参考号：EM13348735
QUESTION 1
ABC University has implemented a system of CRM. Mickey Maros, the Executive Director of Executive Education responsible for the implementation of the programme claim the following:
"Our data resided in a number of different custom and off-the-shelf programs. We relied on excel spreadsheets and the process for getting visibility into the student recruiting and admissions activities across multiple programs was cumbersome and time-consuming. These greatly limited our ability to aggregate information and apply this knowledge in order to better serve student needs". The CRM solution has been applied to drive the necessary improvements and tie together vital front-end functions such as marketing, admissions, recruitment and enrolment. The company has also made it a priority to improve internal efficiencies and optimize existing business processes so that staffs in various departments can perform their jobs without focusing on the administrative function. The new system will also help administrators and faculty members to reorganize their administrative resources.
Answer the following Questions
（a）向佛罗里达大学的主任写一份备忘录，解释了关系营销的概念及其对可持续性的重要性。
(b) What are the benefits of CRM outlined in the Case Study? What are the requirements for the success of such a system?
（c）讨论技术在改善关系建设过程中的作用。
(d) Make five specific recommendations to Florida University regarding CRM and relationship building from what you have learned from your course.
QUESTION 2
What are the different stages in effective relationship building?
QUESTION 3
(a) What are the benefits and drawbacks of E-CRM?
(b) What are the key drivers of Relationship marketing?
QUESTION 4
（a）定义公共关系概念。
(b) What are the different stages in the PR planning and implementation Process?
(c) Explain any model of relationship life cycle using an example to illustrate your answer
QUESTION 5
解释以下概念：
a) Key Account Management
b）主动网络。
c) Customer Relationship Management.
d) Ethical Issues in communicating in Relationship Marketing
QUESTION 6
Compare and contrast transaction marketing and relationship marketing using appropriate examples to illustrate your answer