The House. In gambling, it's the facility that makes all of the money. They set the rules, and if you choose to play by their rules you'll ultimately lose.
- Organic Sales ... customer buys from you without the aid of marketing because the customer loves you.
- Relationship Sales ... customer buys from you because of relationship marketing efforts including catalogs, email marketing, loyalty programs, and events.
- Transactional Sales ... customer buys from you because the customer has a need at a point in time and third parties connect the customer to you.