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Essay / Research Paper Abstract
A 10 page paper discussing marketing issues for the United Kingdom’s Automobile Association (AA). This is a membership-based motoring organization that provides motorist assistance for any breakdown, and will provide customer service representatives that can identify customers’ immediate needs and suggest AA services that can meet those needs. The paper discusses the organization’s services and the marketing mix to suggest actions AA can take to identify customer wishes, thereby enhancing its competitive advantage. Bibliography lists 12 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgAutoUK.rtf
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Unformatted sample text from the term paper:
Automobile Association (AA) membership-based motoring organization that provides motorist assistance for any breakdown, and will provide customer service representatives that can identify customers immediate needs and suggest AA services that
can meet those needs. Target Markets AAs target markets include individuals and businesses that own and drive cars within the UK. AA
provides business services for those organizations keeping and operating one or more company-owned cars; it limits its services to passenger vehicles so that it does not need to try to
provide service for large trucks. Current Position AAs current position is that it is the UKs leading provider of roadside assistance for virtually
any purpose, ranging from mechanical breakdown to simply running out of fuel. The organization does not exclude from membership any individual or business wishing to ensure efficient management of
roadside difficulties. Services Offered AA provides a wealth of both consumer and business services, not all of which are directly related to vehicle
use, operation or repair, and not all of which are limited to use within only the UK. Consumer services certainly include those purposes of the original organization, which are
to assist members whose autos break down or who need directions in order to get from one place to another. Consumer services extend to many more areas than only
these, however. They include: * Driving school; * European breakdown cover; * Insurance of all types, not only auto insurance; * Loans for all purposes; * A Visa card;
* Car servicing (non-emergency basis); * Car data check; * Car inspections * Travel services including road-based travel and accommodations; and * A bookstore carrying a wide range of travel
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