| Criterion |
Traditional marketing |
Relationship marketing |
| The priority in the field of management focus |
Focusing on individual transactions and attraction of new customers |
Focusing on repeats purchases and keeping on existing customers |
| The temporal characteristic of relations |
Single short-term contacts with clients, forming short-term relationship perspective |
Constant frequent contacts with clients based on long-term relationship perspective |
| The qualitative characteristic of relations |
Distanced relationship based on mutual benefits |
The close personalized relationship based on commitment and trust to the partner |
| Marketingfocus |
Focus on the improvement of product or service |
Focus on relationships and their effective construction with clients and all partners on the market |
| Approachtostakeholders |
Generalapproach |
Individualapproach |
| Qualityofservice |
Mostly weak emphasis on customer service |
A strong emphasis on customer service |
| Competitiveadvantages |
All components of the "4P" concept are product, price, promotion and place |
Long-term and close relationships, an individual approach to clients and creation of customer value |
| The interactive characteristic of relations |
Low degree of interaction with customers, the lack of feedback and complete information about the company |
High degree of interaction with the customer, the presence of feedback and complete information about the company |
| Targetsettings |
A representative of each party aims to obtain his own benefit; each participant has his own goals and tasks |
A representative of each party aims to obtain his own benefit, which is a common benefit; goals and tasks are common |
| Attitudetothecustomer |
Weak desire to meet customer expectations; latent needs are not taken into account |
Strong desire to meet customer expectations; the whole range of human needs is taken into account |
