Case Study #$01$: Making Target Customer's Loyal

Direction: This case study is prepared to improve students' skills of applying what they have learned in this course to real marketing situations. By using this worksheet, students can figure out appropriate solution$($s$)$ for resolving one suggested marketing problem. After reading the main goal of this case study, students need to prepare one WORD or PDF answer file and submit it to the dropbox by due date. If they do not submit answer file, they will not achieve any participation scores. $(10$ points$)$

Main Goal. Figure $1$ illustrates the relationship$-$building process which tells how any customers become loyal with a series of marketing exchanges $($Yoon and Sims $2014).$ For instance, when potential buyers are involved in one marketing exchange for the purchase of any brand, they become first$-$time buyers. When the first$-$time buyers purchase another brand, they become my current customers. Finally, my current customers become loyal ones when they are involved in another brand purchase. Given this background, students need to design four different types of marketing exchanges for the creation of transitions $1)$ from PBs to FTBs$,2)$ from FTBs to MRCs$,3)$ from CRCs to MRCs$,$ and $4)$ from MRCs to LCs$.$