among the above drivers, relationship breadth and relationship compositions play yeoman services. Their variances are provided below in brief:

Step 2/2

Relationship composition:

• Emphasizes:

Relationship breadth stretches the importance of developing, understanding about customer’s needs and demands. RC focuses on decision-making authorities and contact portfolio.

• Value proposition:

RB ensures to provide information, profits, and quality to its customers to maintain relationships where as RC search for ways to reach influential decision makers.

• Necessity:

RB works for internal ties which are very essential to serve customers to reap abundant profits. RC stretches the importance of building relationships with key decision-makers to acquire hefty returns.