Criticisms of traditional marketing approach

the traditional marketing mix approach of the 4Ps may be criticized for a number of reasons.
These may be summarized as follows:

1. The approach assumes that all clusters or segments of customers are similar and
may be treated in a standardized way.
2. The approach assumes consumers are passive absorbers of marketing information.

However, with advances in multimedia technology, there are increasing opportunities for
two-way communication and interaction between consumers and marketing organizations
using interactive media. Consumers are also increasingly communicating with each other
about marketing organizations

3. It assumes short-term and often one-off transactions based around the exchange of goods
for money. So, the focus of this approach is on a core product or service that is exchanged
almost entirely for money with little value added in terms of additional services.

However, the notion of a product with features that customers inspect and then buy is too
simplistic! In many markets there is a periodic and ongoing demand for products or services
giving the opportunities for some sort of ongoing relationship to develop between the
provider and the customer (again, think of a trip to the hairdresser, dentist or corner shop!)
So, in a relational context, the offering includes both a core product and additional value-
adding aspects. This may be something as simple as a social chat about where you are
planning to go on holidays, to collecting points on a loyalty card. Thus, in a relational
context, the value-adding offering and its management can become extremely complex.

3. Finally, it over-simplifies the variables required within certain marketing contexts

and fails to capture the broader complexity inherent in many markets.
Factors Influencing the Development of RM
1. The maturing of services marketing