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The Major Problem With The Marketing Mix Is Their Position, In Many ...


The major problem with the marketing mix is their position, in many situations they are the only acceptable marketing paradigm. Relationship marketing is a different approach compared to achieving exchanges in isolated transactions through the use the marketing mix (Brassington, F. & Pettitt, S 2003). Relationship marketing is at one end of the continuum, at the other end of the continuum is transaction marketing where the focus of marketing is on one transaction at a time. Therefore, marketing revolves around creating single transactions or exchanges at a time and not around building long-term relationships (Groucutt, J. et al 2004).
The time perspective of marketing differs depending on where on the continuum a firm is. As transaction marketing means that the firm focuses on single exchanges or transactions at a time, the time perspective is rather short. The unit of analysis is a single market transaction. Profits are expected to follow from today's exchanges, although sometimes some long-term image development occurs. In relationship marketing the time perspective is much longer. The marketer does not plan primarily for short-term results. Their objective is to create results in the long run through enduring and profitable relationships with customers. In some cases, single exchanges may even be unprofitable as such. Thus, relationships as such are equally the units of analysis (Gronroos, C 1989).
The marketing mix, of marketing techniques such as pricing, packaging, and advertising used to promote the sale of a product are too prescriptive when used on services. The customer relationship approach blends itself with the characteristics of services as identified by Lovelock, and allow for the simultaneity and perishability of the transaction. Theorists agree that marketing skills for the service sector require their own models, and the established product models do not transfer easily to service sectors.

References
Brassington, F. & Pettitt, S. (2003) (3rd Edition) Principles of Marketing
Prentice Hall, London
Doyle, P. (2000) Value based marketing
Wiley Press, Chichester
Gronroos, C (1989) Defining marketing: a market-oriented approach
European Journal of Marketing, Vol. 23 No. 1, 1989
Groucutt, J. et al (2004) Marketing Essential Principals and New realities
Kogan & Page, Great Britain
Lovelock, C (1983) Classifying services to gain strategic marketing insights
Journal of Marketing, Vol. 47, summer
Reichheld, F (1993) Loyalty-based management
Harvard Business Review, Vol. 71, March-April 1993
Shostack, L (1977) Breaking free from product marketing
Journal of Marketing, Vol. 41
Zeithaml, V (1981) How consumer evaluation processes differ between goods and services, in Donnelly, J.

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