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The Shortcomings Of The Traditional Marketing Mix And Relationship Marketing

1081 Words5 Pages

The traditional marketing mix framework excelled in the 1960’s and 1970’s business world of mass-marketing and impersonal pushing of products and services, becoming one of the fundamental marketing paradigms, and still is today. However, due to significant cultural, social, demographic, political and economic influences during the last few decades, combined with rapid technological advances, consumer needs nature and behaviour have radically transformed. The business world today has completely shifted from this mass marketing era to a customer centric focus. The modern consumer is demanding, individualistic, involved independant, better informed and more critical (Capon and Hulbert 2000; Lewis and Bridger 2000). Increased consumer power and easy access to online global firms and marketplaces have intensified the pressure on marketers to switch from the out-dated mass marketing strategies towards personalised, interactive and sincere, direct dialogue with customers. This has caused major limitations within the marketing mix. The main shortcomings of the mix are it’s internal orientation, lack of personalisation and lack of strategic elements. Many believe it should no longer be considered as the foundation of consumer marketing management (Cahoto et al, 2013). I will go on to discuss these limitations in more depth with regards to relationship marketing and e-commerce.

Marketing Mix and Relationship Marketing
The 1960’s and 1970’s focus on sales volume through the

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