New Theory of Marketing - Relationship Marketing.doc

 PAGE \* MERGEFORMAT 12 New Theory of Marketing - Relationship Marketing Over the last decade, as the world economic development on the increasing demand of marketing and marketing experts and entrepreneurs to the unremitting exploration and development of marketing theory and practice very quickly, in which a prominent feature of a variety of new marketing ideas and an endless stream of marketing tools. Some scholars claim that the West ‘have taken place in marketing, real changes in the normative’, or even that the marketing area of the ‘fundamental reshaping’. In all the changes they say, one important manifestation of the marketing concept is being asked by the trading relationship between marketing marketing development. 1, transaction marketing and relationship marketing to a different present, we generally accepted the concept of marketing is basically marketing the transaction (transaction marketing) concept. Its essence is to provide a seller’s goods or services in exchange for money to the buyer to realize the value of commodities, is’ buyers and sellers value of the exchange (the United States, Philip Kotler). The marketing concept in the trading market, the enterprises and customers and are - the kinds of purely trading relationship, both sides of contact only in the trading process, I sell you buy, the transaction is completed both parties will no longer maintain other relationships and contacts. Businesses can use their product, price, channels, promotions and other marketing mix elements and their immediate purpose is to influence, persuade decision-makers to buy in order to deal and achieve buy. As long as this purpose, the other have become unimportant. Obviously, the marketing concept in the trading market, the firm is entirely from their own interests to consider, the buyers and sellers is a basic conflict with, rather than mutually beneficial cooperation relationship. Relationship Marketing (relationship marketion) is far broader than the