1. From the Qantas ad for a Manager CRM, what insights do you get about CRM at Qantas? Discuss two (2) insights (2x 2 marks= 4 marks). In the advert, what type of automation experience is required and why it is important to focus on that selected automation for Qantas (4 marks). Identify 4 capabilities of required automation for Qantas and explain using examples within Qantas (4x3 marks=12 marks).

1. Qantas need to identify its strategically significant customers (SSCs) to continue its development. Who are SSCs (2 marks) and discuss 4 types of SSCs for Qantas? (12 marks). Explain 3 reasons why Qantas need to focus on SSCs (6 marks)

1. It is important for any business to understand where their customers are positioned in terms of their tenure with the company. When customers climb the ladder, their value to a company grows. Identify the main difference between customer journey and customer value ladder (5 marks). Explain how Qantas has achieved value using an appropriate theoretical framework (5 marks) and provide examples of each stage of the value ladder for the Qantas (10 marks).

1. Qantas utilise automated services to manage its marketing, sales and services. What ethical issues Qantas would face in the CRM data operations and software operation. Identify 4 ethical issues in related to data management and discuss. (4 X 5 marks = twenty (20) marks).

1. It is the responsibility of Qantas marketers to develop value propositions. As a service supplier Qantas must consider the characteristics of services when designing marketing programs. Identify and discuss 4 service characteristic (4x 2 marks= 8 marks). Explain how Qantas using 'extended Marketing Mix' as their toolkit for value proposition. Discuss using examples (12 Marks).