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How business marketers manage unprofitable customers

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Question: Relationships are an important component in the B2B marketing process. Publix Supermarkets develops 'collaborative relationships' with some suppliers and 'transactional relationships' with other suppliers. Using Publix as a foundation, discuss the various types of buyer-supplier relationships (the relationship spectrum) and how marketing efforts differ across the spectrum.

All customers are not created equal. Discuss how business marketers manage 'unprofitable' customers. Integrate a brief comment on both customer retention and 'firing' customers.

 

Reference no: EM133410850

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