ABSTRACT
This chapter describes each of the market exchange situations with reference to empirical evidence. Although adaptation goals are critical across a range of environments, integration goals have a positive effect only in the growth stages of market evolution. A research has begun to address the environmental appropriateness of relationship marketing activities by drawing on contingency theories. More specifically, four gestalts, or market eras, can be identified: emergent marketing in 1985–1990, order taking in 1991–1995, transactions in 1996–1998, and relationships and the 4Ps from 1999 onward. Companies motivated to learn from one another thus likely enjoy long-term continual relationships, which in turn encourage them to collaborate more closely in dynamic markets. Relationships with customers, suppliers, and end users also evolved, with wineries forming deeper relationships and taking a more strategic view of relationships. The resulting market exchange depends on the market environment, as well as the buyer's and seller's interpretation of the market environment.
