Here is the synopsis of our sample research paper on Social Influences on Marketing; Winning and Retaining Customer Loyalty. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 22 page paper looks at the way firms compete in order to create and then retain loyal customers with specific attention paid to the use of loyalty schemes. Social values and buying patterns have changed and loyalty from customers is difficult to obtain. The use of differentiation and the creation of loyalty schemes have met with mixed success. The paper considers how and why they may be used as well as the disadvantages that may be associated with their use. The bibliography cites 25 sources.
Page Count:
22 pages (~225 words per page)
File: TS14_TEretainloy.rtf
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Unformatted sample text from the term paper:
changed over time. Marketing techniques and strategies have had to develop as society itself has evolved. Trends and fashions change just as more fundamental aspects of society such as beliefs,
values and ethics. It may be argued that marketing plays an important role in the way that the changes take place; marketing can help to make products or services attractive
and fashionable. It is not only fashions that marketing has impacted, it also influences perceptions which can impact both directly and indirectly
on values. In some instances marketing may have the aim of impacting on values and views, such as the marketing of political parties, in other instances it may be a
side effect due to the perceptions it creates regarding a product or brand. As the markets have become more competitive and barriers to trade have fallen helping to increased
the range of competition in many industries. The responses of companies has been mixed, there are a range of theories concerning the way companies can and should react, approaches such
as Porters generic competitive strategies helps to explain some aspects of the way the marketing mix is managed with the need for a competitive advantage (Thompson, 2007).
The issue faced by many companies in marketing terms is not only the way to compete by attracting new customers, but the best way of
keeping them. Theoretically, one of the best strategic defenses is to create loyalty within customers, that way they are not tempted to
buy competing products or services (Kotler, 2007, Thompson, 2007). However, this is becoming more difficult, with the trends in marketing trying
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