SECTION B Q2. According to Dwyer, Schurr and Oh (1987), the type of…SECTION BQ2. According to Dwyer, Schurr and Oh (1987), the type of relationship that develops between a supplier and a customer is determined by the different amounts of motivational investment that buyers and sellers are prepared to commit to the relationship. Identify and discuss the four types of buyer-seller relationships with practical examples. (20 marks) Q3. The Chief Marketing Officer of Multimedia Group asserts that “relationship drivers appear to have an important bearing on the decision to develop a relationship marketing approach”. As a newly recruited employee in the marketing unit, you have been task by your supervisor to undertake a powerful presentation on relationship drivers. Critically discuss three (3) of such relationship drivers backed with practical examples and comment on how one of the drivers would inform the group’s objective of achieving sustainable competitive advantage.marks)Q4. Define the concept of Key Account Management (KAM). Discuss three (3) factors that necessitates the implementation of KAM with practical examples. State two ways of effectively targeting Key Accounts (20 marks) Q5. In the 1990s, the debate regarding RM’s place within marketing theory could be summed up as a choice between four ‘alternative’ philosophical viewpoints. Discuss these four philosophical viewpoints with real-world illustrations and state one factor that may influence a company’s position on the TM/RM continuum. (20 marks) Arts & HumanitiesCommunicationsMarketing MARKETING& 605
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