Overview

Relationships, rather than simple transactions, provide the central focus in business marketing. By demonstrating superior skills in managing relationships with key customers as well as with alliance partners, business marketing firms can create a collaborative advantage. To develop profitable relationships with customers, business marketers must first understand the different forms that exchange relationships can take.

A collaborative exchange involves very close personal, informational, and operational connections the parties develop to achieve long-term mutual goals. Across the relationship spectrum, different types of relationships feature different relationship connectors.

Simulated Business Scenario

Makalya leads the sales team of a national marketing company, Ace Research. Ace provides marketing services to organizations interested in streamlining their sales funnel. One of

Ace's clients, Trustee, sells car warranties to used car dealerships. Trustee is asking for new Lead-To-Sale plan which would identify tire kickers from those most likely to buy a warranty. This would save the car dealerships time and money.

Ace's initial research show that 6 percent of used car buyers clients generated 30 percent of sales and nearly all of the dealerships profits. At the other end of the continuum, 70 percent of used car buyers provided annual billings (revenue) that were below break-even levels, because these customers required an extensive amount of service from research employees.

How can Makalya's team (Ace) assist Trustee is becoming a valuable resource for the used car dealerships?

Answer rating: 100% (QA)

Buying a used car can be a smart investment when you need a replacement vehicle While new car purchases tend to increase with a rising economy used cars can provide a great alternative as long as you ... View the full answer