ITPEC FE Subject A October 2025 Question 50

Stable sales from each customer over a long period through a good ongoing relationship — relationship marketing values the whole customer relationship, not the single sale.

Relationship marketing builds lasting ties with each customer through loyalty programmes, personal communication and after-sales service, so that customers keep buying. Its measures are retention and the long-term value of each customer rather than the volume of one transaction.

Answer (d)

Why not others:

• •(a) — selling online only within a window of a few hours or days is a flash sale
• •(b) — sending advertisements from nearby stores using the smartphone's GPS is location-based marketing
• •(c) — reaching consumers through several media at once, such as TV, newspapers and magazines, is a media mix (cross-media) approach

Key rule: Relationship marketing is about keeping customers and their long-term value; time-limited sales, location targeting and media choice are other techniques.

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