Module 8, Assignment: Instructions & Submission

Read the attached document: Marketing in Retail: Making the Case for the CMO Benchmark Report, 2012

Answer your questions for this assignment. Minimum word count is 400. Always restate the questions.

1. In an organization, in your opinion, who should “own” the customer experience/customer relationship? What does that mean?
2. Refer back to your textbook citing page numbers to support your answer. 
3. How is your opinion in number one similar or different than that reported in the report (see Figure 4)?
4. How does RSR define retail “winners”? Besides the definition, what are two characteristics of winners? Give page numbers in the report.
5. According to the report, what are today’s top three external business challenges to marketing? Does this match with what you have learned in this class so far?
6. According to the report, what are the top three internal challenges to implementing a marketing strategy? Does this match with what you have learned in this class so far?
7. According to the report, what are the two most valuable foundational technology solutions for marketing operations. Does this match with what you have learned in this class so far?
8. In your own opinion, should businesses hire a top executive for customer relationship management? Support your answer.