1. Explain the differences between transactional and relationship marketing. How do these differences lead to increasing emphasis on logistical performance in supply chain management?
2. What, in your opinion, would be the major logistics challenges faced by Unilever in this initiative?
3. The framework for strategic choice suggests that consumer profitability and product profitability are the two most important criteria. If you were in the position of revamp¬ing a firm's customer relationship strategy, such as Unilever's Supply Chain 2010 Initia¬tive, what other criteria might you consider?
4. What is meant by value-added services? Why are these services considered essential in a customer success program?