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Relationship Marketing/Crm

Case Study Questions:
You are required to answer BOTH of the following questions. Each question carries
equal marks.
Following the recent launch of the Match and More card, you have been appointed
as the Marketing Manager of Morrisons to ensure their new loyalty card is fully
integrated as part of their CRM strategy. Making use of the information from the
Morrisons case study as well as your further research, you are required to address
the following two questions as in a single report to senior management.
Question One:
Using one or more relevant theoretical framework(s), explain how relationship
marketing can help the organisation retains its customers.
Question Two:
Identify opportunities for using marketing automation to enhance the Match and
More loyalty programme offered at Morrisons.
Your answers should provide evidence of wider academic reading and this must be
appropriately referenced using the Harvard Referencing style.


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