International payment: Developing BuyerSeller Relationship

LOGO International Payment Case study 1: Developing Buyer-Seller Relationship Group 3 International Payment Case study 1: Developing Buyer-Seller Relationship Group 3... Introduction D

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International Payment

Case study 1:

Developing Buyer-Seller

Relationship

Group 3

International Payment

Case study 1:

Developing Buyer-Seller

Relationship

Group 3

Introduction Discrete and relational exchange

Proposed marketing research

agenda Managing buyer-seller relationship

Conclusion

5 parts

1 Introduction

What is the role of exchange?

 Serves as a focal event between two or more parties.

 Identify the social network of individuals and

institutions participating in its formation and execution.

 Affords the opportunity to examine the domain of

objects or psychic entities that get transferred.

 Allows the careful study of antecedent conditions and processes for buyer-seller exchange.

research has largely neglected the relationship aspect

of buyer-seller behavior while tending to study

transactions as discrete events.

1 Introduction

the idea of relationship management can also apply

to consumer markets

Play an important role in industrial and institutional

markets

Both business maketing and consumer marketing benefit from attention to conditions that foster relational bonds leading to reliable repeat business.

Exchange

relationship

Relationship

management

2 Comparison of Discrete Transaction and Relational Exchange

Money on one side –

commodity on the other

Limited communication

Narrow content

Discrete Transaction

Relational Exchange

Please write down of contents explanation for Business Area.

Transpire overtime

be viewed in terms of

its history and its anticipated future

Contractual

element

Discrete Transaction

Relational Exchange

1 Number of

parties

2 Obligation Simple, come from

beliefs and custom

Promises made in the relation plus custom and laws

3

Expectation

Conflicts of interest Little unity

No future trouble

Anticipated conflicts of interest; Strong unity

Trouble in future

4 Primary

personal

relations

Minimal personal relationships

Ritual-like communications

Important personal, noneconomic satisfactions derivedFormal and informal communication

……….

Relation marketing: like the marriage with two side of a ledger

the benefits of

companionship,

intimacy,

procreation and

parenting, personal

growth, shared

household

maintenance, and

social support

social and sexual

options, expanded responsibility, demands care and nuturing, and

costly dissolution.

Relational exchange model

05

01

02

03 04

Five-phase

Awareness

Dissolution

Commitment

Expansion Exploration

Exploration

Expectation development

Norm development Development & excise of power Communication & bargaining

Attraction

Advantages and disadvantages of the

model

• Initial research

efforts should confront the basic premise of the relationship development framework gradual expansion of interdependence

• Provides an

excellent framework for research on

relational its rich traditions address important

antecedent conditions, communications, and power

structures

• There are

significant differences in the managerial

evaluation of discrete and relational transactions

Essentially, evaluation of the former works from a stimulus-response model.

Transitions Negotiation

Decision models

4 Proposed marketing research agenda

Negotiation

Trust

Commitment

Disengagement

5 Conclusion

Emphasize three important caveats:

 First, though all transactions have some relational

properties, it makes sense to consider many exchange

as “practically discrete.”

 Second, there are bilateral sets of costs and benefits

to relation exchange; a durable association is not

necessarily desirable.

 Third, because the model’s eclectic conceptual and

empirical origins are not proximal to marketing, it is

highly propositional.

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