Scribd Logo
Upload

Welcome to Scribd!

  • Transaction vs. Relationship

    Uploaded by

    Danny Wong
    1 views1 page

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1 views1 page

    Transaction vs. Relationship

    Uploaded by

    Danny Wong

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Transaction or Relationship?

    TRANSACTIONAL vs. RELATIONSHIP


    ORIENTATION IN MARKETING

    TRANSACTION MARKETING RELATIONSHIP MARKETING


    9Single purchase 9Repeated sales
    9Limited customer contact 9Close/frequent customer contact
    9Focus on product benefits 9Focus on value to customer
    9Emphasis on short-term performance 9Emphasis on long-term performance
    9Limited customer service 9High level of customer service
    9Goal of customer satisfaction 9Goal of delighting the customer
    9Quality a manufacturing responsibility 9Quality at total organization responsibility

    You might also like