Solved by verified expert:you have to right a paper of 1500 words as per required attachment.just read that attchment and give answer to those questions.
contribution_to_learning_environment_assignments__1_.docx
Unformatted Attachment Preview
Contribution to Learning Environment Assignments
There will be two Contribution to Learning Environment papers assigned in Week 2 & 5.
•
•
•
Each paper will be completed in APA format with a minimum of 1,500-words.
Each paper will need to have three authored references used (an article associated with a human’s
name) and one should be a peer-reviewed source.
A topic will be provided, and you will add to the scenario given by adding research and an organized
write-up of the topic.
GRADING RUBRIC BUOL 643 – Sales & CRM
Contribution to Learning Environment Paper – Grading Rubric
Post 1,500-words minimum SYNOPSIS of the topic provided.
ATTACH in a Microsoft Word Document (using template provided
exactly). Follow all Written Assignment Expectations. Due by
SUNDAY of the week assigned.
Subject headers must be used (Introduction, Conclusion, and
more – varies dependent on topic) – approximately five or more.
Three authored references – one must be a peer-reviewed
Marketing journal. Each authored source is worth 5 points – peerreviewed source (Marketing Journal) is worth 10 points.
APA format (1” margins, Times New Roman 12 font, doublespaced, and more)
Total
Points
Possible
60
Points
Earned
10
20
10
100
Written Assignment Expectations:
• References MUST be cited within your paper in APA format. Your reference page and citations must match
100%.
• Always include a cover page
• Provide the EXACT web link for all online sources – do not provide just the home page, but the EXACT LINK – I
check all sources
• No abbreviations – write formally
• Always include a reference page with multiple outside references (at least two that are authored).
• Write MORE than the minimum requirement of the word count assigned.
• As always, the word count is ONLY for the BODY of the paper – the cover page, Abstract, reference page, and /
or Appendix (if included) do not count towards the word count for the paper.
• Indent the first line of each new paragraph five spaces
• NO PDF FILES! Use the templates in Microsoft Word I provided you.
• No extra blank lines between the sections – deliver a tight paper
• Use authored outside references. Zero points given for non-authored web sources. You may use a brand web
page too, but you still need an authored source too. Recap your reference in APA format only at the bottom of
your posting. Your reference must be clearly cited within your posting to count. Always provide the exact
web site address for this course in your recap of references for full credit. An authored source is simply one that
is associated with a human(s) NAME. For example, your textbook is an authored source. The United States Census
Bureau is not an authored source. But it is fine to use as long as you ALSO use an authored reference source. No
videos, blogs, tweets, wikis, interviews, podcasts, encyclopedias, or dictionaries allowed – use an authored reference.
Week 2 Topic:
Relationship Marketing – why is this important? What companies do this well? What are major lessons
that other companies should consider? What is a company that does not do this well and could learn from
this marketing approach? If you were advising them, what would you suggest?
Read Lecture – then write the paper answering the questions above.
Lecture on Customer Relationship Management
Welcome to your lecture on Customer Relationship Management (CRM) which evolved from Relationship Marketing.
This is an area of Marketing that I am passionate about and I am delighted to share information about this area. I have
worked in this area for going on almost ten years.
In 1993 I read a book that changed my life. The title of the book is “The One-to-One Future” and it was written by Dr.
Martha Rogers and Don Peppers (a joke that Martha often tells is that people sometime get their names transposed and
they think they are reading a book by Dr. Pepper and Mr. Rogers). This book talked about the concept of
RELATIONSHIP MARKETING (RM). When I read “The One-to-One Future”, I knew that this is an aspect of marketing
that I wanted to focus in on.
Relationship Marketing is about creating a relationship between a company and their consumers. It is really about
personal relationships – getting to know your customers on a ‘one-to-one’ basis. This is old-fashioned marketing.
I always tell a story that if we could go back to the late 1800’s or early 1900’s there was a general store in many
communities. In those communities the store owner knew each of his customers on a very personal level. When Mrs.
Jones needed to ‘can’ her summer vegetable crop, the store owner knew in advance that this time of year she would
require two dozen jars to support her canning needs. Therefore, he pre-ordered and stocked her product requirements.
Mrs. Jones didn’t have to say, “Tom, you know that I am going to need canning supplies soon, please order them for
me.” Tom, the store owner, knew his customer well enough that he knew what to stock.
Tom listened to his customers. He knew when a new baby was going to arrive and thus ordered and stocked nursery
items. He knew when and who was going to get married. He KNEW his customers!
Now, fast forward to the 21st century. Things have changed dramatically. When I walk into MACY’s, they don’t greet me
at the door and say, “Dr. McFaul, we are so happy you are here! It has been over a week since we have seen you. We
just received some new jackets in that we would like to show you….” No, that is NOT what happens (unfortunately!).
