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Relationship Marketing ( Day) Question Paper

Relationship Marketing ( Day)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

1
UNIVERSITY EXAMINATIONS: 2010/2011
SECOND YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 313-M: RELATIONSHIP MARKETING ( DAY)
DATE: AUGUST 2011 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
Question One
a. Identify the activities a firm would adopt to build a relationship with the following types of
stakeholders;
i) Suppliers (4 Marks)
ii)Competitors (4 Marks)
iii) The government (4 Marks)
iv) The society (4 Marks)
v)Distributors (4 Marks)
(Total 20 Marks)
b.Highlight the characteristics of customers. (8 Marks)
c. Explain the challenges that a firm may face when implementing relationship marketing. Discuss
using examples. (12 Marks)
2
Question Two
a. Customer loyalty is very important to any organisation. Indicate the various stages a customer
would go through in becoming loyal (12 Marks)
b. Discuss the role of marketers in conducting relationship marketing (8 Marks)
Question Three
a. What is the customer life cycle? (2 Marks)
b. Discuss the importance of the customer life cycle and discuss the various stages. (18 Marks)
Question Four
a. Using a formula, explain your understanding of the term Customer Lifetime Value (10 Marks)
b.Discuss the customer complaint handling procedure (10 Marks)
Question Five
Discuss the key account management process an organisation would use when building relationships
with its customers. Use relevant examples (20 Marks)

Relationship Marketing ( Day) Question Paper

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