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The essence of marketing lies in building relationships. The major focus of the marketer’s efforts is to build and maintain positive relationships with the firm’s customers. Relationship marketing is the means through which the marketer is able to build long-term, mutually beneficial arrangements with the firm’s customers.
Which of the following statements is correct in regards to relationship marketing?
a. Relationship marketing refers to those activities that are designed exclusively to enable the firm to acquire new customers.
b. Successful marketers are concerned first with earning a profit for the company, and secondarily with responding to customer needs.
c. Data gathering is not an essential part of relationship marketing.
d. Effective relationship marketing is primarily based on old-fashioned person-to-person interactions.
e. Relationship marketing continually deepens the buyer’s trust in the company.
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