Compare transactional and relationship marketing

Relationship Marketing vs. Transactional Marketing

compare transactional and relationship marketing

We can see from this table that relationship and transactional marketing are different in several respects. But why has RM emerged and what has given rise to . Transactional Marketing is a traditional marketing approach that concentrates only on Comparison between Transactional and Relationship Marketing. So, you can see, how relationship marketing and transactional marketing might co-mingle: new customers pulled in Comparing and Contrasting Styles.

By so doing, the bureaucratic process of sending out enquiries, receiving quotations, placing the order and following up the order can be short circuited.

compare transactional and relationship marketing

RM, as opposed to traditional transactional marketing, can be seen as opposite ends of a continuum. The distinctions between transaction marketing and RM already highlighted, together with additional key areas of difference are summarized by Kotler et al.

Relationship Marketing vs. Transactional Marketing: A Biased Discussion

We can see from this table that relationship and transactional marketing are different in several respects. But why has RM emerged and what has given rise to this paradigm shift in the concept of marketing? However, as Lancaster and Massingham12 point out, the growth of RM has more pragmatic causes.

Transactional Selling vs Relationship Selling

Put simply, they assert, both marketer and customer have increasingly recognized that relationship marketing, and in particular the requirements needed to develop effective relationship marketing such as the building of strong trust and confidence between the two parties, the exchange of information and effective communication, and mutual support, simply makes good sense.

In particular, this commonsense approach concerns the building of strong trust and confidence between the two parties, the exchange of information, effective communication and mutual support, and this can only be good for business relationships. For example there is a whole network of parties involved in the chain of supply, manufacture and marketing including raw material suppliers, suppliers of finance, distributors and intermediaries and a whole array of service agencies like advertising and market research agencies.

The suggestion is that we plan marketing strategies around the whole network of supply and marketing. Perhaps this explains why RM first began to emerge in B2B markets, where it was readily seen to make good commercial sense in terms of improving customer retention rates. Estimates vary, but on average it can be up to six to eight times more expensive to create a new customer than to keep an existing one. For the marketer, building long-term relationships with customers can lead to substantially lower marketing and other costs, e.

Selling costs can be lower, particularly in B2B markets where salespeople spend less time having to prospect for new customers. Both implicitly and explicitly, RM focuses on customer retention. Ah, that's where relationship marketing comes in. So, you can see, how relationship marketing and transactional marketing might co-mingle: Likewise, customers nurtured through relationship marketing must be targeted in a transactional sense to encourage them to make purchases and spend money.

Transactional Vs. Relational Marketing | jogglerwiki.info

What is Transactional Marketing? Where relationship marketing focuses more on building connections and bonds, transactional marketing is more geared toward making a sale. This includes what some people might consider aggressive sales tactics think ''limited time offer'' and ''call now!

compare transactional and relationship marketing

Transactional marketing also focuses heavily on product features and value in order to create more transactions to pad the bottom line. For example, if you've ever attended a timeshare presentation or perhaps heard about oneyou know that sales agents use intense selling tactics in order to close the deal.

These sales agents aren't necessarily concerned with building lifelong relationships, but getting new timeshare owners to sign on the dotted line.

Difference Between Relationship Marketing & Transactional Marketing | jogglerwiki.info

Comparing and Contrasting Styles So, let's take a moment to get an at-a-glance view of the important points of relationship and transactional marketing: These marketing efforts are investments in the promise of long-term sales. Face-to-face interaction is less frequent, and many more services and product transactions are occurring behind a computer screen. With a few clicks on their keyboards, clients can access a world of information that influences their purchase decisions, making the client relationship more important than ever.

compare transactional and relationship marketing

While the Internet has reduced face time with clients, it has provided more and different avenues to develop relationships with current and prospective clients. Some product companies never had direct relationships with their customers before the proliferation of the Internet and social media. The stores that carried their products exclusively built and maintained the client relationships.