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QUESTION FOUR The influx of regular media not to mention the fast developing technological innovations,...

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QUESTION FOUR The influx of regular media not to mention the fast developing technological innovations, improved access to technology, social media and competitor information has led to a more intensified competitive media environment. This situation has not only given consumers a lot of choices but also increased the propensity of media customers becoming polygamous. As a marketing student, you are aware that losing loyal customers can have dire consequences for the media. a. Why has customer loyalty become such a crucial goal for the media in Ghana? (5 Marks) b. Discuss at least five (5) strategies the media in Ghana can use to improve customer retention and loyalty rates (10 Marks) END OF PAPER

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