Elodie is a sales representative for a textbook publisher. She spends a great deal of time visiting college professors who have already adopted one of her books for use in her classes. She makes sure they have all the supplements to the book they need and are informed about when new editions will be available. Elodie's emphasis on keeping her existing customers satisfied is consistent with the philosophy of relationship marketing.
a. true
b. false

The strategy that is meant to ensure customer loyalty, communication and long term patronage is known as relationship marketing. This type of marketing tries to have an emotional connection and open communication with its customers so it can deliver goods and services that are suited to the customers needs.

Elodie's actions of meeting up with already existing customers and making sure they are satisfied by her service is consistent with relationship marketing.

Traditional marketing focused more on getting new customers for its products and services while ignoring already existing customers. It was soon found out that already existing customers were not to be ignored as they were important because of referrals they could give and continued patronage, that was when relationship marketing was formed.

By checking up and getting feedback from college professors who had already purchased her books and already using it, she was able to form a relationship with them which comprised of loyalty and commitment.

In future, when such college professors would want to purchase another set of books, they are likely to buy from Elodie's company.