chapter 2: a systematic approach to buyer – seller relationship pp52 - 66 strategic relationship...
TRANSCRIPT
![Page 1: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/1.jpg)
Chapter 2:A Systematic Approach
toBuyer – Seller Relationship
PP52 - 66
Strategic Relationship Marketing
![Page 2: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/2.jpg)
Marketing as Mutual Exchange Marketing as
Exchange and as Exchange relationships
Has served as the foundation for new theoretical developments
![Page 3: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/3.jpg)
Relationship MarketingOne-way perspective
![Page 4: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/4.jpg)
Network MarketingOne-way Perspective
perspective
![Page 5: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/5.jpg)
Strategic Relationship MarketingTwo-way Perspective
![Page 6: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/6.jpg)
Three Types of Exchanges
![Page 7: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/7.jpg)
Resticted Exchangetwo-way exchange flow
![Page 8: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/8.jpg)
Generalized Exchangeone-way exchange flow
FMCG = Fast Moving Consumer Goods
![Page 9: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/9.jpg)
Complex Exchangetwo-way exchange flow
![Page 10: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/10.jpg)
Two Approaches to Exchanges Utilitarian exchange
Example: Distribution channels
Symbolic exchange Example: Psychological, social and other non-
physical transformations
![Page 11: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/11.jpg)
Mixed Exchanges
![Page 12: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/12.jpg)
![Page 13: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/13.jpg)
The Political Economy Paradigm
![Page 14: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/14.jpg)
Political and Economic PowerSystems Approach Who decides which exchanges and which
approaches to be used in a certain situation?
Depending on 1. POWER
1. Political and2. Economic
2. Systems-approach1. Internally2. externally
![Page 15: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/15.jpg)
The Third Dimension:Power and Systems
POWERSystems
![Page 16: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/16.jpg)
Components
![Page 17: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/17.jpg)
Strategic Relationships
![Page 18: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/18.jpg)
Power and Systems Approach Power:
Systems Approach:
![Page 19: Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing](https://reader035.vdocuments.mx/reader035/viewer/2022062314/56649e4e5503460f94b4447f/html5/thumbnails/19.jpg)
Supplementary The chapter will be regarded as
supplementary reading from page 66 and out