Module $8$ Developing and Managing Products and Marketing Channels Assignment

Students will answer the following questions:

A major credit card provider wants to offer a new credit card for high$-$value customers that includes additional services, such as financial planning and travel planning assistance.

Which level of relationship marketing is most appropriate for the organization's new service?

Level $1$: Financial $-$ pricing incentives that encourage customers to contirue doing business

Level $2$: Social $-$ pricing incentives plus social bonds with customers

Level $3$: Customization $-$ customer loyalty developed through intimate knowledge of individual customers $($customer intimacy$)$ and one$-$to$-$one solutions to fit customers' needs

Level $4$: Structural $-$ financial and social bonds plus value$-$added services that are not readily available from other providers

What are some of the pros and cons of each level the credit card company should consider?