A marketing program must connect an organization with its customers. In this exercise, we will investigate marketing
Question:
A marketing program must connect an organization with its customers. In this exercise, we will investigate marketing programs, the marketing mix, and the important concept of customer value.
Effective relationship marketing strategies help marketing managers discover what prospective customers need. They must translate this information into concepts for products and services that the firm might develop. The marketing manager can then convert these concepts into a tangible marketing program?a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers. To better understand marketing programs, this activity will explore the elements involved in marketing products and services to two distinct car rental service segments. The first is the business traveler segment (customers traveling primarily for business), and the second is the leisure traveler segment (customers traveling primarily for leisure or relaxation).
Social Statistics for a Diverse Society
ISBN: 978-1483333540
7th edition
Authors: Chava Frankfort-Nachmias, Anna Leon-Guerrero