Describe the case :  Firestone Tires Recall (Year 2000) What happened? What was the caused of the accident? What was the ethical dilemma? What has been done to ensure that a similar ethical dilemma do

MKTG 6140

Chapter Prep Assignment 3: Chapter 3; Ashley et al. (2011); Grönroos, C. (2017). Due date: 9/15/2019

Points possible: 15

This assignment is based on Chapter 3, and the Ashley et al. (2011) and Grönroos, C. (2017) articles. Pick and answer three questions and upload your responses to the dropbox created for the assignment. At least one of your questions should be on one of the articles (Q6, Q7).

For the discussion on the DB, pick one of the questions that you answered and copy and post that question and its answer to the DB forum.

1. Discuss what you understand by relationship marketing. Which of the definitions in Table 3.1 (page 81) best relates to your definition? Why? Write at least 5-6 sentences in your response.

2. List and discuss two factors that would justify a company having a relationship with its customers/clients. Write at least 3 sentences about each factor.

3. List and discuss three characteristics of a company’s relationship with its customers/clients. (When we say a company has a relationship with a customer, what does that mean?) Write at least 3 sentences about each characteristics.

4. Discuss how one company that you know exemplifies that it practices relationship marketing (‘Theory in Action’). Write at least 5-6 sentences in your response.

5. List and describe two benefits of relationship marketing to a customer. Write at least 3 sentences about each benefit.

6. Based on the Ashley (2011) article, list and discuss three factors that influence consumers’ relationship program receptiveness (RPR). Write at least 3 sentences about each factor.

7. Explain what Grönroos (2017) means by relationship marketing readiness, and discuss the two factors he proposes as important to its assessment. Write at least 5-6 sentences in your response.