Final answer:
The term for the focus on relationship management and the exchange in this relationship is 'human interaction marketing'. It aligns with social exchange theory, which suggests a focus on maximizing benefits in relationships while minimizing costs. Therefore correct option is B
Step-by-step explanation:
The focus on relationship management and the currency that is exchanged in this relationship is called human interaction marketing (Choice B). The concept of relationship management is central to contemporary marketing strategies and customer relationship management. In this approach, rather than seeing customers merely as transactions, businesses focus on creating and nurturing longer-term relationships, where the exchange goes beyond products and services and includes information, attention, and engagement.
In line with social exchange theory, this approach to marketing emphasizes the balance of giving and receiving in relationships, where companies aim to maximize benefits while minimizing costs. This way, a mutual value creation happens, and relationships are managed in a way that they provide sustainable benefits to both the company and customers.