Jack represents a textbook publisher and has known Sal since he was a teacher. Now he is a department chair. If Sal has a problem with an order, he calls Jack directly who handles it with customer service and gets Sal whatever he needs within 48 hours. This is an example of what kind of marketing philosophy?
(A) Production
(B) Sales
(C) Relationship
(D) Marketing
(E) Direct Selling
Answer: The relationship philosophy of marketing, choice C, stresses long-term relationships with customers and customer satisfaction because, in the long-term, companies have found that it is cheaper to retain customers and increase their business than prospect for new customers.