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Saint Leo MBA 565 mid term




Question;1.A large;international rental car company decides to develop a customer retention;program. The program's goal is to motivate its heavy users to continue being;loyal to the company by offering them appropriate incentives. Create a;marketing research plan to help the company design the retention program.;Specifically, you need to identify;1. Why this program is;important.;2. The type of;information the company needs to design the retention program.;3. Where to get this;information.;(Points: 100);Question;2.2.A;pharmaceutical manufacturer followed sales representatives in the field to;observe some 150 interactions between sales reps and physicians and support;staff. They watched sales reps approach the doctors, how they got around;their gatekeepers, how they delivered their brands? messages, and so forth.;These observations led to improvements in training new reps.;In what category of research would this study fall? Provide advantages and;disadvantages of this category of research. What would be the next step in;the marketing research process? (Points: 100);Question;3.3.You;are in charge of all marketing activities in North America for the Italian;luxury sports car manufacturer Maserati. Maserati has just introduced a new;model that will be competing directly against well-known luxury sports cars;such as Porsche, Ferrari, Jaguar, and BMW. How would you position the new;Maserati model? How would you establish and support this positioning;strategy?;Note: Although Maserati equals competitors' performance and design, it is a;small company and has less money than competitors for promotion. (Points;100)


Paper#47239 | Written in 18-Jul-2015

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