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Relationship Marketing Question Paper

Relationship Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 313: RELATIONSHIP MARKETING
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a) By use of relevant examples discuss SIX main features of relationship marketing. (12 Marks)
b) Describe the relevance of customer relationship management integration with supply chain
management. (8 Marks)
c) Identify FIVE circumstances under which customers are likely to switch from one service provider to another. (10 Marks)
QUESTION TWO
a) Explain the main stages in the relationship planning process. (10 Marks)
b) Research indicates that service firms must pay attention to service quality if they are to compete
effectively in the market. Discuss five determinants of service quality. (10 Marks)
QUESTION THREE
a) Discuss SIX key issues a relationship marketing manager should consider in the successful
management of a relationship portfolio. (12 Marks)
b) Total Quality Management (TQM) has been identified as an essential component of relationship
marketing. Highlight FOUR key ingredients of a good TQM programme (8 Marks)
QUESTION FOUR
(a) Explain the salient points in the ‘spiral of prosperity’ concept that you would consider as the
relationship marketing manager in a reputable firm in order to get the most profitable customers
for your firm. (9 Marks)
(b) Evaluate the ways in which the rapid growth of the internet is changing the ways businesses
communicate with their customers, suppliers and within their own organizations. (11 Marks)
QUESTION FIVE
a) Discuss FIVE ways in which an organization could empower employees in order to ensure a
smooth customer –supplier relationship. (10 Marks)
b) By use of a diagram, discuss the stages in the customer development ladder of loyalty.
(10 Marks)

Relationship Marketing Question Paper

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