Assignment: Relationship Marketing And Ethical Standards
In this Learning Resources, you learned that the relationship between businesses is increasingly critical to B2B marketing. You have discovered that the focus of marketing in a B2B market is somewhat different in more consumer-oriented markets. Exactly how the relationship between the customer and the buyer develops and is maintained can be of critical importance to a firm trying to be competitive in the marketplace.
You also explored the challenges of maintaining high ethical standards in a modern marketing environment, including within the micro and macro levels. You have learned that firms who wish to stay competitive in a global marketing environment must pay special attention to the perceptions and culture of the segments that they serve.
Post a 150- to 250-word response to the following:
• List the loyalty programs you belong to and who you think benefits more from the relationship. Are both parties benefiting equally in the relationship, and if so, how? Why is a mutually beneficial relationship between buyer and seller important to a successful marketing practice? What other strategies might you use as a marketer to strengthen the relationship between you and your customers? Provide a rationale for why you would select these strategies.
• How would a marketing manager or management team overcome the typical difficulties faced in trying to ensure ethical standards? Identify a potential ethical issue related to relationship marketing, and provide an example of an ethical solution for this dilemma. Explain your reasoning.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.