Question

Susana’s father, Victor, owned a pizza shop in the 1990s and sold it in 2000 to take a job working in a United States Postal Service warehouse. Victor has repeatedly told Susana that he regrets selling the pizza shop. According to Victor, he knew all his customers personally and considered them friends, and they would often sit in his restaurant way past their lunch hour, discussing life’s "ups and downs" with him. Victor was known to give free pizza to his customers on their birthdays, and he would even attend the weddings and funerals of his customers or their family members. Victor misses the contact he had with customers.

Which of the following marketing concepts is most closely associated with Victor's approach to customer relationships?

Option 1: Relationship Marketing
Option 2: Mass Marketing
Option 3: Transactional Marketing
Option 4: Digital Marketing

Answer 1

Victor's approach to customer relationships aligns with Relationship Marketing as he focuses on building long-term connections and providing personalized value to his customers.

Step-by-step explanation:

The marketing concept most closely associated with Victor's approach to customer relationships is Relationship Marketing. Victor's methods emphasize building long-term relationships with customers, which involved personally knowing his customers, attending significant events in their lives, and providing personalized value such as free pizza on birthdays. This approach is about creating a strong, emotional connection with customers, rather than just focusing on individual sales. By contrast, Mass Marketing targets a broad audience with a one-size-fits-all message, Transactional Marketing focuses on maximizing individual sales without necessarily building a relationship, and Digital Marketing uses digital channels to promote products or services.