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Marketiing Plan

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INTRODUCTION
Rapidly changing competitive environments are forcing business marketing firms to seek more creative and flexible means for meeting competition. Many firms have responded to these challenges by building collaborative relationship with customers and suppliers Such collaborative relationships rely on relational forms of exchange characterized by high levels of trust (. The high levels of trust characteristic relational exchange enable parties to focus on the long-term benefits of the relationship (Ganesan ), ultimately enhancing competitiveness and reducing transaction costs . Although some buying firms have reduced their supplier base to facilitate collaboration or increase quality (Emsh-willer 1), many buyers still maintain multiple sources of supply.morevover a firm that trusts its supplier is more committed to and intends to stay in the relationship (Anderson )Persons and organizations also can develop trust in a Supplier firm's salesperson.The sales force often Plays a key role in interfacingwith customers and implementing marketing strategy.At a basic level, Salespeople persuade customers to purchase their firm’sproducts.However,as firms actively seek more collaborative relationships with customers,sales people perform and important function in facilitating and developing customer trust (Swan)
The fact that buyers and sellers have relationships is nothing new. Relationships between buyers and sellers have existed since humans began trading goods and services. These relationships developed in a natural way over time as the buyers and sellers developed trust and friendships supported by quality products and services. Today these relationships have become “strategic” and the process of relationship development is accelerated as firms strive to create relationships to achieve their goals. In this stressful environment of relationship

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