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A key principle of relationship marketing is the retention of customers through varying means and practices to ensure repeated trade. This is accomplished by satisfying customer requirements more effectively than competing companies through a mutually beneficial relationship. Customer retention involves counterbalancing new customers and opportunities with current and existing customers as a means of maximizing profit.

Many companies in competitive markets will redirect or allocate large amounts of resources or attention towards customer retention. In markets with increasing competition, it may cost five times more to attract new customers than it would to retain current customers.

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Business marketing is the practice of organizations facilitating the sale of their products or services to other companies or organizations. Business marketing is the practice of individuals or organizations—including commercial businesses—facilitating the sale of their products or services to other companies or organizations that in turn resell them, use them as components in products or services they offer, or use them to support their operations.

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In the broadest sense, the practice of one purveyor of goods doing trade with another is as old as commerce itself. As a niche in the field of marketing as we know it today, however, its history is more recent. Business markets have a derived demand. This means that a demand in business markets exists only because of another demand somewhere in the consumer market. In other words, business markets do not exist in isolation. For example, the demand for restaurant furniture is based on the consumer demand for more restaurants.

Also known as industrial marketing, business marketing is also called business-to-business marketing, or B2B marketing, for short. They are local companies that supply various products. Business-to-business B2B markets differ from business-to-consumer B2C markets in many ways. For one, the number of products sold in business markets dwarfs the number sold in consumer markets.

Suppose you buy a computer from Dell. The sale amounts to a single transaction for you. But think of all the transactions Dell had to go through to sell you that one computer. Dell had to purchase many parts from many computer component makers. It also had to purchase equipment and facilities to assemble the computers; hire and pay employees; pay money to create and maintain its website and advertisements; and buy insurance, accounting, and financial services to keep its operations running smoothly. Many transactions had to happen before you could purchase your computer.

Business products can be very complex.

transactional marketing

Some need to be custom built or retrofitted for buyers. The products include everything from high-dollar construction equipment to commercial real estate and buildings, military equipment, and billion-dollar cruise liners. Business marketing generally entails shorter and more direct channels of distribution.

While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing. A single customer can account for a huge amount of business. Some businesses, like those that supply the U. Figuring out the buying dynamics of organizations can also be very complex.

Many people within an organization can be part of the buying process and have a say in what ultimately gets purchased, how much of it, and from whom.

Brand management

Having different people involved makes business marketing much more complicated, and because of the quantities each business customer is capable of buying, the stakes are high. However, B2B and B2C marketing do share some basic principles. Namely, the marketer must always:.

Social marketing is the systematic application of marketing to achieve specific behavioral goals for a social good. Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing has similar characteristics to marketing orientation but with the added proviso that there will be a curtailment of any harmful activities to society, in either product, production, or selling methods.

For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting them to make them follow speed limits. Social marketing is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals.

This is an oversimplification, as the primary aim of social marketing is social good, while in commercial marketing the aim is primarily financial. Social marketing has, in the last two decades, matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.

Relationship Marketing and Management

Health promotion campaigns in the late s began applying social marketing in practice. Notable early developments took place in Australia.

Service & Characteristics of Service - Marketing Management

WorkSafe Victoria, a state-run Occupational Health and Safety organization in Australia, has used social marketing as a driver in its attempts to reduce the social and human impact of workplace safety failings. Social marketing theory and practice has been progressed in several countries such as the US, Canada, Australia, New Zealand and the UK, and in the latter a number of key Government policy papers have adopted a strategic social marketing approach.

Green Marketing : Marketing sustainable ideals has come to the forefront of social marketing in recent years. A variation of social marketing has emerged as a systematic way to foster more sustainable behavior. Referred to as Green Marketing, it concentrates on the marketing of products that are presumed to be environmentally safe. Green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. It is a part of the new marketing approaches which do not just refocus, adjust or enhance existing marketing thinking and practice, but seek to challenge those approaches and provide a substantially different perspective.

A concept brand is a brand associated with an abstract concept like breast cancer awareness or environmentalism. A commodity brand is a brand associated with a commodity. Brands in the field of mass marketing originated with the advent of packaged goods in the 19th century.

What is transactional marketing? - Definition from

Industrialization moved the production of many household items from local communities to centralized factories. Factories established during the Industrial Revolution introduced mass-produced goods to sell their products to a wider market. It became apparent that a generic package for a good had difficulty competing with familiar, local products. Packaged goods manufacturers had to convince the market that the public could place just as much trust in the non-local product. Branding : Branding is the use of a symbol to show ownership of a certain product.

By the s, manufacturers began to recognize the way consumers were developing relationships with their brands in a social, psychological and anthropological sense. Proper branding can result in higher sales of not only one product, but on products associated with the brand as well.

Have you ever wondered what happens behind the scenes of a major new product launch such as a new iPhone or the latest version of a popular video game? Managing a supply chain and making sure production meets demand under tight deadlines can be incredibly complex and is critical to business success. In Operations Management , you will explore key aspects of business operations including capacity planning, productivity analysis and improvement, quality assurance and the concept of lean management.

Learn about tools and techniques for managing quality, computing cycle times for operations and organizing and configuring the various components of a supply chain.

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Operations Management. Proper management of the day to day accounting and finances of a business is critical to operations. In Accounting for Decision-Making , learn about different business organizations and the role of accounting in each. You will also learn how to read, analyze and prepare financial statements, an essential skill if you plan to start or run a business. Accounting for Decision-Making. How does your business compete in the industry? How can you create a competitive advantage? Are you able to adapt to a changing business environment? The ability to take a high-level, strategic view of a business is necessary to identify opportunities and to stay ahead of external forces such as new competition and changing consumer demand.

In Strategic Management , you will learn how to develop a business strategy including analyzing the competition and identifying ways that your business can gain a competitive edge. Strategic Management. The growth and maintenance of your business may require making major purchases, investments, mergers and acquisitions and more. Smart financial planning and decision-making create value for your organization and ensure its growth into the future. In Corporate Finance , learn the tools and techniques managers use to manage capital and maximize the value of a business.

Corporate Finance. Marketing is much more than simply advertising a product or service. You must identify and interact with your customer, stay on top of their changing needs and desires and deliver a strong value proposition. In Marketing Management , you will learn core concepts of marketing including segmentation, targeting, differentiation, product positioning and much more.