Name:
Marketing 1311
Homework 3
____/5
Due: Tuesday, October13 (Sunday/Tuesday class); Wednesday, October 14 (Monday/Wednesday class)
Directions: The assignment is due at the beginning of class by hard copy if you are in class, and by e-copy if you are
not. If you need to print your assignment, come to the lab early to print it before class. I have paper in my office if
there is no paper in the printer. Late assignments will result in a 50% grade reduction. After you have completed
your assignment, I recommend emailing it to yourself so you can access it anywhere. Putting it on a flash drive, and
leaving/losing the flash drive is not an acceptable reason for a late assignment.
You must do your own work. Copying from another student, or using another student’s work for rewording will
result in a O for both students.
The assignment must be typed. Use this word document, and expand it to the length needed. Do Not Change the
Format. If you do, you will lose 20%.
Use the following pages in your book:
Pages 122-123, Domino’s Pizza: Listening to Consumers and Letting Them Know You Heard Them
Pages 131; Planning Primary Data Collection
Page 133; Strengths and weaknesses of Contact Methods
Page 143-144; Vodafone: Strong Customer Relationship Management
1.
List the research approach and what contact method Domino’s Pizza used to get information from its
customers. Be specific in your examples. Choose 5 examples. List a research approach, contact method,
and example of the use.
1)
2)
3)
4)
5)
2. List 2 benefits of Domino’s Pizza’s negative advertising campaign besides their increased revenue and
profits.
1)
2)
3) What do you think (your opinion) a 3rd benefit could be? Justify your answer.
3.
List 5 ways that Vodafone collects information about customers in order to know their needs.
1)
2)
3)
4)
5)
4.
How does Vodafone ensure that it offers customers consistent service across all contact methods and
places?
5. A. How is Vodafone’s CRM system different from other telecom companies?
B. What is the benefit to the customer?
C. What is the benefit to Vodafone?
6.
How is Vodafone able to offer personalized promotions to individual customers? How does Vodafone know
what individual customers want?
Bonus: How is any company’s loyalty program valuable for the company regarding their CRM system? Give an
example for any company or type of company.