analysing business market

1. How can companies build strong
relationship with business
customers

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

4. Building trust is one prerequisite to
healthy long term relationship

5. Forces influencing
the development of
a relationship
between business
partners
Availability of
alternatives
Importance
of supply
Supply
market
dynamics
Complexity
of supply

6. Buyer supplier relationship can be
categorised into eight categories

7. Basic buying
and selling
Simple routine
exchanges with
moderate level of
cooperation and
information
exchange

8. Bare bones
These relationships
require more
adaptation by seller
and less
cooperation and
information
exchange

9. Contractual
transaction
Exchanges are
defined by formal
contract and
generally have low
levels of trust ,
cooperation and
information
exchange

10. Customer
supply
In this, competition
rather than
cooperation is
dominant form of
governance

11. Cooperative
system
Partners are united
in operational ways
but neither
demonstrates
structural
commitments
through legal or
adaptive means

12. Collaborative
In this, much trust
and commitments
lead to true
partnership

13. Mutually
adaptive
Buyers and sellers
make many
relationship specific
adaptations but
without necessarily
achieving strong
trust or
cooperation

14. Customer is
king
In this cooperative
relationship, the
seller adapts to
meet the
customer’s need
without expecting
much adaptation in
exchange

15. Business relationship: Risk and
opportunism

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

17. Transaction theory
from economics
maintains that
because of risk
involved in specific
investments ,they
lock firms into a
particular
relationship

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

19. Strong solidarity
norms typically
causes customers
and suppliers to
strive for joint
benefits.Their
specific investments
shift from
expropriation to
bonding.

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