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A Systematic Approach to the Buyer-Seller Relationships

In: The Relationship Marketer

Author

Listed:
  • Søren Hougaard
  • Mogens Bjerre

Abstract

That marketing should be regarded as exchanges in dyadic relationships, i.e. the two parties involved are regarded as a “closed” relationship without interference from outside, is not a recent observation.10 However, it still seems to be new to many marketers that focus must be on the outcome for both parties - simultaneously. In addition to this, one of the most significant differences between relationship marketing and traditional marketing is that it is necessary to identify the needs and demands of the customer’s customers in order to satisfy the customer’s demands in an on-going perspective. This does not only require a clear understanding of the customers’ demands, but also the customers’ motivations to formulate their demands in the way they have. This is comparable to the change of focus when selling a product because of its features to focus on the customer’s benefits from using the product.

Suggested Citation

  • Søren Hougaard & Mogens Bjerre, 2009. "A Systematic Approach to the Buyer-Seller Relationships," Springer Books, in: The Relationship Marketer, edition 0, chapter 2, pages 35-46, Springer.
  • Handle: RePEc:spr:sprchp:978-3-642-03243-1_2
    DOI: 10.1007/978-3-642-03243-1_2
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