1. Chapter 2: A Systematic Approach to Buyer – Seller Relationship PP52 - 66 Strategic Relationship Marketing

2. Marketing as Mutual Exchange  Marketing as Exchange and as Exchange relationships  Has served as the foundation for new theoretical developments

3. Relationship Marketing One-way perspective

4. Network Marketing One-way Perspective perspective

5. Strategic Relationship Marketing Two-way Perspective

6. Three Types of Exchanges

7. Resticted Exchange two-way exchange flow

8. Generalized Exchange one-way exchange flow FMCG = Fast Moving Consumer Goods

9. Complex Exchange two-way exchange flow

10. Two Approaches to Exchanges  Utilitarian exchange Example: Distribution channels  Symbolic exchange Example: Psychological, social and other non- physical transformations

11. Mixed Exchanges

13. The Political Economy Paradigm

14. Political and Economic Power Systems Approach  Who decides which exchanges and which approaches to be used in a certain situation?  Depending on 1. POWER 1. Political and 2. Economic 2. Systems-approach 1. Internally 2. externally

15. The Third Dimension: Power and Systems POWER Systems

16. Components

17. Strategic Relationships

18. Power and Systems Approach  Power:  Systems Approach:

19. Supplementary  The chapter will be regarded as supplementary reading from  page 66 and out