COIN72 - Lesson 8 Assignment

Experiential and Buzz Marketing

The complete text of this assignment will appear during the third week of May. In this week you'll focus on three areas: experience marketing, buzz marketing, and Customer Relationship Marketing (CRM).

• Experience marketing - http://en.wikipedia.org/wiki/Relationship_marketing
• Buzz marketing - http://en.wikipedia.org/wiki/Marketing_buzz
• Customer Relationship Management (CRM) - http://en.wikipedia.org/wiki/Customer_relationship_management

Lab exercise and assignment deliverables

The full text of this assignment will appear during the third week of May. You'll answer three questions, and then describe an experience you had with a company or organization that affects your 'relationship' with the brand, and an experience with a companies call center, i.e., CRM, that affected your brand experience. The draft questions are posted below to give you an idea of what you should be working on.

1. Describe 'experiential marketing' in both general and specific terms, and use examples common to most people, and a specific example that you have observed.
2. Describe 'buzz marketing', and give an example that you have observed. How would you use buzz marketing to promote a company, organization, or event? You might use social media examples.
3. What is CRM (Customer Relationship Marketing)? Describe in general how companies use CRM, and at least one specific example where you have used CRM (call, email, Web, 'customer care' etc.)
4. Describe how your relationship with a company or brand has been affected through 'experience and/or relationship marketing'. Think about your total experience, and how you were influenced. Could the company or organization worked harder or differently to more positively affect the outcome. Is it something that still could be changed for the better? How would that be managed?
5. Describe how your relationship with a company or brand has been affected through 'customer relationship management or customer care'. Think about your total experience, and how you were influenced. Could the company or organization have worked harder or differently to more positively affect the outcome. Is it something that still could be changed for the better? How would that be managed?

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Lesson 8

Copyright © 2010 - 2011 Robert D. Cormia - May 14, 2011