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Unformatted text preview: enhancing customer loyalty), and financial accountability (providing the most desirable financial outcomes for shareholders). Mullins, J. W., Walker, Jr., O. C. (2010). Marketing management: A strategic decision making approach (7th ed.). Boston: McGraw-Hill Irwin. 2. Market Orientation Compare and contrast the advantages and drawbacks of having a marketing orientation in an organization. Make sure to include an example in your discussion. Assignment The Exchange Relationship Develop a two- to three-page paper in the correct APA writing style on the issues facing companies who must market products that may not be an easy sell. What impacts the exchange relationship when the customer does not particularly want to BE a customer (example: funeral services, diabetic equipment)? How can companies effectively approach this relationship?...
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- Spring '11