MKTG205-1101A-15 Principles of Marketing Unit 2 Individual Project Apple, Inc. and Customer Brand Loyalty: Enhancing Customer Brand Loyalty

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MKTG205-1101A-15 Principles of Marketing

Assignment Name: Unit 2 Individual Project

Deliverable Length: 2-3 pages

Details: People understand the importance of keeping customers happy. Customer retention and repurchase is based on brand loyalty and therefore increases a company's revenues. Select a company that you think has a good strategy for developing relationships with its customers.

In 2–3 pages, describe and critique the company’s strategy for developing relationships with its customers. The critique should begin with a discussion of the programs that are currently in place. At a minimum, consider policies for the following:

* Handling customer complaints

* Providing information about new or existing products

* Placing orders

* Receiving any other feedback from customers

* Tracking an order

The analysis should discuss what is good about the policies and what needs to be improved. The final section should include recommendations for improvements. Discuss how the company can build customer relationships and/or capture value from customers. Suggest strategies that are not already in use.

As a guideline, your recommendations should be about 1 page in length. Please submit your assignment. For assistance with your assignment, please use your text, Web resources, and all course materials.

Please refer to the following multimedia course material(s): * Unit 2: Sound Marketing Within An Organization * Unit 2: Appealing To Consumer Behavior * Unit 2: Customer Value/Satisfaction Minimum of 6 in-text citations with reference page APA format. Points Possible: 125 Date Due: Sunday, Feb 20, 2011 # Objective: Describe the function of marketing and demonstrate its importance to the overall success of the organization # Justify the importance of customer relations and customer satisfaction to marketers # Identify the reasons why it is essential for the marketing department to collaborate with other departments in the organization in order to be effective Submitted Files: Submit Assignment Score: N/A Instructor Comments: No comments have been made

Business Financial Scenario

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Consider the following scenarios: Please help answer and explain each of the 2 scenarios (1 and 2 listed below) Thanks ...

Scenario 1: to assist the sales of your products in a particular foreign market, it is suggested that you pay a 10% commission to a "go-between" who has access to high-ranking government officials in that market. You suspect, but do not know for certain, that the go-between will split the commission with the government officials who decide which goods to buy. Should you do it? Does it make a difference if your competitors routinely pay such commissions?

Handling Customer Complain

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A customer has asked for a refund on a computer purchased from you. Your boss has looked at the situation and finds the request unreasonable. The product in question has been repaired and returned and the customer admits continuing to use it, but complains that it does not do everything your firm advertised it would. Write a formal letter using block style. Tell the customer there will be no refund, but do so in a "you-oriented" way in which you have a chance of maintaining a relationship going forward.