GHO is a company that rents motorbikes and scooters to individuals through a small chain of stores. In order to improve customer service levels, The Marketing Director (MD) has told the Marketing Manager (MM) that she must change the marketing approach from transactions marketing to relationship marketing. The MM is unsure what the MD means, and has asked for your advice.

Place the following characteristics of relationship and transactions marketing into the correct category in the table below. (5)

• Concentrates on product
• Service quality is a critical success factor
• Requires detailed knowledge of customer needs
• Motorbike and scooter quality is a critical success factor
• Little emphasis on repeat rental