1. What is a buyer-seller relationship? How can it vary?
2. Why is integrated lever selection important in a marketing plan?
3. How did eBay’s application of the Marketspace Matrix change over time?
4. What are the four categories of principles for lever selection?
What the key principles for lever selection within the Marketspace Matrix?
A. One example that comes to mind is SONY vs COBY.
A strong relationship will keep a consumer loyal to a brand, despite cost differences in similar items such as “DVD” or Blu-ray disc player. If people believe sony is a Quality brand, they will have an emotional attachment to the brand.
A relationship is defined as a bond or connection between the firm and its customers. This bond may be strong, weak, or nonexistent, and it can be based on either logic or emotion. An example of logical bond is a realization that the customer simply cannot get a better product elsewhere. However, strong relationships typically have an emotional dimension as well- think of your relationships with family and friends. Buyer-seller relationships can be strong, but generally they are not as powerful as the connection we have with people who are close to us. Buyer-seller relationships are based on exchange, where each party expects, or perhaps even demands, value for what is given.