The Reason for the Shift from Transactional To Relationship Marketing Essay

The Reason for the Shift from Transactional To Relationship Marketing - Essay Example This paper illustrates that strategies harnessed by relationship marketers to achieve their goals include focussing on retaining customers and long-term view of business relations as shown by Jaguar Land Rover Plc, focus on providing value to the customers as depicted by Mercedes-Benz, emphasizes on the provision of great service to clients as depicted at Starbucks. There is also an emphasis on quality relationships and customer contact through social media, email and text messages with this strategy exemplified by Starbucks and Costa Coffee. Business to business (B2B) approach of relationship marketing between one firm to another and focuses on the features of the product and there is the lack or very little personal emotion between the representatives of the two organizations involved. The operational guidelines of the business are the main emphasis for understanding through searching more information on the organization, and there is the requirement for marketing to be in-depth in business to business marketing. The effectiveness of marketing is dependent on the ability of the product to save time, resources, and money. On the other hand, relationship marketing approaches on business to consumer is giving a focus on product benefits and decisions have the personal emotional attachment. The message has to be short and less informed, focus on product benefits, and getting right to the point. Purchasing decisions by consumers base more on emotion.