Which marketing strategy focuses on maintaining relationships with current customers?

The strategy that focuses on maintaining relationships with current customers is relationship marketing. This approach emphasizes building and maintaining long-term relationships with customers rather than just seeking one-time transactions. By understanding customer needs, preferences, and behaviors, businesses can create personalized experiences and foster customer loyalty, which leads to repeat business and referrals.

Relationship marketing prioritizes communication and engagement with customers, encouraging feedback and providing value beyond the actual sale. This strategy is particularly effective in environments where customer retention is crucial for profitability and where cultivating brand loyalty can set a business apart from its competitors.

The other options represent different focuses: sales orientation targets acquiring new customers through aggressive selling, production orientation emphasizes efficient production processes and product availability, and social marketing orientation incorporates societal welfare into business practices, which doesn't center on maintaining customer relationships in the same direct way that relationship marketing does.