Case Study: Marketing Case 1 - Etisalat Etisalat is a company based in the UAE that provides telephone, television, and Internet services for business and individual customers. The company is one of the largest operators in the world, with subsidiaries and investments in 17 countries, and 80 million subscribers. In June 2009 the company was named Best in Dubai for customer service at the second annual ITP awards. Winners of the award are determined, not by a panel of judges, but by public vote. Zoe Cooper-Clark of ITP publishing Group said: "It give us great pleasure to award Etisalat as the winner of the Best in Dubai Award for customer service. This category was created to recognize those companies that really care for the customer, and take efforts to exceed their expectations time and gain. On behalf of the residents of Dubai, I congratulate Etisalat and wish them continued success. Khalifa Al Shami, vice president, Marketing, Etisalat said: Etisalat has always endeavored to provide the highest levels of customer service and we are very grateful to our customers for their loyalty. We wish to assure them that we will continue to serve them to the best of our capabilities. * Questions: 1. Referring to the case, in your opinion, why do you think that: In June 2009 Etisalat was named "Best in Dubai? Please justify your answer. ANSWER: 2. Khalifa Al Shami, vice president, Marketing, Etisalat said: "Etisalat has always endeavored to provide the highest levels of customer service and we are very grateful to our customers for their loyalty." In your opinion, how can Etisalat reward its loyal customers? Please justify your answer. ANSWER: 3. According to the case, and in your opinion, what is the philosophy that guides the marketing management orientation of Etisalat? . Please justify your answer. ANSWER: ******* *****