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Cam 313 Relationship Marketing (Day + Eve) Question Paper

Cam 313 Relationship Marketing (Day + Eve)

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 313 RELATIONSHIP MARKETING (DAY + EVE)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
a) Relationship Marketing changes the fundamental role of marketers. Contrast traditional marketing
with Relationship Marketing highlighting six distinct roles of Relationship Marketing.
[15Marks]
b) In the management of Relationship Marketing, a company undergoes an eight-phase process.
Describe and explain the importance of the Customer Assessment phase. [10 Marks]
c) Describe and expound Leadership as a component of Relationship Marketing. [5Marks]
QUESTION TWO
a) Describe five dimensions in regard to Relationship Marketing that differ materially from
historical/traditional definition of marketing. [10Marks]
b) Describe and explain the importance of the Benchmarking phase in the management of
Relationship Marketing. [10Marks]
QUESTION THREE
a) Relationship marketing draws from traditional marketing principles yet is quite different. Prepare
training notes on:
i. Relationship Marketing. [2.5Marks]
ii. HistoricalMarketing. [2.5Marks]
2
b) It is stated that Relationship Marketing comprises of eight main components. Describe and
expound on the following as components of Relationship Marketing:
i. People [5Marks]
ii. Technology [10Marks]
QUESTION FOUR
a) Explain the use of Relationship Managers to manage the Relationship. [10Marks]
b) Describe five categories of Customer Bonding. [10Marks]
QUESTION FIVE
a) Outline the steps traditional approach to marketing takes. [5Marks]
b) Measurement along qualitative lines will necessarily be more subjective and take place mainly
during field visits. Explain:
i) Sales Skills [5Marks]
ii) Self Organisation [5Marks]
iii) Product Knowledge [5Marks]

Cam 313 Relationship Marketing (Day + Eve) Question Paper

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