Transactional vs. Relationship
TRANSACTION MARKETING
• Single purchase
• Limited customer contact
• Focus on product benefits
• Emphasis on short-term performance
• Limited customer service
• Goal of customer satisfaction
• Quality a manufacturing responsibility
RELATIONSHIP MARKETING
• Repeated sales
• Close/frequent customer contact
• Focus on value to customer
• Emphasis on long-term performance
• High level of customer service
• Goal of delighting the customer
• Quality at total organization responsibility
Saturday, January 17, 2009
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