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.

Answer rating: 100% (QA)

Below are the types of supplier buyer realtionship Transactional Functional Affiliative Strategic Be... View the full answer