The scope of marketing relationships (MC, unit 4)

B2B has 3 different types of market to consider:

1. Organisational markets
2. Service markets
3. Not-for-profit markets

1) Organisational markets
high level relationship management due to intensity and length of purchase process
market more rational, able to build closer links
work towards gaining preferred supplier status - meaning long-term buyer/supplier relations
2) Service markets
the relationship is at the core of successful service delivery (see factors under relationship previously, aslo 'Quality as concern to all staff')
3) Not-for-profit markets
Relationship critical to sustain donors (give money & equipment), volunteers (give time, reduce overheads), clients (gain trust)

Nb. 4 groups to consider re relationship marketing: customers, suppliers, internal markets, stakeholders