Customer Relationship Management (CRM)

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DQ 1

Customer Relationship Management (CRM)

Activity Context

This discussion helps you develop the skills to master the following course competencies:

  • Integrate fundamental principles and applications of marketing to address business problems.
  • Develop innovative and sustainable solutions to strategic marketing challenges.
  • Communicate in a manner that is professional and consistent with expectations for members of the business profession.

This discussion helps you develop the skills to master the following objectives:

  • Gain a fundamental understanding of customer relationship management (CRM).
  • Assess how technology adds value to the marketing process, including understanding market decision support systems and customer relationship management (CRM) strategies.

Activity Instructions

CRM is referred to as an “enabler of great marketing.” In what specific ways does CRM enable great marketing? That is, what can a marketing manager do better because their firm effectively practices CRM? Use at least one resource (cited in APA format) to support your ideas.

 

DQ 2

Marketing Research Process

This discussion helps you develop the skills to master the following course competencies:

  • Integrate fundamental principles and applications of marketing to address business problems.
  • Communicate in a manner that is professional and consistent with expectations for members of the business profession.

This discussion helps you develop the skills to master the following objective:

  • Effectively communicate results of marketing related assessments, analyses, and other activities to business stockholders.

Activity Instructions

Briefly discuss the marketing research process. How can a firm leverage its marketing information systems (MIS) to yield the greatest value for its research efforts? Your discussion should cover the six steps of the marketing research process.

Response Guidelines

Cover research methodology and some of the electronic sources that are now available to the marketer.

Note: Your feedback to other learners is expected to prompt and sustain robust discussion threads. Shape your

contributions to your peers by using critical thinking techniques such as:

  • Analysis.
  • Interpretation.
  • Compare and contrast.
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