2. Close relationship are driven in part by supply
chain management, early supplier involvement
and purchasing alliance
3. B2B marketers use
social media to
communicate with
existing and
prospective
customers
Company
blogs
Online press
release
Forums or
discussion
groups
5. Forces influencing
the development of
a relationship
between business
partners
Availability of
alternatives
Importance
of supply
Supply
market
dynamics
Complexity
of supply
16. Vertical coordination
can facilitate stronger
customer-seller ties
but at the same time
may increase the risk
to the customer’s and
supplier’s tailored
expenditure for each
other
18. When buyers can’t
easily monitor
suppliers
performance,
OPPORTUNISM
takes place. It is
some sort of
cheating or under
supply relative to an
implicit or explicit
contract
20. New technology and business
customers
Top firms use
technology to
improve the way
they do business
with their B2B
customers
21. •Business marketers must form
strong bonds and relationship with
their customers and provide them
added values.
•Some customers may prefer
transactional relationship
•Technology is aiding the
development of strong business
relationship
SUMMARY