Source: LaFleur, G. (2021) How relationship marketing works, its pros, cons, and levels: TechTarget, Customer Experience.

Q.2.1 In order to achieve customer loyalty, certain stages have to be followed by any marketer. Discuss each of the stages in relationship development. Further provide some examples from the case study to support your answers accordingly. (18)

Q.2.2 With reference to the above case study explain the three prerequisites that a business should have implemented before implementing a CRM strategy. Provide practical examples to demonstrate your understanding. (12)

Q.2.3 With reference to the above cons that gave been identified for relation marketing. Explain the importance of technology to enhance CRM. Further outline some examples of promotional technologies that could be adopted to alleviate these cons. (20)

Q.2.4 Many organizations always strive to improve relationships with their existing customers and maintain these long-term relationships needs to employ CRM planning process. With this in mind apply the stages in the CRM Planning process to a business of your choice and provide practical guidelines for each stage.