Main Goal. Figure $1$ illustrates the relationship$-$building process which tells how any customers become loyal with a series of marketing exchanges $($Yoon and Sims $2014).$ For instance, when potential buyers are involved in one marketing exchange for the purchase of any brand, they become first$-$time buyers. When the first$-$time buyers purchase another brand, they become my current customers. Finally, my current customers become loyal ones when they are involved in another brand purchase. Given this background, students need to design four different types of marketing exchanges for the creation of transitions $1)$ from PBs to FTBs$,2)$ from FTBs to MRCs$,3)$ from CRCs to MRCs$,$ and $4)$ from MRCs to LCs$.$

Figure $1.$ The Relationship$-$Building Process

Potential Market