Relationship marketing and transactional difference

relationship marketing and transactional difference

Transactional marketing is completely focused on making sales. It has strategies such as; advertising and promotions which direct the proces. One is focused on customers; the other is focused on sales. What's a marketer to do? In this lesson, we'll talk about the basics of relationship and transactional. What Is the Difference Between Promotional Push Strategies & Promotional Pull Relationship marketing has broader, longer-term goals than transactional.

Transactional Selling vs. Relationship Marketing

The salesperson concentrates only on closing the sale. Relational Marketing Relational marketing attempts to create a relationship between the customer and the salesperson or business. Because of the relationship, customers will feel a loyalty to the business and return for future purchases.

Relationship Marketing vs. Transactional Marketing | Your Business

Relational marketing is important for large purchases like purchasing a car or home, but pure relational marketing runs the risk of building a relationship without closing the sale. Appropriate Use Transactional marketing is most appropriately applied to one-time purchases where a hard sell is necessary to close the sale. For a one-time sale, there is no expectation that the customer would return for repeat business, so closing the sale with a hard sell is possibly the best choice.

However, a hard sale tactic would annoy customers at the supermarket and discourage repeat business. Repeat business situations call for relational marketing and gentle point-of-sale techniques.

Finding Middle Ground Most businesses use a mixture of relational and transactional marketing.

relationship marketing and transactional difference

The salesperson attempts to build a relationship with each customer while still attempting to close the sale. The buyer is interested in the best possible value, and the marketer with revenue from the exchange.

There is little emphasis on customer service or long-term relationships by either party — typically found in a relationship where a buyer of a raw material such as steel plate purchases purely on price, specification and delivery.

With RM the emphasis switches to developing a longer-term and more interactive set of relationships between the marketer and customer based on partnership and sharing. Although transactions and immediate satisfaction are still important to both parties, in RM the success of the exchange is the extent to which both parties benefit thorough co-operation and agreement.

Relationship marketing and transactional marketing compared and contrasted Marketing Management

Transactions cease to be negotiated each time and become part of a longer-term routine. The outcome of successful relationship marketing is the development of solid, dependable supplier—customer relationships which form the basis of a marketing network and represent a valuable marketing asset.

By so doing, the bureaucratic process of sending out enquiries, receiving quotations, placing the order and following up the order can be short circuited. 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. We can see from this table that relationship and transactional marketing are different in several respects.

Transactional Vs. Relational Marketing |

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. 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.

relationship marketing and transactional difference

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. 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.

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