In the long run, the success of a company is built on
A) a company's commitment to be on the leading edge of technology.
B) its efficiency in operations.
C) long-term relationships with customers built on mutual respect and cooperation that leads to repeat purchasing.
D) a company's ability to negotiate with suppliers and vendors.
E) innovative integrated marketing communications programs.

Question

Quizplus · Accepted Answer

While all of the options listed may play a role in a company's success, long-term relationships with customers built on mutual respect and cooperation that leads to repeat purchasing is the most sustainable factor. Efficient operations, technological innovation, and effective vendor/supplier negotiations may provide initial success, but maintaining loyal customers who repeatedly purchase from the company is what will ultimately ensure long-term success. Integrated marketing communications programs can support these efforts, but are not the primary factor in a company's sustained success.

In the Long Run, the Success of a Company Is