Problem 1. The "buzz" phrase in marketing today is "customer relationship marketing (CRM)." Read any business digest or trade publication and you'll see CRM touted as the "next big thing." Is customer relationship marketing really a new marketing concept? Why do you think it's getting all the hype? How does customer relationship marketing contribute to improved customer satisfaction and retention?
Problem 2. A need is a felt deprivation of a necessity. For example, we need food, shelter, clothing, and medical care. A want is how consumers choose to satisfy the need. For example, I'll eat a Big Mac (want) because I'm hungry (need). Does marketing operate in the realm of needs or wants? In other words, can marketing create consumer needs or does marketing try to persuade consumers to want its product solutions to existing needs? The text talks about marketing shaping customer needs. Does marketing shape customer needs or customer wants? Can you support your position with examples?
Problem 3. What are "Customer Touch Points" and what role do they play in Customer Relationship Management? Do you think "Customer Touch Points" are more important to large corporations or small businesses? Is segmentation as important for small companies as large businesses? Does the size of a small business prevent it from pursuing an adjacent segment strategy?