Relationship Marketing

Assignment:

To produce a 3,000 word business report that provides an analysis of the application of relationship marketing for a case study organisation. This assignment is worth 100% of the grade for this module. Details of the grade criteria are also provided in this document.

You are required to answer BOTH of the following questions. Each question carries equal marks. Following the recent launch of the “Match & More” card, you have been appointed as the Marketing Manager of Morrisons to ensure their new loyalty card is fully integrated as part of their CRM strategy.

Question One

Produce a report to explain how relationship marketing can help Morrison retain customers. Students can use the IDIC model (Peppers and Rogers) to explain how the various stages of the model are used to design the “Match and More” card Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.

Marking Scheme Guidelines:

• The answer should be in report format. (5%)

• The evidence of wider reading should include reference to key authors (10%) • Concepts of Relationship Marketing. (30%)

• Application and evaluation of current CRM processes in understanding • relationship marketing. (30%)

• Conclusion should clearly identify issues that would need to be addressed and clear • recommendations should be included. (25%)

Question Two

Following on from question one, outline how Morrisons could work with its suppliers to ensure the new loyalty card is successful. Your answer should provide evidence of wider academic reading and this must be appropriately referenced using the Harvard style.

• The answer should be in report format. (5%)

• The evidence of wider reading should include reference to key authors (10%)

• The role of loyalty schemes/cards and factors that make them successful. (30%)

• Application of key CRM models such as the Customer Value Chain to demonstrate

• how Morrisons could work with suppliers (30%)

• Conclusion should clearly identify issues that would need to be addressed and clear • recommendations should be included. (25%)

  • 3,000 words with 15 Harvard referencing

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