What encompasses the activities that build and maintain beneficial ties with customers?

The concept that encompasses the activities aimed at building and maintaining beneficial ties with customers is relationship management. This approach focuses on creating and sustaining positive interactions with customers to foster loyalty and enhance their overall experience with a brand. Relationship management can include a variety of strategies, such as personalized communication, customer support, loyalty programs, and feedback systems, all designed to strengthen connections and encourage long-term engagement.

Sales management primarily deals with the processes and strategies related to selling products or services and managing a sales team. While it can involve some elements of customer interaction, it does not specifically focus on the broader relationship-building aspect.

Market analysis involves researching and assessing the market, including studying customers, competitors, and industry trends. While understanding customer needs and behaviors is a part of this, it does not actively focus on maintaining relationships with customers.

Product development refers to the creation and improvement of products or services to meet customer needs and market demands. While it can indirectly enhance customer relationships by aligning offerings with consumer preferences, it is not primarily concerned with the ongoing management of customer interactions.

Thus, relationship management is the most accurate term to define the activities aimed explicitly at fostering and maintaining beneficial ties with customers.