Get premium membership and access revision papers, questions with answers as well as video lessons.

Got a question or eager to learn? Discover limitless learning on WhatsApp now - Start Now!

Cam 313-M: Relationship Marketing Question Paper

Cam 313-M: Relationship Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 313-M: RELATIONSHIP MARKETING
DATE: APRIL 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Today, three important changes have occurred that render segment-based Marketing not only
inappropriate, but potentially damaging for a business, explain these changes. (9 Marks)
b) Explain the three enablers of relationship Marketing (9 Marks)
c) Explain any five barriers to relationship Marketing (10 Marks)
d) Explain the meaning of strategic capability for relationship Marketing (2 Marks)
QUESTION TWO
Discuss the eight Components of relationship Marketing. (20 Marks)
QUESTION THREE
a) Explain any five of the 11 C’s of relationship Marketing (10 Marks)
b) You have recently been appointed the Relationship Marketing Manager of your company. Explain
the ten step process you would follow in building relationships with Distribution Channel
Intermediaries as advanced by Ian Gordon (1998). (10 Marks)
2
QUESTION FOUR
a) Explain any important sources of value from the customers Marketing relationship manager may
seek to serve. (6 Marks)
b) Outline and briefly explain the eight-phase relationship Marketing planning process as advanced
by Gordon (1998). (14 Marks)
QUESTION FIVE
Discuss the four Strategic Capabilities for relationship Marketing (20 Marks)

Cam 313-M: Relationship Marketing Question Paper

More Question Papers

Popular Exams