Reference no: EM131862084

Question: Part 1 - Answer each question with a 100+ word and if needed citations.

1. What is relationship marketing and why is it important?

2. Please provide an example of applying the concept of customer value to a personal or professional experience. What types of tools or strategies were used?

3. How can the three phases of the planning stage of the strategic marketing process be applied to the development of your personal brand?

4. How important is it for a small business versus a large business in relation to setting strategic direction? How does marketing strategy relate to this type of activity?

5. Which is first - Market Planning or Strategic Planning? Why?

6. Why is environmental scanning an important element of the marketing plan and what are its five forces?

Part 2 - Scenario: You have just graduated from the University with your Bachelor's Degree. You have decided either to seek a promotion at your current work, explore new career opportunities, or open your own business and are using your marketing knowledge to position yourself for career growth.

Develop a 1,050-word response to the following using the scenario above:

1. Provide a definition of marketing from the American Marketing Association.

2. Define the customer value proposition. Discuss the differences between the marketing process and advertising, the goals of creating a strong customer value proposition, and the unique relationship that exists between company and customer.

3. Use your workplace, a company you would like to work for, or an entrepreneurial vision and apply the concepts of the customer value proposition and relationship marketing to their operations. Introduce who the company, or business idea is and what they do. Provide examples demonstrating how the company uses these concepts successfully. Are there any ways they can improve in these areas? How?

4. Determine how your own personal brand links to the organization's customer value proposition. Discuss ways you can integrate a customer value proposition and use relationship marketing to position yourself the best. Please share examples to illustrate your thoughts and reasoning.

Cite a minimum of two peer-reviewed sources.