Question 1

How do marketers measure customer satisfaction? How can they avoid unfavorable service gaps while marketing their products?

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Question 2

In addition to examining the lifetime value of a customer and the payback from a customer relationship,what other techniques can a firm use to evaluate its relationship marketing programs?

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Question 3

What are application service providers (ASPs)? Explain with an example,how ASPs assist marketers in building relationships with the customers.

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Question 4

What is a strategic alliance? Explain the two ways in which strategic alliances are structured.

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Question 5

Discuss national account selling.List some of its advantages.

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Question 6

What are some of the qualities shared by successful CRM systems?

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Question 7

Explain the differences between frequency marketing and affinity marketing programs.Give an example of each.

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Question 8

Briefly explain the three levels of the relationship marketing continuum.

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Question 9

List out the four basic elements that help firms to build long-term relationships.

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Question 10

Differentiate between transaction-based marketing and relationship marketing.

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Question 11

What are the different methods employed by marketers to obtain customer feedback?

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Question 12

How can firms build customer loyalty?

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Question 13

Explain cobranding and comarketing.Give an example of each.

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Question 14

What is internal marketing? Why is internal marketing important for a firm?

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Question 15

Identify the four types of B2B partnerships.

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Question 16

Discuss the various ways in which database marketing can help a company to build relationships with the customers.

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Question 17

Briefly explain the various types of relationship marketing efforts that focus on turning customers from passive partners into active proponents of a product.

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Question 18

What is electronic data interchange? What are its applications?

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Question 19

Explain how interactive television helps marketers to collect data required for database marketing.

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Question 20

What are the problems associated with customer relationship management systems?

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Quiz 11: Relationship Marketing and Customer Relationship Management (CRM)