In this section of your marketing plan, you should distinguish between your core product—a good or a service— and supplementary services.

1. Develop an internal marketing program that will ensure that employees are prepared to deliver the core and supplementary services.
2. Using the flowchart in Figure 12–7 as a guide, create a customer contact audit to identify specific points of interaction with customers.

Fig 12-7

3. Describe marketing activities that will:

(a). Address each of the four I’s as they relate to your service and

(b). Encourage the development of relationships with your customers.
Add this section as an appendix to your marketing plan and use the results to develop your marketing mix strategy.

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1. Customer contacts rental company 3. Customer arrives 4. Receive customer information 7. Customer returns car to receiving lot 6. Customer takes bus 5. Assign car to car and departs 8. Customer checks in 9. Receive customer information 2. Receive customer information 10. Customer receives bill Access reservation system A. Inspect car B. Perform periodic maintenance C. Prepare car for next rental and park in ready lot D. Update car status in reservation system