A 750-word paper that includes three references two from the material in this lesson. Needs to be a 5 paragraph essay. An introduction, three body paragraphs, and conclusion. The body paragraphs have be included in the introduction and conclusion.
Essay Objective: Design a marketing plan that will demonstrate entrepreneurial approaches to formulating product, price, promotion and distribution strategies and action programs.
Introduction: Customer Relationship Management (CRM) is used to manage a company’s interactions with current and future customers. Key Account Management (KAM) over and above selling products to high end customers also considers the customers strategic role in the growth of suppliers.
Deliverable: The essay for this lesson is required to be a minimum of 750 words that clearly demonstrate your understanding of the activity. Essays should have a clear introduction, thesis statement and conclusion, written in APA format (https://owl.english.purdue.edu/owl/). A minimum of three sources, at least two from the lesson, must be cited in-text and in the Reference list.
Activity Details
Perform the following steps:
Step 1: Introduction
Begin with an introductory paragraph that describes what Customer Relationship Management (CRM) and Key Account Management (KAM) are.
Follow-up with multi-paragraph response that compares and contrasts CRM and KAM.
Describes how a key account manager will use a CRM to improve performance and communication.
Step 2: Research and Content
Read the following overview materials about the results of a study that focuses on the best practices and strategies for key account management.
Richards, K.A., & Jones, E. (2009). Key Account Management: Adding Elements of Account Fit to an Integrative Theoretical Framework. Journal of Personal Selling & Sales Management, 29(4), pp.305-310.
Describe the results of the study including best practices and strategies for Key Account Management. Consider and elaborate about the importance of relationship effectiveness as it relates to Key Account Management.
Step 3: Conclusion Summary
Summarize what you have learned and describe how Customer Relationship Management (CRM) and Key Account Management relationships can impact the outside world.
Essay Rubric
APA Styles
Use these writing guidelines:
Include a cover page and references in addition to your required word count.
Use correct APA format.
Double-space text.
Use size 12 pt. Times New Roman type.
Use section headings to organize. (optional)
Indent paragraphs.
Include in-text citations.
Use correct spelling, grammar, sentence structure, and verb tense
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