Question 1:
(a) Using an example from the local context, explain how an organisation can counter negative publicity.
(b) Discuss the impact that customer retention has on the profitability of a customer-led organisation.
Question 2:
(a) Define the concept of relationship marketing?
(b) Explain the importance of relationship building for sustainability?
(c) What are the different stages in effective relationship building?
Question 3:
(a) Explain the differences between transaction marketing and relationship marketing.
(b) Explain the concept of market positioning.
Question 4:
(a) Define the concept of Public Relations.
(b) What are the different stages in the PR planning and implementation process?
(c) Draft a Press Release for a launching of a new product in the market.