What is the orientation of transactional marketing?

Question

Question

This question was previously asked in

DFCCIL Executive (Ops & BD) 28th Sept 2021 Paper (Shift 3)

Answer 1

Service feature is the orientation of transactional marketing.

Key Points

Transactional marketing:

Transactional marketing techniques are employed by the organization when the organization focuses on the generation of sales through the best features on a product.
All the efforts are put into transforming the product rather than the customers.
A manager tries to put all the efforts into the better forms of products and services delivered through the products.
Special features are put into the product for the purpose of increasing the sales of the product. Major benefits are tried to be put into the product to make it most attractive to the customer.
The main feature of this type of marketing is that it involves the inclusion service feature to the product. There is no high customer commitment or customer benefit provided in this method.