Marketing Research Plan
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A large international rental car company decides to develop a customer retention program. The program's goal is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan to help the company design the retention program. Specifically, you need to identify:
1. Why this program is important.
2. The type of information the company needs to design the retention program.
3. Where to get this information.
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Step 1:
This program is important because heavy users of rental Car Company are the best contributors. The company's plan to grow will not be possible unless it retains most of its heavy users. Also, the retention program is important because the rental Car Company is expanding abroad and the heavy users also have operations in countries where the rental Car Company is expanding. The retention program will enable the company to expand its operations abroad. Further, there is an increase in ...
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