Management Information System (MIS) Practice Exam

Which marketing model emphasizes building strong, long-term relationships with customers?

1. Transactional marketing

2. Relationship marketing

3. Guerrilla marketing

4. Affiliate marketing

The correct answer is: Relationship marketing

The marketing model that emphasizes building strong, long-term relationships with customers is relationship marketing. This approach prioritizes customer retention and satisfaction over merely acquiring new customers. It focuses on creating a deep and personal connection with clients, nurturing customer loyalty, and engaging them in meaningful interactions. Relationship marketing involves understanding customer needs, preferences, and behaviors to create tailored experiences and offers that resonate with them. It aims for a two-way communication channel where feedback from customers is valued, leading to improved service delivery and product offerings. By fostering trust and engagement, companies can enhance customer loyalty, increase repeat business, and ultimately improve profitability over time. In contrast, transactional marketing is more focused on short-term sales and individual transactions rather than building connections. Guerrilla marketing relies on unconventional methods to promote products or services, often aimed at creating a significant impact with minimal resources. Affiliate marketing entails partnerships where affiliates promote products for a commission but doesn't inherently focus on customer relationships. Thus, while the other options have their respective merits, relationship marketing is distinctly centered on fostering enduring connections with customers.