How does the characteristics that define the uniqueness of industrial products lead naturally to relationship marketing?
Relationship marketing → based on mutual cooperation, trust and joint beliefs. The purpose of this marketing type is considered to enhance marketing productivity by achieving efficiency and effectiveness; great interdependence and partnering leading to a lower cost and achieving competitive advantages. Both within business-to-consumer and business-to-business markets, relationship marketing functions. However, relationships between businesses, B2B, normally emphasises long-term and thus demands a higher level of relationship and commitment.
It seems natural for companies producing industrial products to go for a relationship marketing strategy. To fulfill the needs of industrial customers, a marketer must understand those needs as well as how they will change when they buyer strives to compete in global markets that call for long-term relationships.