Reference no: EM132829700

Question 1: Brand equity

Nestle is one of the most well-known brands in the world for its brand equity. Its brand equity is usually categorized by the target segment and market, which include cereals, coffee, chocolate and much more.

A. What is brand equity? Why does Nestle have a strong brand equity?

B. Discuss the advantages for Nestle for having a strong brand equity

Question 2: Relationship marketing

One of the foundations of Amazon's success is the company's intelligent use of CRM (Customer Relationship Management). Amazon's CRM software captures customer data at the point of purchase, which it uses to instantly customize its users online experience. Amazon's interface is simple and easy to use. Customers can view their own order history and how much they've been spending. Returns are handled easily through the system. Re-ordering is a breeze and purchases can be tracked through every state of the delivery process.

CRM software allows Amazon to collect personal and payment details and makes it very easy to customers to buy products again. It sends tailored offers, promotions and recommendations to customers based on their past purchases and interests.

Customers can deal with almost every issue they might have through their accounts. And if there's something that does require a customer to speak with a customer service assistant: CRM to the rescue again. Amazon staff have customer details, meaning quick and efficient resolution to all problems - and more satisfied customers.

Amazon's use of CRM has been influential in the growth of its services. With these smart and automated practices, it's not hard to see why Amazon are crushing the competition.

Required:

A. Discuss what is meant by relationship marketing and discuss at least four of its benefits for Amazon.

B. Discuss the relationship between relationship marketing, customer lifetime value, satisfaction and loyalty and profit.

Question 3: Accounting for values

XYZ Company bought real estate properties in Boston 50 years ago for $30,000. In 2020, a real estate appraiser inspects the properties and concludes that their expected market value is $2 million. The company has been using historical accounting principles for the last 50 years. A newly appointed financial manager recommends the use of fair value accounting for the value of the properties.

Discuss the difference between the two approaches. Do you agree with the financial manager? Why or why not?