1) Compare and contrast the mass marketing era with the interactive era. What are the goals of each? What defines competitive advantage? What are the key technological tools?
2) Define customer relationship management. What is its central purpose?
3) What is a Learning Relationship? What are the benefits of a Learning Relationship – both to the enterprise and to the customer?
4) Describe why customer relationship management, or customer strategy, needs to be an enterprise-wide strategy. How would it affect each of the five principal business functions?
a. Financial
b. Production, logistics, and service delivery
c. Marketing communications, customer service, and interaction
d. Sales distribution and channel management
e. Organizational management strategy