Marketing Management 1

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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.

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