Question 1

In the context of starbuck Choose a local or international organisation with which you are familiar. All your answers must be based on this organisation. You must be able to easily obtain the required background information to enable you to respond to the Tasks. In answering the Tasks, you should assume the role of an experienced marketing consultant. You must provide a one-page summary of background information on your chosen organisation. This must include: Name of organisation Type of organisation (e.g. not-for-profit, limited or private company, government) Size of organisation (turnover, number of employees) Product and/or service offering provided Customer base (e.g. B2B, B2C, C2C, NFP) and major segments Key competitors Current nature of relationship marketing (transactional, developing, advanced, use of CRM systems, other relevant background information. You are required to provide a brief description of this key customer segment within your organisation summary. Question 2 Critically discuss the factors that impact customer trust within ONE key customer segment in your chosen organisation Question 3 Using a model of your choice, critically analyse how relationship marketing could specifically increase loyalty and repeat purchases within one key customer segment group of your chosen organisation Question 4 Critically evaluate THREE different categories of exchange relationships in which your chosen organisation is involved Question 5 a) Justify the use of Customer Relationship Management (CRM) strategy within your chosen organisation. b) Critically evaluate the use of customer information to support relationship marketing within your chosen organisation.