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Question 1:
Leading edge companies are driving to increase profits from high yield customers. They aim to acquire and retain profitable customers and get them to spend more. The goal of these organizations is to transform into market-intelligent enterprises that are connected, responsive and fluid.
Discuss the characteristics that define the ‘Market Intelligent Enterprise'.
Question 2:
(a) How will an organization develop loyalty and intimacy with its customers. Take an example an organisation of your choice.
(b) State the different ways that loyalty is measured along the CRM process?
Question 1: (a) Discuss the influences that led to the development of relationship marketing. (b) Using appropriate theories, discuss why the marketing mix paradigm and the
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