Purchase Solution

Customer Retention Marketing Research Plan

Not what you're looking for?

Ask Custom Question

A large international rental car company decides to develop a customer retention program. The goal of this program is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan that will help the company design the retention program. Specifically identify the type of information the company will need to design the retention program. Where to get this information from and the best method to get this information.

Purchase this Solution
Solution Summary

This solution discusses customer loyalty and provides guidance for researching and developing a customer retention plan. This solution is 443 words.

Solution Preview

In order to design the retention program or to be more appropriate, loyalty marketing plan, the company will need to conduct extensive primary and secondary research to gather more information about the industry.

Let us first start with primary research. The company will need to extensively analyze the buying behavior of its customers. In other words, it will need to identify the circumstances revolving the purchase decision or buying behavior of its customers, such as decision making criteria for making the purchase of car rental services, key attributes or features desired by the customers, frequency of purchase, reasons for selecting other service provider over the company, etc. Such information can be gathered via various ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
Recent Feedback
  • "Thank you. "
  • "Thank you"
  • "Thank you. I got 20/20 last week for my discussion you help me out with."
  • "Thank you. Great Job. "
  • "Thank you. Great Job. "
Purchase this Solution
Free BrainMass Quizzes
Organizational Leadership Quiz

This quiz prepares a person to do well when it comes to studying organizational leadership in their studies.

Situational Leadership

This quiz will help you better understand Situational Leadership and its theories.

Business Processes

This quiz is intended to help business students better understand business processes, including those related to manufacturing and marketing. The questions focus on terms used to describe business processes and marketing activities.

Lean your Process

This quiz will help you understand the basic concepts of Lean.

MS Word 2010-Tricky Features

These questions are based on features of the previous word versions that were easy to figure out, but now seem more hidden to me.

View More Free Quizzes
Related BrainMass Solutions

  • Marketing Research Plan

    468933 Marketing Research Plan A large international rental car company decides to develop a customer retention program.

  • Customer Retention Strategy: private member health clubs plus a structured essay plan

    Introduction: Background of Facility Definitions: A)Defining Customer Retention Strategies B)Defining Relationship Marketing Discussion of relationship marketing as a tool for customer retention II. Service Quality A. B. C.

  • Problem Solution: Smith Systems Consulting

    These changes will include devising an effective brand strategy and customer acquisition and retention plan that will ensure not only the retention of SSC's current client base but also make SSC competitive enough to acquire and retain the new larger

  • Customer Life Time Value Exercise for Jones Blair Management

    life time value = Customer life time*Average annual gross margin per professional =6.67*12600=$84000 Total Life Time Value of current customers under revised marketing plan = 84000*116.67 = 9,800,000 Maximum amount which the marketing director can

  • Characteristics of a CRM Plan

    Customer relationships are categorized into two: retention or contractual situations, wherein customers who don't plan to renew are considered lost by the company, and the customer migrations situations which refers to events wherein the customer who

  • Huffman Trucking marketing scenario tables

    00% customer satisfaction rate. 100% customer retention Customer relationships have improved as evidenced through 100% customer retention rate over the year 100% customer retention rate. !

  • Determining the success of a marketing plan

    Similarly, metrics such as decline in customer complaints, improvement in customer retention, etc. can also reflect success of marketing campaign.

  • Marketing Plan Presentation and Defense

    212848 Marketing Plan Presentation and Defense I need assistance in developing a marketing plan presentation and defense for a health insurance company. 1. Select value added customer initiatives 2.

  • The Customer and The Consumer

    - Retention Marketing The web defines Retention marketing as marketing to existing clients/customers and prospects, with the goal of retaining their business while stimulating the marketer's sales.

View More Related Solutions