Consider the following statement: "Relationship marketing is not possible in a firm embracing a production orientation." Do you agree or disagree with this statement? Explain your answer.
What will be an ideal response?
A company with a production orientation concentrates on what it can do best--its internal capabilities. Sometimes what the company produces is exactly what the customer wants, so it could be possible for a company to engage in relationship marketing (a strategy that entails forging long-term partnerships with customers) and still have a production orientation. However, the most successful relationship marketing strategies depend on customer-oriented personnel, effective training programs, employees with authority to make decisions and solve problems, and teamwork.
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