. Exhibit 1.4 summarizes the differences between firms that embrace transactional marketing and those that choose relationship marketing. Distinguish the situations in which transactional marketing would be recommended from those that would favor relationship marketing. Construct a set of contingencies for marketing managers to use in deciding whether transactional marketing or relationship marketing will be more effective in different situations.Give an example of a company that uses transactional marketing and an example of a company that uses relationship marketing mapping each company's situational characteristics to the contingency recommendations you identified.