Module 3-Partnering_RelationshipMarketing_CRM presentation

B2B marketing module 3

1. Partnering / Relationship Marketing and CRM KTU MBA – Module 3

2. Adversarial Model (Transactional) • Short-term orientation • Price-driven • Low trust • Competitive stance (win–lose) • Minimal collaboration Example: Commodity raw material purchases

3. Partnership Model (Collaborative) • Long-term orientation • Value-driven • High trust & commitment • Win–win approach • Integrated processes Example: Toyota–supplier collaboration

4. Lifecycle Models of Buyer-Supplier Relationship 1. Pre-relationship: awareness, selection 2. Exploration: trial transactions 3. Expansion: growing trust, larger orders 4. Commitment: collaboration, contracts 5. Dissolution (if any): end of relationship

5. Stages of Buyer–Seller Relationship 1. Awareness 2. Exploration 3. Expansion 4. Commitment 5. Dissolution (Adapted from Ford’s Model)

6. Selection of Firms for Collaboration Criteria: • Strategic fit • Capability fit • Financial stability • Trustworthiness • Mutual dependence • Geographic/logistical fit Example: Automotive OEMs’ supplier selection

7. Production Linkages & Industrial Marketing • Backward linkages: raw material suppliers • Forward linkages: distributors, OEMs • Co-production & JIT • Industrial clusters Example: Maruti Suzuki vendor parks

8. Customer Relationship Management (CRM) Definition: Managing customer relationships using people, processes & IT Objectives: • Customer loyalty & retention • Increase lifetime value • Sales force effectiveness • Personalization

9. Components of CRM 1. Operational CRM – sales, marketing, service automation 2. Analytical CRM – customer data insights 3. Collaborative CRM – cross-functional integration

10. Benefits of CRM • Better understanding of customers • Improved satisfaction & loyalty • Efficient forecasting • Strengthened long-term partnerships Example: Salesforce CRM in B2B firms

11. Summary • Adversarial vs Partnership Models • Lifecycle & Buyer-Seller Relationship Stages • Partner Selection Criteria • Production Linkages • CRM: operational, analytical, collaborative • Focus: Long-term trust-based relationships