The key to the success of a company according to Kalwani and Narayandas (1995) is determining the needs and desires and satisfy consumer needs more effectively than the competitors, in addition looked consumer relationships based on a long-term perspective. The environment is very dynamic business that demands frugality always create opportunities for companies to market new or at least maintain the market conditions that have been mastered With conditions like this, the company will need to re-arrange its business strategy, among others, with more to improve the quality of relationships with customers. In improving the quality of the relationship, Kalwani and Narayandas (1995) states that companies are required to consider the relationship between companies and consumers based on a long-term perspective. Seller in the environment, customers can obtain a profit on the products most in demand, the prices the most reasonable, clippings and other price indices. Similarly, the seller can gain a competitive form of competitive activities, information products most in demand, a better cooperation with the customer and awards.
Keywords: marketing performance, trust, commitment, relationship quality, and selling-in distribution.
[...] Some of the actions that companies can improve the marketing performance is through the quality of the relationship, the strategy of outlets, sales performance, building commitment, and create trust between the manufacturer or distributor to the consumer. The achievement of marketing performance will only be realized when the facilities and infrastructure that supports the success of the marketing performance can be met. Some determinant important marketing performance should be policies implemented are: to sales managing, commitment and trust building, and foster good relationships with customers (Ganessan and Jab, 1994; Ferdinand, 2000; Anderson and Weitz, 1992). [...]
[...] Sunaryo (2002) research on strategy in the service outlet, measure the performance of the distribution of selling-in with the value to sales outlets, sales in the unit to the outlet, and the value of the frequency of repeat orders The Influence of The Quality Relationships to Selling-in Distribution Macneil (1980) in Heide and John (1992) expressly defines the relationship norms as a continuation of the type of norms that complement each other. Three dimensions that can be identified, namely flexibility, solidarity, and the mutual exchange of information. [...]
[...] Anderson, Erin and Barton, Weitz The Use of Pledges to Build and Sustain Commitment in Distribution Channels, Journal of Marketing Research (February); pp. 18-34. Cannon, Joseph P. and William D. Perreault Jr Buyer-Seller Relationship in Business Markets, Journal of Marketing Research, Vol. XXXVI, pp. 439-460. Cravens, Grant, Ingram, LaForge, and Young Clifford Behavior-Based and Outcome-Based Salesforce Control Systems, Journal of Marketing pp. 6-23. Fein, Adam J dan Erin Anderson Pattern of Credible Commitment : Theory and Brand Selectivity in Industrial Distribution Channels, Journal of Marketing, Vol April, pp. [...]
[...] Challagalla Learning and Performance Orientation of Salespeople : The Managing Structural Change in Marketing Channels, The Journal of Consumers Marketing, Vol No Fall, pp. 33-42. Kumar, Nirmalya, Louis W. Stern, dan Ravi S. Achrol Assessing Reseller Performance from the Perspective of the Supplier, Journal of Marketing Research pp 318. Menon, Anil, Sundar G. Bharadwaj, dan Roy Howell The Quality and Effectiveness of Marketing Strategy: Effects of Functional and Dysfunctional Conflict in Intraorganizational Relationship, Journal of the Academy of Marketing Research, Vol No pp 313. [...]
[...] Also said that the increasing commitment of the suppliers can create the quality of the relationship is high The Selling-In Distribution Ferdinand (2000) said that the distribution strategy is one of the areas of marketing strategy that is intended primarily to increase sales and market share to support sustainable growth. As an instrument for strategy, distribution policy can be used to competition managing under the assumption that the higher the intensity distribution is applied, the strength of the firm and the more likely that the goods or services offered can be sold on a particular target market. [...]
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