Chapter 10
1. Explain the overall objective of customer relationship management and the stages that customers are pulled through in the process. For each stage, identify the marketing goals during the stage as well as examples of strategies that may be used.
2. What is the relationship between customer expectations and satisfaction. What might cause the expectations to be higher or lower? how is the zone of tolerance a useful diagnostic tool in terms of developing strategies aimed at improving customer satisfaction?
Chapter 9
1. Explain why marketing implementation is difficult for any firms. In your answer, discuss how these difficulties often stem from the relationship between strategic planning and marketing implementation?
2. Discuss the role of internal marketing in marketing implementation. In what ways can the internal marketing approach help managers improve the implementation process?
