Here is the synopsis of our sample research paper on Reviews of "Increasing Customer Retention Potential" and "Marketing Myopia". Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 3 page paper reviewing 2 articles. The customer retention article addresses the banking industry; the other is a 1998 assessment of nine types of myopia common to health care. Each has lessons for a wide range of industries, including the message that retaining a customer is far less costly than attracting and developing a new one. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktArtRevKas.rtf
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Unformatted sample text from the term paper:
Kassing (2002) acknowledges that astute bankers realize the benefits of identifying, attracting and retaining profitable customers, those who offer the greatest promise and fact
of return on the banks investment in attracting them in the beginning. The author urges bankers to be more hospitable toward those customers who initiate fewer transactions involving smaller
sums. He also explains the concept of "customer retention strategies" (CRS), for the purpose of encouraging bankers to consider that activities associated with retaining customers are far less costly
than those of attracting new customers. The author appeals to bankers financial logic to direct their attention to the fact that attracting a
new customer costs an average of $200, but that cross-selling and other CRS activities cost an average of $25. Kassings (2002) point is that bankers should not pursue one
avenue to the exclusion of the other, particularly when the second is one-eighth of the cost of attracting a new customer. The CRS activities that Kassing (2002) describes help
the bank make less profitable customers more profitable, providing benefit to both the bank and its customers. The article is written specifically to
bankers, but its applicability to all industries is obvious. The cost of attracting a new customer always is higher than the cost of retaining a customer. While the
organization needs to seek to attract new customers on a continuing basis, customer retention strategies are equally important to the long term health of the organization. Marketing Myopia
MacStravic (1998) revisits the title of Theodore Levitts 1960 article that gave birth to the "what business are we in?" question. The author promotes
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