Monsanto In Europe

7 Pages 1789 Words

applying to another. They succeeded in the US market and they assumed that the same will happen in the European market. They did not do a full research, basically did not do their homework of surveying the culture and the opinion of the public in Europe about the GM products. They should have contacted the pressure groups such as environmentalists and earth friends groups and build a relationship with them by identifying their products form all its views, scientifically and health matters before entering the market. Building a strong relationship with the decision makers in the government as a first step was a necessity.

Organizations do not exist simply in a bilateral relationship with their customers or service users: they also have relationships with a wide range of other persons and institutions [1]. While the classical marketing model (transaction approach) emphasizes on the concept of four Ps (product, price, place and promotion), the new marketing model focuses on the relationship with the customers. The objective in relationship marketing is to establish, maintain and enhance the relationship and gain the customers loyalty and trust.

Monsanto needs to consider the relationship marketing and not only emphasize on the traditional marketing. The traditional marketing (transaction approach) is insufficient as it fails to encompass the range of relationships that surround organizations; and even in its chosen environment of consumer goods marketing, the approach has failed to provide an adequate conceptual or practical framework [2]. It is known to be inadequate when applied to marketing in the internationa...