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Transctional and Relationship Marketing

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Exhibit 1.4 summarizes the differences between firms that embrace transactional marketing and those that choose relationship marketing. Distinguish the situations in which transactional marketing would be recommended from those that would favor relationship marketing. Construct a set of contingencies for marketing managers to use in deciding whether transactional marketing or relationship marketing will be more effective in different situations. Give an example of a company that uses transactional marketing and an example of a company that uses relationship marketing mapping each company's situational characteristics to the contingency recommendations you identified.

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Solution Summary

The solutions discusses how an international uses both transactional and relationship marketing to expand its reach and engage with its consumer base.

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Below is a company that uses transactional marketing.

McDonald's. The brand is based off of transactions. Every product it makes is advertised through transactional marketing. The commercials and print ads highlight the products and entice consumers to make to purchase. To breakdown this type of marketing further, transactional marketing is supported by the four Ps, which are:
1. Product
2. Pricing (Think dollar menu)
3. Placement (The ads are strategically placed, as is its golden arches)
4. Promotion (Happy meals are advertised on children's channels)

Below is a company that uses relationship marketing.

McDonald's. Can it be that one company can promote transactional marketing and relationship marketing concurrently? Yes...through social ...

Solution provided by:
Jo Ann Prevetti, MBA, PhD (IP)
Education
  • Master of Business Administration, University of Phoenix
  • Bachelor of Science in Paralegal Studies, Kaplan College
  • Business Diploma, Katharine Gibbs Business College for Women
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