英国留学生指导essay需求：Customer Relationship and Sales Management

Customer Relationship and Sales Management

Referred/deferred questions

MBSP0237 – Semester B

Submission deadline

Answer one of the following questions:

Word length – 1500

1. “CRM systems offer great advantages in managing customers and identifying micro-segments within the overall customer base” (Jobber and Lancaster, p. 354). What are these advantages and how can an organisation make best use of the technology available? Is technology always the answer? Use theory and examples from real life to illustrate your points.

2. Key Account Management provides customers with ‘special treatment in the areas of marketing, administration and service’ (Jobber and Lancaster, p.282) Using theory and illustrating your answer with examples from real life comment on different sales management strategies and their appropriateness for organisations 

3. An FMCG organisation and a services marketing organisation appear to have different relationships with their customers. However there are key areas which are similar.  What are these areas and what strategies and techniques can usefully be shared between the two types of organisation? Use theory to support your argument and illustrate with examples from real life.