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2. Meaning
TM RM
● Transactional marketing is
a business strategy that
focuses on “single point
of sale”.
● Relationship marketing is
a business strategy that
seeks to establish long
term relationship with its
customers rather than
focusing on single
transaction.
3. Objectives
TM RM
● Is to maximise the
efficiency & volume of
individual sales rather
than developing a
relationship with buyer.
● It focus not only on
individual customers but
on all the stakeholders in
order to manage a
relationship that adds a
value to each person.
4. Focus
TM RM
● The transactional
marketing focus on
recruitment of customers
for single sale.
● Relationship marketing
focuses on customer
retention.
5. Orientation
TM RM
● Is oriented on product
features.
● Is oriented on product
benefits and system
solutions.
7. Information
TM RM
● Transactional marketing
information is content of
communication.
● Relationship marketing
information is product
of communication.
8. Contact
TM RM
● There is low contact with
its customers.
● There is high contact with
its customers.
