Business Customer Relationship 1. Based on IKEA, explain how the innovation of relationship marketing practices by E-commerce entities (Internet) is changing the marketplace as we know it. Relate to relevant relationship marketing theories and concepts here. 2. Four (4) types of bonds can tie a customer to an organization, how IKEA use these bonds to improve the customer retention rate in the organization. 3. Explain the shift from mass production to mass customization and relate to it to IKEA.

4. You have to identify and make at least three (3) Customer Relationship Management recommendations for IKEA. How IKEA manage any ethical issues originating from the collection of customer data for CRM?