In the context of the relationship marketing continuum,which of the following is an example of a first level relationship marketing program?
A) An electronics firm setting up a world-wide technical support system to assist customers.
B) A cheese shop organizing a cooking contest for customers.
C) An automobile company offering a club membership to owners of high-end cars.
D) An airline offering special discounts to its customers for early bookings.

Question

Quizplus · Accepted Answer

A first level relationship marketing program is focused on transactional exchanges and rewards customers for repeat purchases or early bookings, as in the case of the airline offering special discounts to its customers for early bookings. Option A is an example of second level relationship marketing, which focuses on providing excellent service to build customer loyalty. Option B is an example of third level relationship marketing, which involves creating a community around the brand. Option C is also an example of second level relationship marketing, as it involves providing services to customers beyond just the product.

In the Context of the Relationship Marketing Continuum,which of the Following