Scenario Marketing:
Congratulations. You have just been named marketing manager of a major franchise. Your job will be to perform the daily tasks of a marketing manager. So what does a marketing manager do? As you know, marketing plays an essential role in almost every industry segment. In its simplest form, marketing management is about making certain that customers' needs and wants are met while increasing the profits of a company. A marketing manager's responsibilities can vary a great deal, but will always have this as a central purpose. COMPANY- Liberty Tax Service® - Taxes - provides tax service to both consumers and businesses. The CEO of your company wants you to create a strong current customer relationship management plan. You will present the plan as a PowerPoint presentation with audio to all of the franchisees at the next annual franchise meeting. Assignment:
In this Assignment, you will be using the PowerPoint narration tool to create your own audiovisual presentation of
your customer relationship management plan. Once you have done this, you can put this skill on your resume.
Audiovisual presentations are used in everything from customer service response, training employees, solving
problems in the workplace, explaining instructions to colleagues and responding to stakeholders concerning
business issues.
Create a PowerPoint presentation beginning with a title slide and following with an Introduction in
which you introduce your company of choice, and address the first two questions. Then proceed on to
include the CR management model headings and address the questions related to each facet to
create your customer relationship management plan.
Question 1: Consider the customer satisfaction model show below. Explain, why is it important to
measure customer expectations as well as actual satisfaction from consumption or usage?
Question 2: Given the proliferation of loyalty programs, how can you differentiate your program from competitors
programs?
Next, create a framework using the customer relationship management model as seen in the Assignment home
area. Now address the Customer Relationship Management Model questions:
CR Model Questions to address regarding the model process step:
1. Create a database: What does this look like and why?
2. Analysis: How will you analyze your database? What formulas, methods will you use in
your analysis? Provide a fictional example.
3. Customer selection: Give a rationale for selecting your customers. Will it strictly be based on
profitability or will you use other variables?
4. Customer targeting: How will you reach your customers?
5. Relationship marketing: Create a customer relationship marketing program.
6. Privacy issues: Consider privacy issues.
7. Metrics: How will you measure your results?
Elaborate on the bulleted points on each slide rather than just reading the slides. In other words, your PowerPoint
presentation provides an outline of what you will discuss in the audio portion of your presentation.
Submission Directions
Your PowerPoint presentation should consist of 8-10 slides with an added title slide, using 24-pt. font, 4-5
bulleted points on each slide, and putting all additional content in the notes section
Winer (2011) suggests an important feature of services is that because they are often distributed by people, their quality may be
inconsistent at different points in time. Many services companies are seeking new methods to distinguish themselves from the competition. The Internet and information technology have provided robust, tangible opportunities for such differentiation.
Using the Nord, Paliszkiewicz and Koohang article in the readings and one additional source from the KU Library, write a persuasive essay on how organizations in the tax services industry can rethink their social strategy to gain competitive advantage.
Your essay should make use of explanation to demonstrate that one proposal is more reasonable than another idea. A persuasive essay tries to convince a reader to accept a definite point of view. Your paper should range between 2-3 pages of content and include in-text citations for references.
During the units in the course, you have learned about professional presence in your desired field. Now it is time to produce the last assignment based on what you have learned.
Assignment Instructions
You will create a PowerPoint presentation which will be comprised of seven slides. That will cover the areas listed below. Be sure to explain how you look at:
Cover page that includes assignment title, your name, course, section number, and date
Lifelong professionalism and how you will maintain your image
Short-term goals (following the SMART method) and how you will develop a plan to meet them
Long-term goals (following the SMART method) and how you will develop a plan to meet them
Education plans to maintain your marketability
Budgeting plan to cover education and career marketability needs
Reference Slide
Assignment Format
PowerPoint Presentation with five slides
Notes for the content slides (Slides 2 through 6) should include speaker notes at the bottom of the slide
Brief points should be included on the slide and detailed explanations for each point should be shared in the speaker notes of the slide
Identify the source of any pictures you use