Marketing Communication & Customer Relationship - Research Paper Example

As opposed to relationship marketing, transaction marketing focuses on short term single transactions and to increase sales with them. The sales are focused on point of purchase and the long-relations with customers or long-term of these purchase is not thought of. Transactional marketing is considered primitive and ineffective in today’s times as it doesn’t help in building relations with the consumers and thus in the long run it is not beneficial.Acquisition marketing is when the marketer focuses on acquiring more and more customers without thinking about their sustainability.

The objective is to increase the total number of customers rather than increasing the sales per customer. Thus with such marketing, sales is increased but customer relation is not focused upon.Retention on the other hand is retaining the current customers instead of making efforts to increase the total number of customers. The target is the existing customers rather than new customers and to build long term relations in such a way that they increase their purchases over time.Relationship marketing has had a major impact on McDonalds.

This is evident by the vast expanse of the customer base that the firm has. They focus on building long term relations with the customers and their primary objective is to make sure that the customers are fully satisfied. The firm focuses more on retention than on increasing the number of customers. The firm has also employed several methods to retain their customers like their comment cards, emailing, through their websites, mobile marketing etc to make sure that the customers are aware of their latest promotions and that they keep coming back for more.