...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...
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...Marketing manager The Coca-Cola Company Sprite `Sprite Cranberry’ Division Dear sir/madam RE: Application to head the Launching of new Sprite design `Sprite Cranberry’ My previous knowledge of the Sprite brand values in regard to performance contending that they only work well in the U.S market makes me better positioned for the job. In other markets Sprite is treated as an alternative to Coke while Mountain Dew is rarely sold outside U.S as an energy drink (Keillor 2011 p.117). Business formal communication in this case is made a little longer attributed to inadequate time to make it shorter (Roberts 1998 p.34).To describe the flavor `Sprite’ the word Lymon has been used which is the combination of lemon and lime. The history of the Sprite brand in the 60s and 70s ranged from `Taste its tingling tartness’ ,`Natural tart’ to `its a natural and it’s sprite’. Perhaps the years 1980s formed the revolution to Sprite brand when it came up with the words `great lymon taste makes it sprite’. The Sprite brand started realizing a big following among teenagers in the start of 1980 which consequently led to the realization and sooner focus on marketing to the group. Knowledge on the marketing trends and variations of the drink since its inception in the U.S in 1961 is critical to this launch (Lacobucci and Lacobucci 2009). Being the world’s distributors of beverage drinks in more than 200 countries and an enduring commitment to establishing sustainable communities Coca Cola Company should...
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