INSTRUCTOR MANUAL FOR THE CASE: PARKIN (SINGAPORE) PTE. LTD

The concept of relationship marketing was formally introduced by Beny, who defined it as attracting, maintaining and enhancing customer relationships. Some researchers interpret guanxi as the Chinese version of relationship marketing. Despite the similarity in the literal meanings of relationship ma...

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Bibliographic Details
Published in:Journal of global business and technology 2007-10, Vol.3 (2), p.52
Main Author: Yau, Oliver Hon-ming
Format: Article
Language:English
Subjects:
Alternatives
Brand loyalty
Cooperation
Decision making
Education
Empathy
Marketing
Publishing
Publishing industry
Relationship marketing
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Summary:The concept of relationship marketing was formally introduced by Beny, who defined it as attracting, maintaining and enhancing customer relationships. Some researchers interpret guanxi as the Chinese version of relationship marketing. Despite the similarity in the literal meanings of relationship marketing and guanxi, the conceptual meanings of these two terminologies in western academia and oriental culture are significantly different. Yau et al suggest four dimensions in the concept of relationship marketing: 1. bonding, 2. trust, 3. reciprocity and 4. empathy. They call them the components of relationship marketing orientation. This case has several objectives. After analyzing the case, students should be able to: 1. understand the concept of relationship marketing orientation and the meaning of its four components, 2. identify alternatives faced by both Fei Cow and Minister Mohammad, 3. compare various alternatives, and 4. explain the choice of alternative in terms of the four components of relationship marketing orientation.
ISSN:1553-5495
2616-2733