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 loya 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$.$

Figure $1.$ The Relationship$-$Building Process

Suggested Model of Consumer Dynamics in Status

As discussed, one ultimate goal of any firm is to make customers loyal one at a time. One way of achieving this goal is to choose one relationship$-$building model and create any give$-$and$-$exchange activities$-$using five key building blocks of marketing$-$to transform one individual customer from one stage to the next. Among lots of relationship$-$building models, this class suggests the use of Model of Consumer Dynamics in Status proposed by Yoon and Sims $(2014),$ which consists of four types of consumer groups such as potential buyers $($PBs$),$ first$-$time buyers $($FTBs$),$ competitors' repeat customers $($CRCs$),$ my repeat customers $($MRCs$),$ and loyal customers $($LCs$),$ as shown in Figure $1.$ This model illustrates the ongoing process of transforming one type of customer group from one stage to the next until they become loyal customers via a series of purchasing behaviors. The buying decisions are based on objective$($s$).$ Hor the practice, reter to the following table.Once preparing one WORD or PDF answer file, submit itas the receipt$-$to Case Study dropbox by due date for any participation scores.

Rubrics. Students' written report can be evaluated with the following rubrics.

Key aspects of exchange activities when targeting Potential Buyers $($PBs$)(2$ points$)$

Key aspects of exchange activities when targeting First$-$Time Buyers $($FTBs$)(2$ points$)$

Key aspects of exchange activities when targeting Competitors' Repeat Customers $($CRBs$)(2$ points$)$

Key aspects of exchange activities when targeting My Repeat Customers $($MRBs$)(2$ points$)$

Overall Efforts $(2$ points$)$