Question 1:

(a) Using an example from the local context, explain how an organisation can counter negative publicity.

(b) Discuss the impact that customer retention has on the profitability of a customer-led organisation.

Question 2:

(a) Define the concept of relationship marketing?
(b) Explain the importance of relationship building for sustainability?
(c) What are the different stages in effective relationship building?

Question 3:

(a) Explain the differences between transaction marketing and relationship marketing.
(b) Explain the concept of market positioning.

Question 4:

(a) Define the concept of Public Relations.
(b) What are the different stages in the PR planning and implementation process?
(c) Draft a Press Release for a launching of a new product in the market.