Relationship Marketing

1.

A). Evaluate why relationship marketing may be better approach than the traditional marketing?

Introduction:

Starting from the launch of the products every organisation needs a platform to promote their product to increase the sales. Earlier it was traditional marketing where it came into existence, traditional marketing is a kind of system where the customers are focussed only for the single transaction and is not focussed on multiple transactions. Relationship marketing is based on the customer’s interest, products or services are designed based upon on the customers and maintaining the quality consistently.

Relationship Marketing is better than Traditional Marketing:

There was criticism on the traditional approach as it handles every customer in the same manner and takes for single transaction and the relationship marketing came into existence.

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As the technology advances basic traditional system has been updated to a new kind of marketing approach. Where the main power is in the hands of customers. With this technique every organisation successfully retained the old customers consistently and new customers are too attracted.

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According to Liam Alvey (Berry, Leonard (1983). Relationship Marketing. American Marketing Association, Chicago. p. 146), relationship marketing can be applied when there are competitive product alternatives for customers to choose from; and when there is an ongoing and periodic desire for the product or service.

Quality:

Any quality of the product is consistently maintained or improves further in the relationship marketing kind of approach. As it is kind of interactive way of approach by understanding the customers pulse. In every transaction seller notices the wants of the buyer and try to maintain to that standard by improvising the product or service. Even the buyer will be returned next as the seller is maintaining the...