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Cam 313-M: Relationship Marketing Question Paper

Cam 313-M: Relationship Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

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UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 2 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 313-M: RELATIONSHIP MARKETING (SUNDAY)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE.
a) The primary objective of most modern firms is to establish a base of highly satisfied customers.
Describe the characteristics and benefits of such a satisfied customer. (10 Marks)
b) Highlight the main differences between transactional and relationship Marketing. (10 Marks)
c) Discuss FIVE characteristics of a good relationship Marketing programme. (10 Marks)
QUESTION TWO.
a) As a Marketing manager in a leading service provider in Kenya, explain how to distinguish key
accounts in your firm and describe your role in key account management. (10 Marks)
b) Discuss FIVE dimensions of quality that relationship managers must emphasize on in order to
promote customer satisfaction. (10 Marks)
QUESTION THREE
a) As the Marketing manager in a medium sized company of your choice, outline the key
strategy considerations useful in management of the portfolio of customers in your company.
(10 Marks)
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b) Total Quality Management (TQM) has been identified as an essential component of
Relationship Marketing. Explain the key ingredients of a good TQM programme
(10 Marks)
QUESTION FOUR.
a) Highlight five elements of internal service quality that must be adhered to for the success of
internal service quality. (10 Marks)
b) Evaluate FIVE ways in which the rapid growth of the internet is changing the ways businesses
communicate with their customers, suppliers and within their own organizations. (10 Marks)
QUESTION FIVE
a) By use of a diagram, discuss the stages in the Marketing relationship cycle. (10 Marks)
b) Ethical considerations pose major challenges for the creation of successful RM strategy `
Describe five ethical issues in communication. (10 Marks)

Cam 313-M: Relationship Marketing Question Paper

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