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"Area Motor adalah toko suku cadang mobil di daerah Lubuk Begalung, kota Padang, Sumatera Barat. Memasuki usianya yang ke dua puluh lima tahun, Area Motor menghadapi situasi kompetisi yang semakin ketat dengan bertambahnya pesaing baru. Penelitian ini bertujuan untuk merancang strategi pemasaran bagi Area Motor yang berdasarkan konsep relationship marketing. Hasil penelitian memperlihatkan bahwa implementasi relationship marketing di Area Motor adalah dengan cara mengelola pelanggan tetap melalui strategi customer retention.

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Area Motor is a spare-part shop for cars and trucks in Lubuk Begalung, Padang,

West Sumatra. On its umping twenty-fifth year business, it is facing a tighter competition as more new shops oin the competition. Therefore, this research aims to analyze and design the marketing strategy for Area Motor on the basic of relationship marketing concept. The results reveal that Area Motor supposedly applies relationship marketing by maintaining existing customer through customer retention strategy."

"Today's marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help students understand how to create value and gain loyal customers, Principles of Marketing presents fundamental marketing information in a comprehensive format, organized around an innovative customer-value framework. New coverage in every chapter of this edition shows how companies and consumers are dealing with marketing and today's uncertain economy. Starting with a major new section in Chapter 1 and continuing with new sections, discussions, and examples integrated throughout the text, this edition shows how marketers must focus on creating customer value and sharpen their value propositions to serve the needs of today's more frugal consumers."