The Foundation of Contemporary
Roger J. Baran and
Robert J. Galka
This book introduces students to customer relationship management (CRM). With in-depth cov
erage of business and consumer markets in various vertical markets, the
CASE STUDY (PARTIAL)
Situation Analysis & Organizational Objectives
Critical inferences from the case as relates to CRM
Ask yourself so what?
Identify organizational objectives that can be met with
Look at pg 5,16,48 and 60
Answer 1: Matt Smith manage print service and IT Service Company, where he develops strong
business and sales people. He discussed about 5 steps of interview process:
1. Follow process: Touch and feel quick interview, no text book, candidate has to make
Leadership Review Chapters 1-4
Leadership - is an influence relationship among leaders and followers who intend real changes and
outcomes that reflect their shared purposes.
What Leadership Involves
Paradigm - is a shared mindset that represents a f
Marketing Review Chapters 1-7
CHAPTER 1 Why is Marketing Management Important?
Marketing = is defined as an exchange between a firm and its customers. Perry defines
marketing as facilitating exchanges
1. Customers: Who are they? What a
4. Target Market Selection
1. Most students from both 1. Relatively low income
UWO and Fanshawe College indicates that the relatively
often go to White Oaks Mall for low
21. A target market is best characterized by which of the following statements?
a. Target markets will remain stable over time, considering economic climates.
b. Target markets change over time as consumers drop in or out of the market, and as
13.Shannon Ross is a sales manager for Pampered Chef, a company that sells, through parties,
kitchen tools and other aids for cooking. She is very concerned about making sure her
salespeople understand the importance of treating each customer fairly and d
27.What is apparently the most difficult external variable for marketing managers to forecast,
influence, or integrate into marketing plans?
b. social factors
Social factors and changes are difficult to fo
67.A furniture retailer that specializes in selling entire rooms of furniture has hired you to
identify 25 geographic target markets that can be described as multicultural societies.
What types of locations should you offer this firm?
a. cities that have
1.What is the term for the concern of business for the long-range welfare of both the company
and its relationships to the society within which it operates?
b. corporate social responsibility
c. cultural sensitivity
d. conventional morality