Choose 3 questions from below to answer, need quotes and examples to prove your point


•Customer loyalty is said to have both attitudinal and behavioural dimensions (Dick & Basu, 1994). Using academic theory, explain why organisations seek to create both attitudinal and behavioural loyalty

•Employees are said to play a crucial role in helping their employers to develop good relationships with customers (Heskett et al., 1994). Using academic theory, explain what you understand by the expression ‘internal marketing’?

•Value-based communities are associated with the concept of ‘tribal marketing’ (Cova & Cova, 2002). Using academic theory, how would you distinguish consumer tribes from brand communities?

•Key account management (KAM) is an important approach to building business-to-business (B2B) customer relationships. Referring to academic theory, what are the main reasons for adopting KAM?

•Morgan & Hunt (1994) define ‘lateral partnerships’ as forms of business-to-business (B2B) relationships. By referring to academic theory and by using appropriate examples, set out why companies might need to form lateral partnerships with competitors.