CRM : Transactional Marketing vs. Relationship Marketing

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