Marketing is the process of planning and executing the conception, pricing,

promotion, and distribution of goods, ideas, and services to create exchanges that
satisfy individual and organizational goals.
TRANSACTIONAL MARKETING
RELATIONSHIP MARKETING

Marketing can be defined simply as a transaction for profit - a sale. While you must make
sales for your business to generate profits, making a sale is only part of marketing. A sale is
a one-time event.
The transactional marketing approach seeks to make the largest number of sales possible.
Transactional marketers increase profits by increasing sales and lowering costs. While this
works as a marketing strategy, it leaves very little room for expanding profits when markets
are saturated or costs cant be lowered any further.
An example of this is when dairymen cant lower their cost of production any further but the
market is flooded with excess milk production. Prices paid to dairy farmers drop dramatically.
This marketing approach seeks to cultivate loyal, repeat customers.
Marketing is EVERYTHING you do to promote your business, from the moment you
conceive it to the point at which customers buy your product or service and begin to
patronize your business on a regular basis.
Relationship marketing can provide a lower cost and a more sustainable approach to
marketing for many small to mid-size businesses.
Relationship marketing is appealing because you have more control over your sales
initiative - a way to frame sales as part of a bigger picture. It implies that EVERYTHING
you do and say from the time you finalize your idea to the time you have repeat customers
IS marketing.
A prospect is a potential customer or sales lead which has been qualified as fitting certain
criteria.
having buying authority and being a key decision maker. indicated interest in the product
or service being offered is not always necessary.

Simply, We can say that a prospect is a customer having Potential to Buy.
Prospecting is the act of finding prospects. Additionally, it is the first phase of the
typical sales cycle

TYPICAL SALES CYCLE:
1. Prospecting
2. Follow Up Communication
3. Qualification
4. Selling Phase
Marketing management has the task of influencing the level, timings and composition
of demand in a way that will help the organization to achieve its objectives. Also, A
marketer has to take into consideration different types of demand for his product before
he comes up with a strategy.
1. Negative Demand
2. No Demands
3. Latent Demand
4. Declining Demand
5. Irregular Demand
6. Full Demand
7. Overfull Demands
8. Unwholesome Demand

If a major part of market dislikes the product and may even pay price to avoid it
called negative demand.
There is negative demand for following
1. Vaccination
2. Dental Work
3. Alcoholics

The marketing task is to analyze, why people doesnt like the product.
If there is no one interested to get the product or service in the market called no
demand.

Farmer may not interested to adopt the new methods of cultivation or students
are not interested in foreign language courses.

Marketing responsibility to aware the new methods and its benefits to raise the
demand in market.
Latent demand depends upon the strong need of customer and the existing
product cant fulfill customers need.

Demand for harmless cigrates
Fuel efficient cars

The marketing task is to measure the size of the potential market and develop
effective goods and services that would satisfy the demand.
A substantial drop in the demand for products in market is called declining
demand.

Boy scout enrolment among Pakistan students


The marketing task is to analyze the decline of demand in market and make sure
how to increase the product demand by applying different methods of marketing.
If demand that varies on a seasonal, daily or even hourly basis is called irregular demand.

This type of demand cause the idle capacity or overcrowded capacity.

Marketing Task to overwhelm the situation of irregular demand by using synchro
marketing.

SYNCHRO Marketing is the process to solve the problem of irregular demand.
For Example: Sea side hotels crowded in evening time instead of day time and cotton Shops
also crowded in summer session but never in winter season. To Overwhelm the condition
marketer use techniques to avoid the situation by increasing the prices with on seasons, by
providing maximum items in single store, by giving incentives and promotions.
When an organization entertains its full capacity of profit and highest sale in market called
full demand.

In this scenario marketing play its role to maintain the sale level and fiinds out the ways to
satisfy the consumer and make it possible to stay customer with its product. Marketing
finds the ways to face the competitors in the market.
When an organization works its high capacity to fulfill the customer needs and wants
and still demand exist for more called overfull demand.

In this type of demand companies use the DE marketing strategy to overwhelm the
situation.

DE-MARKETING:
De marketing is the effort to discourage(not destroy) the demand of the product which
a firm cannot supply in large quantity or doesnt want to supply in the region where
they are earning less profit.
De marketing process contains, higher prices, cut down promotions and incentives,
scaled down advertisement, reshape or re design the product.
Product being protested or there is harmful factor involves called unwholesome demand.

Unwholesome products will attract organized effort to discourage their consumption


Un-selling campaigns have been conducted against cigarettes, alcohols, hard drugs,
handguns and pirated movies.