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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.
What decisions do companies face in designing a sales force? How can marketing decision support system help marketing manager towards making better decisions?
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