Marketing Issues

Journal 1: Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps

The journal discussed about the relationship between relationship marketing and conceptual marketing. According to Zineldin, M. and Philipson, S. (2007), relationship marketing emphasizes on the organization of marketing activities around cross functional processes as opposed to organizational functions or departments. Therefore it will result a stronger link between the internal processes and the needs of customers, and plus there will be higher levels of customer satisfaction. However the problem with the relationship marketing is when there is a lack of coordination and cooperation across departments and functions. The result for this is low level of corporate performance and even lower levels of customer satisfaction.

Besides, that the author of this journal also mentioned that Kotler argues that when the customer has short-time horizon and can easily switch from one supplier to another supplier without have to spend more, therefore transactional marketing is more useful than relationship marketing. He also argues that the use of transactional or relationship marketing is all depends on the industry and the needs of the customer.

Under a relationship concept, as well as the marketing concept, it focuses on satisfying the customer’s needs and wants. In this point of view, it is much more appropriate strategy because building long-term relationship with the customer is favourable compared to focus on short-term profits and sales.

The author, Zineldin, M. and Philipson, S. (2007), agrees that by just adding the new number of elements, categories, components or PS is not enough to offer fundamental improvement in marketing (4Ps, politics, public relations, customer services and so on). However, they disagree with the meaning, philosophy and important of marketing mix approach. The marketing mix is still valid and helpful regardless of any industries. If the...