Employing Mystery Shopping As A Research Strategy To Enhance Customer Relationship Management In The South African Wine Industry
MARKETING RESEARCH IV
REPORTING AND REFERENCING
Marketing Management: B-Tech (2008)
Cape Pininsular University of Technology
"Employing Mystery Shopping as a research strategy to enhance Customer Relationship Management in the South African Wine Industry"
ATT: Mr. N Haydam
By:
D. Cromhout 205151752
B. Kebapetse 205093329
L. Lazurus 205173438
J. Parr 204134927
C. Shikuambi 205092535
EXECUTIVE SUMMARY
This is a Wine Industry research and referencing document. It has been constructed for any individual or group interested in increasing marketing effectiveness of a wine farm or region.
Section 1, 2, and 3 starts off by giving a brief overview of the wine industry situation in South Africa in a fairly holistic article. It then goes on to give a insight on general international wine industry concepts, and concludes with marketing considerations for the wine industry.
Section 4 analyzes a specific marketing strategy called Customer Relationship Management by fleshing out the various concepts thereof as well as giving wineland related information.
Section 5 looks even more closely at a specific research method used in CRM programs called Mystery Shopping. This field of marketing is then also applied to the wine industry in section 6.
At the back of the document are a few various appendices which assist in clarifying information covered in the main sections of the document.
Finally, the document concludes with a specialized appendix called the “Winelands Marketing Toolkit.” This section is a collection of many useful papers that have been constructed for the wine industry and is useful for decision making as a wine industry professional.
TABLE OF CONTENTS
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2 Executine Summary
3 Table of Contents...
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