Please respond to all questions in a Word document. Make sure to number each response, double space. I have all the documents that can help you answering questions.

While there is not a min/max word limit/requirement for each response, be as concise and to the pointas possible (at least 8-10 lines). If you are writing pages for a response, it is too much. Do not repeat what was in the bookor the journal paper. Be original in your examples, definitions and interpretations. It is fine to useoutside sources.

1. The first paper covered in class was “Marketing Myopia” – discuss how CRM is linked to thispaper. Be specific and use examples.

2. In the journal paper, “The Four Perils of CRM,” the pitfalls associated with a marketing programare discussed. What other pitfalls are there (other than those discussed)? Please provideexamples to support your response.

3. The complete CRM experience is neglected by CEOs and other members of senior management.In addition to the CEOs, what specific other members of senior management might beconcerned with the CRM experience? What are some of the reasons marketing programs areneglected? What are the areas of neglect?

4. You are facilitating class next week and need to provide material to the rest of the class to makesure they understand the ServQual Gap Model. Please provide an overview of the concept andmake sure to highlight the critical points.

5. In the journal paper “Why Satisfied Customer’s Defect?” both customer satisfaction and loyaltyare discussed. At the two linked? How? Take a position and support it.

6. Chapter 4 discusses loyalty programs. Sometimes loyalty programs are misunderstood andmisapplied. Do you agree with this statement? Do loyalty programs work or are these gimmicks?Take a position and support it.

7. In “Do You Want to Keep Your Customers Forever” the concept of customer sacrifice is discussed.What is this? Use a scenario to respond.

8. Discuss customer churn and its impact on the bottom line. Give an example using numbers toillustrate your response.

9. I assume everyone has seen the show Shark Tank. There are pitches for products and servicesthat would fall under both mass customization and craft customization. Discuss the differencebetween the two and give an example of both in your response.

10. Does every one-off transaction eventually have the opportunity to become a relationship? Isthere a cross over point where there becomes a “state of interdependence”? When is this?

11. Is customer sacrifice always bad? Explain.

12. “Get Inside the Lives Of Your Customers” discusses customer scenarios and gives an example ofone. Discuss the benefit of customer scenarios. Also, give your own example.