Relational marketing appeared as an attempt to overcome the constraints of transactional marketing, aiming to develop and preserve long term relations with clients by satisfying their needs and increasing value. In practice, however, there is no accurate understanding of the way the Relational Marketing has been applied in Latin American mass consumer markets and in particular, Peru. In response, a multiple case study was conducted, compiling and analyzing data from three companies in Lima, Peru, to determine the applications of these marketing paradigms. The most significant findings reveal that in applicative fields the transactional and relational paradigms are applied simultaneously, thus denying any potential evolution from the former to the latter.

Se analizó la relación entre estrés, problemas más frecuentes y estilos de afrontamiento en 123 estudiantes universitarios de la especialidad de psicología de una universidad particular en Lima, mediante cuatro instrumentos: a) Ficha Demográfica (Cassaretto, Oblitas & Valdez, 2000), b) Cuestionario de la Respuesta de Estrés (Valdez, 1999), e) Inventario sobre Estilos y Estrategias de Afrontamiento (Carver, Scheier & Weintraub, 1989) y d) Cuestionario de Problemas (Seiffge-Krenke, 1995). Se consideraron las variables edad, sexo, trabajo, respuestas de estrés, problemas y estilos de afrontamiento. Los hallazgos indicaron que a mayor edad mayores niveles de estrés, y que estos eran más elevados al evaluarse los problemas relacionados con el futuro y el sí mismo; por otro lado, los estilos centrados en el problema y la emoción son los más utilizados en el afrontamiento y los que...

The relations among stress, problems and coping styles among 123 psychology  students. in aprivate university in Lima, were analyzed. Four instruments were used: a) Demographic Sheet (Cassaretto, Oblitas & Valdez, 2000), b) Stress Response Questionnaire (Valdez, 1999), e) Co ping Inventory (Carver, Scheier & Weintraub, 1989), d) Problem Questionnaire (Seiffge­ Krenke, 1995). Variables as age, sex, job, stress responses, problems and coping styles were considered. The results showed that older people have higher stress levels, the problems related with future and self being the most stressful; finally, problem and emotion coping styles are re­lated to lower levels of stress.

The relations among stress, problems and coping styles among 123 psychology  students. in aprivate university in Lima, were analyzed. Four instruments were used: a) Demographic Sheet (Cassaretto, Oblitas & Valdez, 2000), b) Stress Response Questionnaire (Valdez, 1999), e) Co ping Inventory (Carver, Scheier & Weintraub, 1989), d) Problem Questionnaire (Seiffge­ Krenke, 1995). Variables as age, sex, job, stress responses, problems and coping styles were considered. The results showed that older people have higher stress levels, the problems related with future and self being the most stressful; finally, problem and emotion coping styles are re­lated to lower levels of stress.