 | Learning Objectives
(See related pages)
- Explain relationship marketing, its goals, and the benefits of long-term relationships for firms and customers.
- Explain why and how to estimate customer relationship value.
- Introduce the concept of customer profitability segments as a strategy for focusing relationship marketing efforts.
- Present relationship development strategies—including quality core service, switching barriers, and relationship bonds.
- Identify challenges in relationship development, including the somewhat controversial idea that "the customer is not always right."
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