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102). It became apparent that mass advertising and promotional programs were quickly losing their effectiveness. Several new segments began to appear and it was becoming costly for companies to satisfy these customers with the same approaches. Southeast Asian companies entered the markets and began using their core competency of operational efficiency to lure customers and price competition to beat competitors. However, the same did not translate into sustainable competitive advantage for most of the players as brand loyalty and profit margins continued to decrease (LeSueur, 2007, p. 98). Experts were quick to realise that the rules of the game have changed and companies that wish to survive and prosper will have to differentiate between transactional marketing and relationship because the former only focuses on customer acquisition, whereas, the latter has a more balanced focus on customer acquisition and retention (Nash, 2000, p. 52). Discussion At its very core, the goal of marketing is to generate value for the customers while also maximising the profits of the organisation. ...Show more


Running Head: Marketing Marketing Table of Contents Table of Contents 2 Transactional Marketing versus Relationship Marketing 3 Introduction 3 Discussion 3 Conclusion 7 Direct Marketing: Every Customer as an Investment 8 Introduction 8 Discussion 9 Conclusion 12 References 13 Transactional Marketing versus Relationship Marketing Introduction During the last few decades of the 20th century, experts have noticed a transition from brand value to customer value…
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