When I talk about this subject, sometimes students will say, “Wal-Mart does greet you, this must be a wonderful
relationship marketing company… right?” Wrong! Wal-Mart is a savvy MASS marketer! They incorporate into their
approach some ‘soft’ old-fashioned marketing approach like a greeter at the front door when you enter. But they don’t
know you by name. They don’t know how important of a customer YOU are.
One of the benefits that relationship marketing provides companies is that they start to track your activity with the
company. And thus are able to identify their BEST customers. Once a company understands who their BEST
customers are – then they are able to differentiate their treatment. An example of this differentiation could include the
following:
Easier returns for their best customers (no receipt, no problem)
• Discounts on future purchases
• Better hours (for our best customers we open one hour earlier during the holiday season).
• Special service (oil changes are free for cars, gift-wrapping is free inside a retail store).
Even Disney gives their customers that stay on Disney property, early access to their parks. This is preferential
treatment for their BEST customers.
There is a story in “One-to-One Future” which talks about this man (Joe) who realizes that his mother’s birthday is
tomorrow! Panic strikes. He goes to the yellow pages and finds a florist and calls them to ask them to send a bouquet
to his mother – right away. The conversation goes something like this:
Joe:
I need some flowers to be delivered tomorrow – can you help me? It is my mother’s birthday.
Florist:
Yes, we would be happy to help you, sir, what kind of flowers do you want delivered?
Joe:
I don’t care, whatever you have for about $50.
Florist:
Wonderful, for that we could put together a beautiful bouquet of irises and freesias. How does that
sound?
Joe:
Whatever.
Florist:
What would you like us to put on the card?
Joe:
I don’t know, ‘HAPPY BIRTHDAY, Mom… LOVE JOE’.
The florist executes the order flawlessly and all is fine. End of story, right?
Wrong.
350 days forward and Joe receives a postcard in the mail. It says the
following:
Hello, Joe:
Last year you sent your mother some beautiful irises and freesias for her
birthday on May 12th. You signed the card: Happy Birthday! Love, Joe
We wondered if you wanted us to replicate this order for you this year? If
you do, please call us at 555-555-1212. We would be honored to help you
again this year.
Best regards,
The Flourishing Florists
What do you think Joe did?
Not surprisingly, he phoned Flourishing Florists and ordered flowers again
this year for his mother. Why do you think he did that?
Because, Flourishing Florists made Joe’s life easier. They understood their
customer. Joe is time-squeezed. He almost forgot his mother’s birthday
last year. This year, someone helped him look good to his mom.
Oh, yes, one more thing. Joe asked Flourishing Florist to send a $100 bouquet this year. Hmmm, this is interesting.
A customer returns AND, they spend MORE!
One of my favorite MISSION STATEMENTS for Relationship Marketing is the following:
Turn intenders into customers, your customers into loyalists, and your loyalists into advocates.
If you can get your LOYAL customers into ADVOCATES, then they become your 60-second commercials out there.
They tell their friends great anecdotal stories about YOUR product. Joe is probably telling friends about this great
florist that he ‘found’. He probably is an advocate now!
Relationship marketing has transformed itself into CUSTOMER RELATIONSHIP MANAGEMENT (CRM).
Dr. Janis McFaul
Week 5 Topic:
Loyalty in Marketing – why is this important?
Subject headers should include:
Introduction
Why is Loyalty in Marketing Important?
Generational Differences in Brand Loyalty
How do you Build Relationships with Customers if there is No Brand Loyalty?
Recommendations for Ford Motor Corporation or (You Identify a Company of Your Choice – fill in brand name)
Conclusion
Read this short note & review original article– then write the paper answering the questions above.
The Death Of Brand Loyalty: Cultural Shifts Mean It’s Gone Forever – do you
agree?
“What Killed Brand Loyalty?
Consumers are not inclined to be loyal to brands as they once were because the
underlying value of loyalty itself is no longer particularly relevant. In the old
world, loyalty was good and something we aspired to give and receive across all
aspects of life . . . with friends, family, employers, dentists, doctors, bankers, and
maybe even the federal government. But generational experiences have made
sticking with “tried and true” a sucker bet. Loyalty means remaining the same.
Not exploring alternatives. Putting your head in the sand and maybe even
missing a beach party” (Kusek, 2016).
But there could be other studies that contradict this and I am always glad to
learn.
Reference:
Kusek, K. (2016). The Death Of Brand Loyalty: Cultural Shifts Mean It’s Gone
Forever. Forbes, Retrieved from:
https://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-of-brandloyalty-cultural-shifts-mean-its-gone-forever/#6602c4244dde
…
Purchase answer to see full
attachment
