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Cam 312-M Relationship Marketing Question Paper

Cam 312-M Relationship Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

1
UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 312-M RELATIONSHIP MARKETING
DATE: DECEMBER2011 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any Other Two Questions
QUESTION ONE
a) Illustrate and give examples of the tools organizations with best practice have implemented
customer intimacy. (10 Marks)
b) Discuss five differences between the business and consumer markets explaining how the
marketing manager will use them to develop relationships with their customers. (10 Marks)
c) Outline the tools available used to evaluate whether customer expectations have been met.
(10 Marks)
QUESTION TWO
a) Discuss the importance of implementing a customer relationship management strategy in
an organization. (10 Marks)
b) Advance your arguments for delivery of superior customer relationships with a
Government Department of your choice. (10 Marks)
QUESTION THREE
a) Quality is relative yet a source of competitive advantage. Describe the tenets evident in an
organization that has implemented quality in its culture. (10 Marks)
b) ‘A relationship marketing strategy can never fail’. Advance your arguments on
circumstances that can cause the failure of relationship marketing. (10 Marks)
2
QUESTION FOUR
a) You are appointed the relationship manager of a leading bank. Describe changes you will
implement with your staff to enhance customer relationships. (10 Marks)
b) Discuss the leadership styles that would work in organizations with a relationship
marketing strategy. (10 Marks)
QUESTION FIVE
a) A consulting firm has advised you that you need to streamline your suppliers and
distribution channels. Elucidate how you intend to do that in the year 2012 for your firm.
(10 Marks)
b) Using any organization, identify 3 fail points in their process delivery of goods and services
giving your suggested solutions for each. (10 Marks)

Cam 312-M Relationship Marketing Question Paper

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