1. Which application approach would you be most relaxed using, given your personality and personal preferences? Why?
Would your selected approach be universally applicable to any given situation?
For others - how would you respond to your peer's style?

2. What do you see as the main stumbling blocks to the successful use of the internal marketing approach? Assumed the hierarchical structure of employees in most organizations, is internal marketing a feasible approach for most organizations? Why or why not?

3. After firms rank their customers on effectiveness or lifetime value measures, highly money-making customers get special attention, while non-paying customers get poor service or are ‘fired.' What are the ethical and social issues involved in these practices? Could CRM be misused? How and why?

4. Of the two kinds of customer expectations, adequate performance expectations fluctuate the most. Define situations that might cause adequate expectations to increase thereby narrowing the width of the zone of tolerance. What might an organisation do in these situations to achieve its satisfaction targets?