... according to Levitt (2006) may end when the sale is complete, the closure of the sale may not be the closure at all, but a beginning of an intimate relationship as the quality of the product or services may determine the buyer's choice next time around. It is therefore paramount for management to think strategically and map out opportunities to attract and retain customers. Marketing in this volatile environment could be simulated to a bachelor who goes on his knees asking the most beautiful woman in his life to marry him. At this stage it is the bachelor's charisma that makes the woman consider the proposal, quality is considered later. After the marriage is pronounced, Levitt (2006) suggests that the product will no longer be merely an item, but a whole bundle of values that satisfy the buyer. With reference to the marriage analogy, it should be noted that the ...

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