Marketing Communications: McDonald
Journalism & Communication
Pages 5 (1255 words)
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Q1: Lecture 2 suggests that marketing is about the creation and maintenance of mutually satisfying relationships. Briefly explain what marketing communication refers to when it talks of ‘relationships’ [with support from marketing communication literature].


However, the presence of a relationship between the firm and the consumer brings about additional value to both parties beyond the exchange of the product (Gronroos 2004: 9). Such a relationship may serve the role of building trust between the two parties, affording a sense of security and control to the customer and minimising risks associated with purchasing. Overall, relationship marketing promotes interactivity through two-way communication that is driven by customer-orientated rather than product-oriented efforts (Kitchen and Pelsmacker 2004). The aspects of relationship building entail commitment, trust, empathy, satisfactory experience and an effective communication. Palmatier (2008) confirms these aspects of relationship in marketing communications, arguing that the enduring desire to maintain the relationship and confidence in reliability and integrity in a partnership context strengthens firm-customer relationships. The concept of relationship in marketing communication has arisen due to the shift in focus from transactional marketing to a customer-oriented approach (Caemmerer 2009). Here, all marketing communication messages are integrated to generate, maintain and enhance the firm’s relationship with its customers. Here, high level customer contact, commitment to long term interaction and customer retention characterizes the concept of relationship in marketing communications. ...
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