Managing Business-to-Business Customer Relationships

Four forces influence the development of a relationship between business partners

availability of

alternatives

importance of supply

complexity of supply

supply market

dynamism

Closer relationships are driven by:

1 Supply chain Management

2 Early supplier involvement

3 Purchasing alliances

Supply chain Management

Ensure the customer always feels like he won, ensure mutual satisfaction, Stay with the customer long after the sale is complete

Early supplier Involvement

Reach out to customers on a regular basis, You may uncover a new opportunity, Keep the communication line open by sending them useful information to their business

Purchasing Alliances

Customer’s problems are yours also help to fix the issues, If any

Summary“Business marketers can form strong bonds and relationships with their customers by provide them added value. Technology is aiding the development of strong business relationships”

Credit• KOTLER, P. & KELLER, K. 2011. Marketing

Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)