26

A strategy focused on keeping and improving sales with current customers, keeping on-going business, is preferred by companies. Marketing programs are designed to achieeve continuing dialogue with customers across all contracts with personalized treatment of the most valued customers designed to increase customer retention. These two statements describe which term below?

Core purposes

Strategic marketing

Relationship marketing

Rational marketing

None of the above

35

All of the following are strategies that companies might use to reduct cognitive dissonance except?

Guarantees

Product superiority

Instruction books

Word of mouth

None of the above