Relationship Marketing & Direct Marketing Assignment

Select an organisation of your choice and do a critical evaluation of their relationship marketing strategy using relevant theories and models. You may wish to consider the following points in your review -

§  What are the main opportunities the RM system will offer and how can your chosen organisation enhance its chances of realising them?

§  How will RM help the organisation to segment its existing market and develop new ones?

§  What are the likely problems you would have in implementing this strategy and how would you address them? Justify your answer using the Gaps Model.

§  How would you recommend your chosen organisation to develop its customer care and RM strategy?

§  Based on the above make recommendations to your organisation concerning the customer care and RM strategy.

This assignment examines the relationship between marketing, services quality (in customer care) and RM.

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