Limitados, só conhecem um extremo

"The core values of RM are found in its emphasis on collaboration and the creation of mutual value . It includes viewing suppliers, customers and others as partners who co-create rather than opposite parties.
.
RM should be more of win – win than win – lose , more of a plus sum game than a zero sum game.
.
In a plus sum game, the parties increase value for each other; in a zero sum game, what one gains is the loss of another. A constructive attitude is expected by all those involved and all should find the relationship meaningful. If these conditions are fulfilled, the relationships may become sustaining. For a supplier, it is important to retain existing customers, a fact which is increasingly being stressed. Extending the duration of the relationship becomes a major marketing goal. Too much emphasis has been put on the acquisition of new customers and too little on caring for existing customers. RM/CRM encourage customer retention and discourage customer defection well aware of the fact that attraction marketing – getting new customers – must also be persued. Although collabor ation is the core property of RM, my RM concept holds that both competition and collabor ation are essential in a functioning market economy.
...
RM is often presented as the opposite to transaction marketing , the one-shot deal. In transaction marketing, the fact that a customer has bought once does not forecast the probability for repurchase, not even if a series of purchases have been made.
...
In RM, loyalty – especially customer loyalty – is emphasized. In the ‘ loyalty ladder ’ , the lowest rung is the contact with a prospect who hopefully turns into a customer and a first purchase. Recurrent customers are clients ; those who have come back and a longterm relationship is in the making. In the next stages the client becomes a supporter and finally an advocate for the supplier.
...
In order to conceptually incorporate transaction marketing in RM, it can be seen as the zero point of the RM scale.
.
The scope of the relationships can then be enhanced until a customer and a supplier are practically the same organization. The zero relationship of RM has a price component within which the lowest price connects the buyer and the seller.
Micro-economic theory advocates that price be the sole determinant of a purchase. This limitation makes the theory a blind guide to marketing management, as it only represents one extreme point on the relationship scale. (Moi ici: Ou seja, os nossos políticos e académicos só falam e concebem a economia nesse extremo da escala em que o preço é tudo... enfim, que mais dizer) The zero relationship also has a convenience component which implies that the customer often buys where it is simplest and most convenient on a certain occasion. On such occasions price is almost immaterial." (Moi ici: Como o combustível à venda na auto-estrada)
.
Trechos retirados de "Total Relationship Marketing" de Evert Gummesson.