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Essay / Research Paper Abstract
This 7 page paper examines how Avis has managed to gain and sustain such high level of customer loyalty in a competitive environment. The paper considers the marketing and position of the company with sections that individual considers customers, collaborators, competitors, co-workers, marketing strategy and customer relationship management. The bibliography cites 10 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEavis02.rtf
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Unformatted sample text from the term paper:
looking at the way Avis operates it is possible to see how the company has gained and maintained a customer focus that results in high levels of customer satisfaction.
Examining this company can be broken down into the different aspects; customers, collaborators, competitors, co-workers, relationship marketing and marketing strategy. Customers Any company needs customers to succeed. or Avis
there is a mixture of domestic and business customers, both of which appear to have similar needs. The ability to attract customers is only one aspect of operations, returning customers
are the lifeblood of many businesses. This is only achieved if the marketing promises are delivered in the purchasing experience and the product itself. Returning customers are also cost effective
costing as little as 20% of the marketing costs attributed to new customers. This is one area where Avis has made
a significant impact. In recent BrandKey Customer Loyalty Awards, form 158 different companies Avis was number one in both 2000 and 2001 (PR Newswire, 2002, Avis, 2001).
By all accounts it appears that the margin by which Avis achieved this award was not narrow. In the survey of loyalty in the different
sectors a points scheme is used, Avis achieved 119 point out if 120 (Avis, 2001). In terms of their relationship with customers it is interesting to note that second place
went to Enterprise with a score of 112 and Hertz, the market leader were in third place (Avis, 2001). There are may ways
that this has been achieved. In adopting the tag line associated with the number two position "we try harder" the company was making a statement that has become a part
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