Break down and carefully examine the most important parts showing how they are related, whether they work together and why are important.
Contrast Focus on the differences between qualities, subjects and other things.
Demonstrate Use clear thinking to either:
- Prove by using statistics and reliable evidence etc., or
- Explain to show you understand, by using examples and/or experience.
Describe Write in detail the main points or characteristics in a logical sequence without interpreting the information.
Explain Give reasons; describe how something happens.
Complete the following tasks by writing complete sentences and paragraphs. For tasks ONE and TWO it is expected that secondary sources will be used to support your answers. All secondary sources used must be accurately referenced using APA 6th Edition.
Describe Customer Engagement and its role in contemporary business environments. (10 marks)
Analyse how SDL and GDL are different in regards to their view of the customer, the exchange and the consumer-brand relationship.
In your answer, ensure you:
- Explain what a dominant logic is.
- Contrast the role of the consumer in Service Dominant Logic to the role of the consumer in Goods Dominant Logic.
- Contrast the role of the exchange in Service Dominant Logic to the role of the exchange in Goods Dominant Logic.
- Contrast the role of the customer-brand relationship in Service Dominant Logic to the role of the customer-brand relationship in Goods Dominant Logic.
Introduce at least one (1) familiar business by summarising its name and background – including offering, competitors and customers.
Demonstrate (by providing two (2) examples) how a SDL perspective does/might influence the familiar business’s customer engagement (e.g. possible objectives, strategies, and tactics).