EBK MARKETING
10th Edition
ISBN: 9780135209783
Author: Stuart
Publisher: YUZU
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Question
Chapter 14, Problem 9QA
Summary Introduction
Interpretation:The meaning of relationship selling and difference with transactional selling.
Concept Introduction:
Relationship selling is a personal selling approach which focuses on the needs and problems of the customer and would help the sales person to develop and maintain long term relationship with the customer.
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Question 8
Explain the following:
The Customer Relationship Management Philosophy, according to author Francis Buttle
Two (2) misunderstandings about Customer Relationship Management
Three (3) advantages and two (2) disadvantages of using Customer Lifetime Value Analysis
Question 4
A company was presented with the following channel data for an online marketing campaign that it is
currently being conducting. See Table 1.
Table 1: Data Analytics for an Online Marketing Campaign
Channels Impressions Engagement Conversions
Cost
Revenue
Engagemen Conversion
t Rate
rate
Gain
ROI
Email
50,000 5,000
500
$ 5,000.00 $ 10,000.00 10%
10%
$ 5,000.00 100%
Google Ads
200,000 10,000
500
$ 2,500.00 $ 40,000.00
5%
5%
$ 37,500.001500%
Facebook
200,000 20,000
500
$ 2,500.00 $ 20,000.00
10%
3%
$ 17,500.00 700%
Total
450,000 35,000
1500
$10,000.00 $ 70,000.00
8%
4%
$ 60,000.00 600%
Suggest ways in which this campaign can be optimised.
Walmart is a traditional company that benefit from using E-business.
show the structure of that company
how could E-Business improve the company's performance and productivity?
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