Discussion
Relationship marketing refers to maintaining relations with .............. to achieve the marketing purpose.
Answer: C
Relationship marketing means maintaining relations with customers.
Relationship marketing shifts the focus from single transactions to building long-term, mutually beneficial relationships with customers, through service, loyalty programmes, personal contact and customer relationship management. Keeping an existing customer is cheaper than winning a new one, and loyal customers buy more and recommend the firm.
Relationships with employees, dealers and suppliers also matter, and broader versions of the idea include them as partners, but they serve the central purpose of retaining customers, which is why customers are the answer.
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