7.3 Organizational Relationships

On page 155 of the textbook the author says that “a trend toward being customer responsive is what marketing professionals call customer relationship marketing and relationship selling.” My husband and I bought a Dell laptop a month ago. Yesterday afternoon one of Dell’s marketing professionals called to check how happy we are with our new purchase, and if there is anything they can do to make us even happier with our purchase. This scenario exemplifies the concepts customer relationship marketing and relationship selling.

Dell has been acting strategically to establish some relationship with us. Consequently, whenever it is time to purchase a new computer, this brand will automatically comes to our minds, and we will buy with them again. Also, whenever family and friends ask our opinion about the best for computer and other technologies, we will recommend that they can no go wrong with Dell.

Garota de Ipanema