1) A large international rental car company decides to develop a customer retention program. The program's goal is to inspire its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan to aid the company design the retention program. Specifically, you need to identify-
1. Why this program is significant.
2. The kind of information the company needs to design the retention program.
3. Where to get this information.
2) Cramtrack, the regional commuter train system is trying to train users of its newly installed computer system. For the users to acquire the proper training the systems analysts involved with the project sent a memo to the heads of the four departments that include both primary and secondary users. The memo said in part, only people who feel as if they require training need to make reservations for offsite training all others should learn the system as they work with it on the job. Merely three of a possible 42 users signed up. The analysts were fulfilled that the memo effectively screened people who needed training from those who did not.