Question 1:

"Various factors have created a need for businesses to move from a Traditional Marketing approach to a Relationship Marketing one."

(a) Describe this statement.

(b) What are the implications for the organisation when it is adopting a Relationship Marketing concept in doing business.

Question 2:

"One important pre-requisite of any organisation aiming at customer retention is having a positive image in the eyes of its publics. Public Relations is a tool used in Relationship Marketing to address that issue."

Discuss this statement with local examples.

Question 3:

"The focus of Relationship Marketing is customer retention. Yet Bund Jackson has stated that the development of a Relationship Marketing approach is not always appropriate for all customers."

Explain and discuss what Bund Jackson means by the above statement and what are its implications for segmenting customers.