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

Relationship Marketing Question Paper

Relationship Marketing

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 313-M: RELATIONSHIP MARKETING (day& evening)
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Discuss FIVE characteristics of Relationship Marketing (10 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. (10 Marks)
c) Briefly explain THREE benefits of Relationship Marketing to the customer and THREE benefits to
the service provider. (10 Marks)
QUESTION TWO
a) Customer loyalty to a firms brand is very instrumental in development of long term relationships
between a firm and its suppliers. Discuss the stages in the customer development ladder of loyalty.
(10 Marks)
b) By use of relevant examples discuss FIVE main components of relationship Marketing. (10 Marks)
QUESTION THREE
a) The key accounts development cycle constitutes of several stages. Elaborate on these stages and
their implications on the relationship cycle. (10 Marks)
2
b) Making use of examples, highlight five (5) barriers firms face when implementing relationship
Marketing. (10 Marks)
QUESTION FOUR
a) Discuss the relationship Marketing metrics used by firms in control of relationships to ensure value
maximization to a firm. (10 Marks)
b) Describe the relevance of customer relationship management integration with supply chain
management. (10 Marks)
QUESTION FIVE
a) Examine and describe the role of and importance of people in relationships. (10 Marks)
b) Using examples, explain two strategic capabilities availed by relationship marketing to service
providers. (10 Marks)

Relationship Marketing Question Paper

More Question Papers

Popular Exams