prom ot ions ▁( g iving ▁disc ount s ▁or ▁other ▁prom ot ional ▁in cent ives ▁to ▁purch as ers ▁of ▁related ▁products ), ▁loyal ty ▁programs ▁( g iving ▁in cent ives ▁for ▁frequent ▁purch ases ), ▁increasing ▁switching ▁costs ▁( adding ▁term ination ▁costs ▁such ▁as ▁mort g age ▁term ination ▁fe es ), ▁and ▁integr ating ▁computer ▁systems ▁of ▁multiple ▁organizations ▁( prim arily ▁in ▁industrial ▁market ing ). ▁ ▁Many ▁relationship ▁mark eters ▁use ▁a ▁team - based ▁approach ▁due ▁to ▁the ▁concept ▁that ▁the ▁more ▁points ▁of ▁contact ▁between ▁the ▁organization ▁and ▁customer , ▁the ▁stronger ▁the ▁bond ▁and ▁the ▁more ▁secure ▁the ▁relationship . ▁ ▁Application ▁Rel ations hip ▁market ing ▁and ▁traditional ▁or ▁transaction al ▁market ing ▁are ▁not ▁mut ually ▁exclusive , ▁and ▁there ▁is ▁no ▁need ▁for ▁a ▁conflict ▁between ▁them . ▁In ▁practice , ▁a ▁relationship - orient ed ▁mark eter ▁still ▁has ▁choices ▁depending ▁on ▁the ▁situation . ▁Most ▁fir ms ▁bl end ▁the ▁two ▁approaches ▁in ▁order ▁to ▁reach ▁a ▁short - term ▁market ing ▁goal ▁or ▁long - term ▁market ing ▁strategy . ▁Many ▁products ▁have ▁a ▁service ▁component ▁to ▁them , ▁which ▁has ▁been ▁growing ▁in ▁recent ▁dec ades . ▁Rel ations hip ▁market ing ▁a ims ▁to ▁strength en ▁the ▁relationship ▁with ▁clients ▁and ▁secure ▁them . ▁Morgan ▁and ▁H unt ( 1 9 9 4 ) ▁made ▁a ▁distinction ▁between ▁economic ▁and ▁social ▁exchange ▁on ▁the ▁basis ▁of ▁exchange ▁theory ▁and ▁concluded ▁that ▁the ▁basic ▁guarantee