Here is the synopsis of our sample research paper on Marketing at Two Companies. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 4 page paper exploring customer retention. Rich Cruises and a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgCruiseCars.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
a car rental company are seeking ways in which they can improve their marketing so as to improve their bottom lines in uncertain times. Both companies should be asking
their customers what they truly want, and both should be building cross-marketing alliances with organizations outside their industries. Cruise Line The marketing manager
for Rich Cruises has determined that for "some customers, taking a cruise represents a high-involvement purchase," and s/he wants to design a new approach to marketing that will speak directly
to consumers processes of rationalizing the cruise decision. Because the cruise is for most families and individuals a significant budget item, potential travelers want to ensure they are gaining
significant value. The lesson for international marketers is that the principles of the marketing mix apply to international situations as well as local
ones. The specific points of the marketing mix are product, price, place and promotion, of course. The "place" P of the marketing mix is limited to the ocean,
of course. Certainly destinations can change and should be considered, but place is much less of an issue than are the other three of the four Ps of marketing.
Product - or collective features - needs to consist of what the customer wants and expects from an ocean cruise. In efforts
to keep costs down, some ocean liners have taken to charging less for the total package and then charging a al carte prices for items such as wine. The
reasoning is that not all customers drink wine and spirits, so not all customers should need to pay for them. The perspective of the customer is that after paying
...