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Unformatted text preview: RJ Puntoni 2/24/2008 Professor Lerra Marketing Lexus Case Chapter 5 of our textbook focuses on buyer behavior. Lexus and their dealerships focus on this idea a great deal. It starts out with the product that Lexus makes, their cars are annually ranked as one of the best luxury cars in America. However Lexus continues their excellence after the purchase, providing all the comforts of home at the dealerships as the customer waits while their car is serviced. Lexus knows their market and where they really excel is in retaining customers. If you buy a Lexus, you are very likely to buy another Lexus. Their post purchase service is that excellent. Lexus has been able to develop very profitable customer relationships due to their intense commitment to pleasing their customers even after they have purchased a car. I can personally attest to their 84% customer retention rate. During the summers I work at a country club in Andover, MA. When I first started working there four years ago many of the at a country club in Andover, MA....
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- Spring '08
- Marketing, Automobile, Lexus, Lerra Marketing Lexus