Chapter 2:A Systematic Approach

toBuyer – Seller Relationship

PP52 - 66

Strategic Relationship Marketing

Marketing as Mutual Exchange Marketing as

Exchange and as Exchange relationships

Has served as the foundation for new theoretical developments

Relationship MarketingOne-way perspective

Network MarketingOne-way Perspective

perspective

Strategic Relationship MarketingTwo-way Perspective

Three Types of Exchanges

Resticted Exchangetwo-way exchange flow

Generalized Exchangeone-way exchange flow

FMCG = Fast Moving Consumer Goods

Complex Exchangetwo-way exchange flow

Two Approaches to Exchanges Utilitarian exchange

Example: Distribution channels

Symbolic exchange Example: Psychological, social and other non-

physical transformations

Mixed Exchanges

The Political Economy Paradigm

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

The Third Dimension:Power and Systems

POWERSystems

Components

Strategic Relationships

Power and Systems Approach Power:

Systems Approach:

Supplementary The chapter will be regarded as

supplementary reading from page 66 and out