MKAN1-UC5106001 FALL 2020FINAL EXAM
DUE NOT LATER THAN 12/14/2020 17:50 EASTERN US TIME
INSTRUCTIONS: The questions below are seeking your comprehension of the entire subject matter of CRM. Since this is a take home exam, merely repeating what is in the text or on the PP is not enough for full credit. I need to see your COMPREHENSION OF THE PROCESS, which includes concepts, keywords and flow. I am looking for your INSIGHT as well as your grasp of the specifics. Clarity and organization of thought are primary, which also INCLUDE the key Touchpoints you learned in class. A list is not an answer. Length is not a solution; take as long as you need to answer, but do get to the point and be sure to include the keywords.
Please copy each question above your answer. There is no prescribed length as long as you give a clear answer to the question.
Please submit your answers in Word format so I can easily mark on your submission. IF you don’t have Word, Pages will Export to Word for you. Submitted Filename should be in the format: “your_name MKAN1-5106001 Fall 2020 Final Exam”.
Good luck and it was my pleasure teaching and learning from you this semester!
1. Describe the CUSTOMER JOURNEY, stage by stage, using the correct terms and description of each stage, from the Top of the Funnel to the bottom; the Funnel goes from Hope to Fulfillment.
2. In class, we talked a lot about VALUE. What is VALUE? How do customers weigh VALUE? What is the relationship between VALUE and PRICE and how does it affect your marketing efforts, considering BOTH your product/service and that of the marketplace and its key actors?
3. CUSTOMER EXPERIENCE is the Customer’s Cognitive AND Affective response to their interaction with your product or service. Why is CUSTOMER EXPERIENCE more important in today’s marketplace than 20 years ago? What form will the efforts companies have to make Post COVID-19 differ from before and WHY?
4. Name and Describe what are the TWO types of Data companies are faced with analyzing in today’s marketplace. What challenges do they face and what are the strategies they can use to be sure that they are receiving information that relates directly to the THREE main stages of CRM as stated in Buttle and Maklan?