International payment: Developing BuyerSeller Relationship

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International Payment
Case study 1:
Developing Buyer-Seller
Relationship
Group 3
Contents
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.
Despite the importance of exchange, marketing
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
Exchange
relationship
relationship
Relationship
Relationship


management
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 >2
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
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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

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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