Comparative analysis of the Russian companies` marketing practices: interactional marketing and transactional marketing.

<p>In this paper we explore the marketing practices of the Russian companies in order to compare relationship marketing and transactional marketing. The main tasks of this research can be formulated as follows:</p><p style="margin-left:37.0pt;">1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To define and compare the terms: &ldquo;marketing strategy&rdquo; and &ldquo;marketing practice&quot;;</p><p style="margin-left:37.0pt;">2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;To study the development of marketing approaches and identify similarities and differences of transactional marketing and relationship&nbsp; marketing;</p><p style="margin-left:37.0pt;">3.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To identify the distinctive features of marketing activity in the industrial and consumer markets;</p><p style="margin-left:37.0pt;">4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To identify and analyze peculiarities of transactional marketing and relationship marketing on the basis of the previous Russian companies` researches;</p><p style="margin-left:37.0pt;">5.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To develop instruments for depth interviewing and to carry out the empirical research;</p><p style="margin-left:37.0pt;">6.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Compare transactional and interactional types of marketing practices in Russia and to provide practical recommendations for Russian companies.</p><p>In order to receive focused and structured information the companies, under consideration, were grouped according to the market they work at: industrial or consumer.</p><p>The methodology of this research is based on the project CMP (Contemporary marketing practices), and the information was collected according to it&rsquo;s frames. The collection of quantitative data was carried out using online questionnaire. And the qualitative study lay to conduct depth interviewing.</p><p>1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Project CMP. The purpose of the CMP is to conduct a research and to draw up a typology of contemporary marketing practices in Russia. The sample consists of 303 respondents, the employees of Russian companies` marketing, sales and logistics departments.</p><p>2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Depth interviewing. The purpose of depth interviewing is to compare transactional and interactional marketing practices used by Russian companies. Interviews were conducted with the 46 employees, the Russian companies` marketing departments. The Protocol of the interview was based on the questionnaire of the project CMP.</p><p>As a result it was determined that Russian companies operating on the consumer and industrial markets use pluralistic approach of marketing.</p><p>&nbsp;</p>