Mkt 571 Week 3 Customer Relationships and Satisfaction

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Career Connection: Customer Relationships and Satisfaction

 

 

 

Instructions:

 

 

 

You are a marketing manager for a local company and you are

 

 

 

developing a plan to improve customer relationships and increase

 

 

 

satisfaction.

 

 

 

Select one of the following types of local companies:

 

 

 

 

• Florist

 

• Veterinarian

 

• Health/Natural Food Store

 

• Accounting/Tax Preparation

 

 

 

 

 

 

Create a 2,100-word (Doesn’t have to be 2100 as long as questions are addressed) Customer Satisfaction Plan in which you include

 

 

 

the following:

 

 

 

 

• Explain how each type of business might segment the local market

 

 

 

 

 

 

based on consumer/business demographic information, behaviors,

 

 

 

psychographics (attitudes, interests, and lifestyle), geography, and/or

 

 

 

product or service benefits. Support your explanation with documented

 

 

 

facts and statistics.

 

 

 

 

• Develop a strategy for attracting the target audience to the selected

 

 

 

 

 

 

business and explain your reasoning using marketing principles and

 

 

 

sound marketing concepts. As part of this strategy, select one of the

 

 

 

segments you identified as the main target audience for that business.

 

 

 

 

• Develop a strategy for building long-term relationships and strong

 

 

 

 

 

 

customer loyalty between the selected business and the target

 

 

 

audience using Customer Relationship Management (CRM), personal

 

 

 

communications/direct marketing, social media, events, publicity, and/or

 

 

 

frequency marketing/rewards ideas.

 

 

 

 

• Explain each strategy and its related goal(s).

 

• Discuss some of the tactics that could be used to implement the

 

 

 

 

 

 

strategy with reasons for selecting each tactic.

 

 

 

 

• Discuss at least three potential methods of measuring customer

 

 

 

 

 

 

satisfaction and loyalty, with examples of the types of questions that

 

 

 

might be explored if a conversation or survey were to be one of your

 

 

 

options.

 

 

 

 

• Develop one or more messages for initially attracting the target

 

 

 

 

 

 

audience and then for maintaining a strong, mutually-beneficial

 

 

 

relationship.

 

 

 

Cite at least four scholarly references.

 

 

 

Format your paper consistent with APA guidelines.

 

 

 

Click the Assignment Files tab to submit your assignment.

 

 

 

SupportingMaterial:Customer Relationships and Satisfaction Grading

 

 

 

Guide

 

 

 

Individual Apr 12, 2016 05:59 PM 10

 

 

 

 

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