In the definition of relationship marketing we read that
relationship marketing is the process of identifying, developing, maintaining
and terminating relational exchange to purpose of enhancing performance. In the
definition there are two type of exchanges: transactional exchange and
relational exchange. Complete Marketing Blog (www.youthhelpers.blogspot.com)
From the beginning of 20th century there was huge
focus on industries. Previously world economy relied on agriculture.
Agricultural products was on highest demand. There was fights on agricultural
land. Great Britten England captured India just because of it fruitful
agricultural land. But with the start of industrial revolution, trend shifted
from agriculture towards industry. People walked to the cities and
transportation system got progress. Heavy industries were made till the
technological revolution comes at the start of 1970’s. Complete Marketing Blog (www.youthhelpers.blogspot.com)
A general opinion about exchange is people were in the
transactional exchange at the start. But theory said that this is wrong. Let me
explain it. Could you think that in the barter system, when people exchange
goods with goods, they just meet once in a life? No, because resources were too
less to consume and necessities were definitely large so people tried to make
relationship for longer period so they easily made their transaction. Complete Marketing Blog (www.youthhelpers.blogspot.com)
With the beginning of industrial revolution, when
transportation system became so fast and quick and people were focusing on
cities, then companies just started heavy production at massive level. With the
help of transportation system it was so easy to reach the customer so at that
time companies produced mass level production and sell it, just sell it. No long
term relations were made in production era. Main focus were on production. Complete Marketing Blog (www.youthhelpers.blogspot.com)
Then technological revolution came and again people started
believe on relationships. Companies try to identify their customers and then
build relationships with them for longer period of time. Industrial revolution
was focused on production at massive level so there was trend shifted toward
transactional exchange. Complete Marketing Blog (www.youthhelpers.blogspot.com)