Transactional Marketing Essay

Marketing involves making consumers aware of the value of a product or service offering with the aim of increasing sales for the product or services, developing brand loyalty, and promoting the good or service. There are several techniques used by companies in marketing. These techniques are aimed at ensuring consumers are aware of how the new offering by the company satisfies their needs. Further, application of sound marketing techniques ensures that marketing is an exchange process that results in the long-term relationship. Transactional marketing and Relationship market are two of the common types of marketing applied by organizations who seek to develop their long-term relations with consumers or increase immediate sales for a product

It was the traditional focus for marketing and promotional campaigns. Transactional marketing focuses on attaining individual sales of a product through boosting volume of sales made for a product or service. It hence targets mass markets within a short period. Therefore, this technique invests little in strategies that strengthen customer service and experience of the product (Challagalla, Murtha & Jaworski 420). Also, the types of strategies used in transactional marketing are aimed at convincing the consumer to make the single purchase hence a single point sale strategy. The mass marketing strategies used in transactional marketing include gaining competitive advantage through low-pricing, cutting costs of production, return on investment and investing in market promotion (Challagalla, Murtha & Jaworski 420). Consequently, this marketing technique is focused on application of the 4Ps of traditional marketing mix, which are price, product, promotion, and place. Moreover, the marketing technique is applied on the assumption that proper price setting is enough to gain market share without much consideration for customer service. Promotional techniques involved include telesales, mass e-mailing, use of sales agents, and other similar promotional activities that are done after purchase of consumer information from Internet databases. However, such promotion does not have an after sale consulting services for customers hence making it unpopular. Also, the technique can be said to focus primarily on maximizing the profits of the company by attracting new customers to purchase the product offered by the