Relationships with consumers. Evert Gummesson defines relationship marketing as marketing seen as relationships, networks, and interaction. He

❷ Relationships with consumers. Evert Gummesson defines relationship marketing as ‘marketing seen as relationships, networks, and interaction’.

He cites Grönroos’s definition of marketing with a relationship focus:

‘Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the objectives of the parties are met. This is achieved by mutual exchange and fulfilment of promises.’43 It is understandable that business users form relationships with the firms they buy from, since they are dependent on their suppliers and buy directly from them.44 Consumers deal with self-service intermediaries, such as Coles Supermarkets, where they have contact with few people other than at the checkout. What part might relationships play in the marketing of branded products, given the differences between the process of marketing business-to-business products compared with marketing of consumer products? Do you think consumers might form relationships with the brands themselves? Explain your answer. (Learning Objective 2)

(AACSB: Reflective Thinking)