• The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
• Assignments submitted through email will not be accepted.
• Students are advised to make their work clear and well presented, marks may be reduced for poor presentation. This includes filling your information on the cover page.
• Students must mention question number clearly in their answer.
• Late submission will NOT be accepted.
• Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.
• All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).

Submissions without this cover page will NOT be accepted

The discussion requires a minimum of 300 words, 3 scholarly sources, including the textbook. Make sure that you use APA style with your references. Under no circumstances use any direct quotes. Any directly quoted or copied material will result in a zero for the assignment. Let’s be sure to write it in own work 100% and give appropriately when using someone’s else work.

Please use complete sentences and proper grammar in all postings. Remember to reference at least two external scholarly sources (in addition to the text or course materials) in your initial post.

Reference for textbook attached:

Textbook: Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases (7th ed.). Mason, OH: South-Western/Cengage Learning.

Developing and maintaining customer relationships is extremely important to successful marketing. Using scholarly support about relationship marketing, discuss the following:

• Identify and describe an organization that you feel is successful in maintaining good customer relationships.
• Other than offer good service, explain strategies used to help strengthen relationships with customers.
• Remember, avoid using a company/product/service examples or references previously used by students who have already posted.
• 
  

1,500 word count and there is a total of 5 questions each (not including in-text citation and references as the word count), a minimum of 4 scholarly sources are required in APA format. For the 4 scholarly sources, one from the textbook that’s posted below and the other three from an outside source . Let’s be sure to write it in own work 100% and give appropriately when using someone’s else work. Under no circumstances use any direct quotes. Any directly quoted or copied material will result in a zero for the assignment.

Please use complete sentences and proper grammar in all postings. Remember to reference at least three external scholarly sources (in addition to the text or course materials).

Reference for textbook attached:

Textbook: Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases (7th ed.). Mason, OH: South-Western/Cengage Learning.

1 At its core, marketing is meant to facilitate exchanges. As marketing managers, the most prevalent view we may take of exchange is that of our product for our customers’ money. What other exchanges may occur between marketers and customers?

2 Marketing isn’t limited to goods. Anything can be marketed – ideas, people, places and so on. Are some easier to market than others? Why or why not?

3 Prospective buyers seek out exchanges that meet their needs in one or more types of utility. Choose two direct competitors and evaluate their respective offers in terms of the five types of utility. Imagine you have been hired as a consultant for one of the companies. How should the company improve the utilities provided by its offer to better meet prospective customer needs?

4 Companies are encouraged to establish a competitive advantage. But Peter Senge (2006), author of The Fifth Discipline, advised, “The only sustainable competitive advantage is an organization’s ability to learn faster than the competition.” Do you agree? Debate Senge’s position versus other established sources of competitive advantage.

5 Exhibit 1.4 summarizes the differences between firms that embrace transactional marketing and those that choose relationship marketing. Distinguish the situations in which transactional marketing would be recommended from those that would favor relationship marketing. Construct a set of contingencies for marketing managers to use in deciding whether transactional marketing or relationship marketing will be more effective in different situations. Give an example of a company that uses transactional marketing and an example of a company that uses relationship marketing mapping each company’s situational characteristics to the contingency recommendations you identified.

PROPOSAL: 2 SLIDES WHICH YOU WILL ALSO PRESENT IN CLASS INFORMALLY OVER 3-5 MINUTES MAXIMUM (from “Revised Guidelines & Rubric for Team Innovation Research Project (rev 10-08-19).docx”)

• Slide 1: Your team #, the members of the team (full names followed by any nicknames in parenthesis), identifying info such as course number, section, day, semester and year, name of the proposed subject company that you wish to analyze using the concepts of the course and recommend a product/service innovation strategy for its next 3-5 years. (Note please check first that it is an independent company)
• Slide 2: Why you want to study this company, what makes it interesting to you (including any personal interests of team members); your team’s initial reactions on the relevant issues and concepts that come to mind (what topics you especially want to look at, an initial sense or “hunch” of how you plan to go about it) and a sampling (at least 5 url links and titles (and dates) of materials you already found in a quick preliminary search on internet that are recent and relevant (no business school case studies, no website from the company itself, etc., these will be refined/ increased to 5-8 articles latter, but in class we can give you feedback if you are getting the right kind of articles). Note that the “Revised Guidelines & Rubric for Team Innovation Research Project (rev 10-08-19).docx” in BB General Folder, gives you guidance on what kinds of topics are especially relevant to cover in the articles you search for.
• Note: The subject company and how you plan to go about it – must be approved by the instructor before you go further ahead with your research project. Also if two or more teams propose the same company, only one team can do it, and the others must find different subject companies to study. In this situation, preference would be given to the first team to submit on BB, unless the earlier of the teams voluntarily agrees to change their topic.
• Generally two slides is the right length. Please use a third slide ONLY if you think it is absolutely needed. Please no wasted table of contents or “thank you” slides.
• Remember to do the obvious but important things before you submit it via BB, such as spell-checking, proof-reading, numbering the slides, making sure the electronic filename of your 2-slide proposal has the correct format of “Team#-Semester-Year-Course#-Your-Section#-Name-of-Proposed subject company- 2-Slide-Preso” (for example, “T4-F-19-741-A2-Tencent-2-Slide-Preso.pptx”), and that it is a .ppt or .pptx document (not .pdf). If you are using Google docs or Apple, just be sure to make a version by saving as .ppt or .pptx and use this in submitting it to BB. No multi-stage or animation slides please.

• All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).