“(WRITER) Please use sources obtainable through Google Scholar or the documents attached.” Answer the discussion questions, listed below, for this week. All questions need to be answered. 1. Salespeople play three primary roles. What are they? Salespeople create value in what two ways? Ch13 2. Do customer relationships begin as transactional and move toward strategic partnerships? Ch 13 3. Should a company be happy or concerned if most customers are satisfied? Ch 14 (WRITER) THIS WEEKS LESSON TOPICS ARE BELOW AND READING CHAPTERS REFERENCED IN QUESTIONS ABOVE ARE ATTACHED PDF: The Key to Marketing In this lesson we begin by looking at how and why companies price products as they do, and the effect that pricing strategies have on companies, competitors and customers. After that we move on to discuss what customer empowerment means and how to achieve it through customer communities, social networking and influencer marketing. We will also be looking at customer loyalty and how it relates to customer satisfaction. While loyalty programs can be used to generate loyalty, we will explore other important ways to generate loyalty from customers. We will then talk about strategies to ensure customer satisfaction, why we should take customer complaints seriously and how to manage them. The lesson finishes off by looking at why ethical considerations are important to marketers and the importance of customer-facing employees. Topics to be covered include: · Pricing · Customer empowerment · Loyalty management · Customer satisfaction Ethics
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