Principles of Marketing Lesson 4

Marian Fel I. Demalata

PRE-TEST

1. E
2. B
3. C
4. D
5. A

LOOKING BACK TO YOUR LESSON

1. 1
2. 2
3. 3
4. 4
5. 5

WOKSHEET L4-01

Activity 1.

Yes, though relationship marketing and customer relationship marketing both aim to create strong
relationship with the customers, customer relationship focuses more on customer retention and not on
acquiring large number of customers unlike relationship marketing which aims to develop and manage
long term relationship with larger customers.

Activity 2.

Amazon- For over twenty years, Amazon has set the standards in e-commerce with almost unrivaled
product inventory and competitive prices, and while that would be plenty for a successful business,
what’s taken Amazon to a legendary brand is the combination of customer experience and product that
keeps people coming back for more (Hunersen, 2019). Amazon has many different options that they
offer to their customers to give them effortless experience such as delivery options, physical options,
ordering options, and return options. Because of these options that offers convenience, the customers
are more than willing to give their loyalty in exchange.

Apple- Millions of people venture into Apple stores every month with the intent of playing with some of
the slickest and coolest consumer gadgets and computer equipment the tech world has to offer. Apple
Store associates are trained to walk customers through five distinct service steps (adapted from The
Ritz-Carlton: Steps of Service), which beautifully spells-out the acronym APPLE: A: Approach customers
with a personalized, warm welcome; P: Probe politely to understand the customer’s needs P: Present a
solution for the customer to take home today; L: Listen for and resolve issues or concerns; E: End with a
fond farewell and an invitation to return (futurestores.wbresearch.com). With this strategy being put to
real action, Apple was able to gain the loyalty of the customers.
WORKSHEET L4-02

1. Value
2. Networking
3. Correct
4. Correct
5. Personalization

WORKSHEET L4-03

1. Politeness
2. Customer value
3. Customer service
4. Customer Relationship Marketing
5. Communicate often

REFLECTIVE LEARNING SHEET

Yes, for me the concept of customer value can still be used despite this pandemic. Surely there occurs
many interference that affects the relationship between the companies and their customers because of
the new normal system but this should not stop the companies to provide the customers with the best
cost, the best products, and the best service. Companies can still communicate with the customers with
the help of the internet and telecommunications, though its different from face-to-face or direct
delivery of product or service, the company should maintain the compassion and professionalism in
serving quality with the customers in which the customers will feel valued and will keep their patronage
and loyalty to the company.