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1 . Building Long-Term Relationships with Customers a Company's Success in Establishing Long-Term Customer Relationships Typically Requires Close Working Relationships with Many Different Companies. the Act of

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1 . 1 . Building long-term relationships with customers
A company's success in establishing long-term customer relationships typically requires close working relationships with many different companies. The act of developing long-term profitable customer relationship will not only create wealth for the company but is also another good way of ensuring the retention of customers and thereby the survival and profitability of the company.
Michael Dell founded Dell Computer Corporation with $1000 when he was a college student at the University of Texas at Austin in 1984. Today, Dell is the worlds leading direct Computer Systems Company with annual revenues in excess of $31 billion and over 34,000 employees. The major reason is that Michael Dell revolutionized the computer industry by introducing the direct model.
The basic direct model aims to deliver a superior customer experience through direct, comprehensive customer relationships, cooperative research and development with technology partners, computer systems custom-built to customer specifications, and service and support programs tailored to customer needs.
Marketing has traditionally been viewed as the sales generating business function. This sales orientation sometimes leads firms to focus too much on generating sales in the short run, with little consideration for customer retention or profitability over the long term. Luckily, the short-term sales orientation is being replaced by more of an emphasis on developing, maintaining, and expanding long term, profitable relationships with targeted customers.
A relationship perspective consists of building partnerships with organisations outside the company and encouraging teamwork among different functions within the firm to develop long-term customer relationships. The days when marketers operated in isolation from other business functions are over. Success in…...

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