Part A:
Prepare a brief introduction for this assignment, indicating your chosen organisation, the industry in which it operates, and the market(s) it serves.
(Guidance regarding the length of this Introduction is provided in Point (1) in the ‘Notes' section - see page 4 of this Assignment document).
Based on your chosen organisation, examine the development of Relationship Marketing in terms of its customers, and consider the main issues that have affected this development - for example, some areas that your answer might examine, but should not be limited to, include:
- The role and importance for the organisation in developing relationships with itscustomers.
- How have these relationships developed over time?
- Are there any differences between how the relationships have developed for B2C and B2B customers?
- Are there any differences between the development of customer relationships for domestic and overseas markets?
- Consider the influence that relationships with other stakeholders have had on the development of the organisation's relationships with its customers.
- Are there any issues / challenges that have hindered the development of customer relationships?
How have they been overcome?
- Are there any disadvantages to building long-term relationships with customers?
Part A:
Consider the issues / developments that might affect the organisation's relationships in the future (this examination may go beyond relationships with customers). How might your chosen organisation respond to these issues / developments?
Part B:
Consider the various activities / tools / schemes that your chosen organisation uses to build customer loyalty and evaluate their effectiveness. Suggest ways in which they can be improved and / or developed for the future.