Transaction oriented marketing and relationship theory

transaction oriented marketing and relationship theory

Services organisations have used the traditional marketing theory and RM as Keywords: transactional marketing; 7Ps; 4Ps; relationship marketing; RM; customer oriented and systematic procedures for a successful service delivery. We can see from this table that relationship and transactional marketing are of ' exchange' and 'interaction' in marketing provide the theoretical antecedents for. Relationship marketing views the person behind the sale. Transactional marketing is focused on a single objective, and that is making the sale. Transactional.

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. 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.

Marketing Exchange Process

The stores that carried their products exclusively built and maintained the client relationships. Now, manufacturers are reaching their customers more directly, branding and building relationships through interactive and educational features on their websites, blog articles and posts on their Facebook pages.

transaction oriented marketing and relationship theory

Retaining Customers When your business is moving product, it may be tempting to put all resources into marketing tactics that bring immediate results. 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.

transaction oriented marketing and relationship theory

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. As we have seen with customer service, companies have realized the financial value of keeping customers and the life-time value of loyal customers is huge. This recognition of the financial pay-off of building long-term, lasting relationships with customers is now increasingly recognized in consumer goods markets.

This can substantially help reduce the time, effort and risk in making a purchase. In addition, many RM campaigns used in consumer markets involve some sort of financial inducement for the customer to become involved in a long-term relationship with the marketer — loyalty cards, air miles and bonus points are examples of inducements designed to encourage the customer up the ladder of loyalty.

Difference Between Relationship Marketing & Transactional Marketing

RM would not have increased if there were no benefits for the customer. Again, in the case of B2B customers these benefits are readily identified and easier to communicate as they are principally financial in nature, e.

transaction oriented marketing and relationship theory

Through RM, companies are able to develop collaborative ventures with customers or suppliers with regard to developing new products. Clearly, JIT and collaborative new product development require long-term relationships between customers and marketers. Overall, as one would expect from any successful relationship, both parties need to feel they can benefit if RM is to be appropriate and successful.

In this respect, Bund-Jackson14 suggested that the development of a RM approach is not always appropriate for all customers.

She suggests that some customers are better managed through the traditional transaction marketing approach.

Relationship Marketing vs. Transactional Marketing | Your Business

Can you identify which is which? These strategies can be separated into two categories of marketing: What is Relationship Marketing? Relationship marketing is a strategy in which businesses work to build and establish long-term relationships with their customers.

transaction oriented marketing and relationship theory

Instead of focusing on selling one product or having one interaction, brands that engage in relationship marketing are focused on efforts to build bonds and loyalty between the business and its audience. By implementing tactics such as buyer incentives coupons and promotionsengaging in conversations on social media, and referral programs.

Relationship marketing is a lengthier process than transactional marketing, requiring more time, energy and resources than the short-term presence of transactional marketing, which relies on acquiring new customers through completed transactions.

Difference Between Relationship Marketing & Transactional Marketing |

What will you do to keep those new customers long-term, however? Ah, that's where relationship marketing comes in.

So, you can see, how relationship marketing and transactional marketing might co-mingle: