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Question 1:
(a) Critically evaluate the role of an agile network in building relationships with customers.
(b) Briefly outline the six markets relationship framework.
Question 2:
(a) Using the ACURA model explain how a customer centric firm can increase its profitability.
(b) Discuss why customer retention strategies increase the profitability of a firm.
Question 3:
(a) What are the challenges of one-to-one marketing in the 21st century?
(b) Show the importance of market segmentation for a firm striving to gain customer loyalty.
Context and Marketing Communications Organisations can be seen as open social systems (Katz and Kahn, 1978) in which all components of the unit or system are interdependent an
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State the marketing communications tools There are five main marketing communications tools: advertising, sales promotion, public relations, direct marketing and personal selli
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Product related segmentation: Product use situations: one of the important bases is the product use situations. Different customers may use the same product in different use
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