Question: Relationships are an important component in the B2B marketing process. Publix Supermarkets develops collaborative relationships with some suppliers and transactional relationships with other suppliers. Using

Relationships are an important component in the B2B marketing process. Publix Supermarkets develops ‘collaborative relationships’ with some suppliers and ‘transactional relationships’ with other suppliers. Using Publix as a foundation, discuss the various types of buyer-supplier relationships (the relationship spectrum) and how marketing efforts differ across the spectrum.

All customers are not created equal. Discuss how business marketers manage ‘unprofitable’ customers. Integrate a brief comment on both customer retention and ‘firing’ customers.

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