Relationship Marketing: Reaping and Sowing

Introduction

The purpose of this paper is to find one verse related to character and discuss that verse in the context of marketing. From this point on, the writer will refer to character and integrity interchangeably. Men and women of character are known as people of ‘integrity’. Organizations and companies that emphasize this quality tend to have lasting better perform. I will briefly discuss integrity as it applies specifically to relationship marketing. The verse this writer has chosen comes from Galatians chapter six verse seven as stated, “Do not be deceived: God cannot be mocked. A man reaps what he sows.” (Galatians 6:7 NIV)

Defining Integrity and Relationship Marketing

The dictionary defines integrity as “a firm adherence to a code of especially moral or artistic values, or incorruptibility; an unimpaired condition, soundness; or the quality or state of being complete or undivided. (Merriam-Webster) In the Bible, the Hebrew word translated “integrity” in the Old Testament means “blameless, flawless, perfect and innocence.” Integrity in the New Testament means “to be truthful, to tell the truth.” (Kohlenberger and Swanson).

Relationship Marketing is a concept in which companies’ aim to “build mutually satisfying long-term relationships with key constituents in order to earn and retain their business”. (Kolter& Keller, 2012 p. 20) Those key constituents consist of the following: customers, employees, marketing partners, and financial community members.

Comparisons and Application

There are three principles here that can be related to Relationship marking from the verse. These principles stem from taking a look at them from an agricultural standpoint. First is the principle that you reap what you sow. Secondly, you reap after you sow. Finally, you reap more than you sow. Let’s take a look at these principles.

In order to reap a harvest, seed must first be planted. Companies must make every effort to get out of the confines of the four walls and...