FPGEE for National Association of Boards of Pharmacy (NABP) Practice Exam

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What is the main focus of relationship marketing?

Gaining new customers
Increasing product visibility
Maintaining and improving existing customer relationships
Reducing marketing costs

The correct answer is: Maintaining and improving existing customer relationships

The main focus of relationship marketing is maintaining and improving existing customer relationships. This approach emphasizes building long-term connections with customers based on trust, satisfaction, and loyalty, rather than solely concentrating on acquiring new customers. By creating strong relationships, businesses can encourage repeat purchases, enhance customer loyalty, and foster a positive brand reputation. Relationship marketing seeks to understand customers' needs and preferences, tailoring products and services to meet those needs, which ultimately leads to greater customer satisfaction. This strategy recognizes that retaining existing customers is often more cost-effective than acquiring new ones, demonstrating a shift from traditional transactional marketing to a more holistic and customer-centric approach. In this context, maintaining strong relationships is seen as a vital component for achieving sustained success in the marketplace.