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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
Question One
Produce a report to present to the senior management team, evaluating how relationship
marketing can help an organisation retain customers. Evaluate how effective the organisation is
in retaining its customers compared to TWO main competitors
Question Two
Following on from question one, outline how Morrisons could apply Relationship Marketing
concepts in order to increase the total value proposition of the new loyalty card. You should
focus upon the five primary stages of customer value as outlined by Buttle.
Your answers should provide evidence of wider academic reading and this must be
appropriately referenced using the Harvard referencing style
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