MArketing Midterm - Marketing MBA 565 Aileiah Clarke...

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Marketing MBA 565 Aileiah Clarke Professor Jean Gordon February 7, 2010 Midterm Exam Question 1 In order to create an incentive program or loyalty program extensive research will need to be done in order to find primary and secondary information. The primary information must come from customers. We will need to use surveys for their customers to fill out to find out the buying behavior of our customers. These surveys can be done at the rental center before or after the car is rented. Another way to gather this information can be done through the mail or through email for our existing customers. Other information that needs to be included is what features are looked for in rental cars, prices, and reasons why customers chose this particular car rental company versus another. Once we have this information, we can store into a database and keep it ongoing for future use. The secondary information we need to research is market trends in which we can find using tools such as the internet and industry publications.
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