Any product or service can only be considered successful when they sell well in its comparative market. For this reason, marketing is an inseparable part of every business.
However, the marketing strategy is not a straightforward thing. Every product has a niche category and its dedicated market. Any product that is designed for the mass market may not satisfy everyone.
At this moment, the marketing strategy can be segregated into two parts. These strategies are transactional and relationship marketing.
Key Takeaways
- Transactional marketing focuses on individual sales transactions and short-term gains, while relationship marketing emphasizes long-term customer relationships and loyalty.
- Transactional marketing prioritizes product features and pricing, while relationship marketing prioritizes customer satisfaction and personalized experiences.
- Transactional marketing suits standardized, low-cost products, while relationship marketing is more effective for businesses with customizable offerings or services.
Transactional vs Relationship Marketing
Transactional marketing is a short-term approach that focuses on individual sales transactions, tends to be more focused on product features and benefits than on customer needs. Relationship marketing is a long-term approach that emphasizes building strong, ongoing relationships with customers.
Comparison Table
| Parameter of Comparison | Transactional Marketing | Relationship Marketing |
|---|---|---|
| What is it? | An aggressive marketing strategy where the primary goal of the business is to sell any product or service to the customer. | A sales strategy that utilizes good customer relationships for their product or service sales. |
| Time frame | Limited | Long term |
| Main objective | Maximize sales | Develop a good relationship with the customer |
| Marketing medium | Conventional advertisement | Word of mouth and social marketing |
| Cost | Expensive | inexpensive |
| Used by | Most fast-moving consumer goods (FMCG) companies. | Multi-level marketing (MLM) companies. |
What is Transactional Marketing?
Transactional marketing is an aggressive marketing strategy where the primary goal of the business is to sell any product or service to the customer.
Finding new customers for the product or services is a big part of this strategy. For this reason, marketing companies use advertisements to push forward transactional marketing strategies.
Transactional marketing does not accentuate post-sales service. Most advertisement agencies do not take customer feedback when using a transactional marketing strategy.
Even though this marketing strategy is very costly, it is very effective to sell large amounts of products or services to the mass market. A large number of potential customers must be available to make this strategy viable.
The best use of this marketing strategy can be found with festive season sales, sales at malls, buy one get one offer, etc. Various fast-moving consumer goods (FMCG) companies utilize this method of marketing.
What is Relationship Marketing?
Relationship marketing is a sales strategy that utilizes good customer relationships for product or service sales. This marketing strategy emphasizes the one-to-one relationship between the consumer and seller heavily.
Any time frame does not bind this marketing strategy. Instead of a quick sale, this marketing strategy takes time to deliver results. This marketing strategy depends on the brand value of the product.
Consumer feedback is an essential aspect of relationship marketing. The marketing company always needs to maintain two-way communications with the consumer.
Compared to other marketing methods, relationship marketing does not utilize conventional advertisements. Instead, relationship marketing methods use the mouth of word marketing or social media promotion.
This marketing strategy delivers better results where the number of consumers is limited. It helps buyers and sellers reach a satisfactory agreement before the exchange.
Main Differences Between Transactional and Relationship Marketing
- Transactional marketing expenses are high, and most small businesses cannot afford them. But the costs for relationship marketing are pretty low, and even small businesses can afford it easily.
- Most fast-moving consumer goods (FMCG) companies use a transactional marketing strategy. They provide festive season sales, sales at malls, buy-one-get-one offers, etc., to sell their products and services.
- http://www.jois.eu/files/JIS_Vol8_No1_Sonkova_Grabowska.pdf
- https://www.forskningsdatabasen.dk/en/catalog/2526389757
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