Order ID:89JHGSJE83839 | Style:APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
Customer Relationship Marketing Essay Assignment
Individual Assignment 2 Scenario: Best Buy
As a team leader of a consulting company, John Landers is in deep thought wondering how to
develop a presentation to the client firm, the Best Buy next month. (Please read the Case 4-1: Best Buy
of the textbook). Last few years, market condition deteriorated dramatically with increased online
competition and reduced customer spending. The tough business conditions and slow economic
recovery drive many corporations into more intense customer relationship marketing programs. In
addition, increased use of online and mobile shopping and e-purchase can threaten the growth and
survival of the physical retail chains. John needs to collect any relevant information and document all
these new developments in his report. Based on the assessment, John should develop alternative value
based market segments, segment profiling, and relationship marketing options for the client firm.
In his presentation, John thinks that he needs to perform the client firm’s life time value analysis and
customer portfolio analysis. John believes that he needs to answer the following questions for his client
firm.
Calculate the lifetime value of typical customers and identify value based segments for Best Buy.
Choose 2-3 value based segments and describe their typical customer profiles.
recommendations would you offer to Best Buy in managing its customer portfolio?
table in the textbook. Make any needed assumptions and use your best estimates in calculating
the lifetime value. You may include the excel table as an appendix in your report.
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Customer Relationship Marketing Essay Assignment |
Customer Relationship Marketing Essay Assignment