One way Mars, Inc uses its marketing mix is to build positive, long-term connections with Iams customers. Read the descriptions of marketing actions (in the table below) that Mars, Inc might take for this purpose.
Each of the marketing actions listed in the table below relates to one of the three aspects of customer relationship management. Select the correct aspect of customer relationship management next to each of the marketing actions listed.
Launching a points program to reward repeat purchasing of Iams products. SelectAcquire New CustomersEnhance Profitability of Existing CustomersKeep Customers for Longer PeriodsItem 1
Issuing cents-off coupons to get buyers of other brands to switch to Iams. SelectAcquire New CustomersEnhance Profitability of Existing CustomersKeep Customers for Longer PeriodsItem 2
Giving away free Iams pet food to first-time pet owners. SelectAcquire New CustomersEnhance Profitability of Existing CustomersKeep Customers for Longer PeriodsItem 3
Customizing pet food formulations to individual owners’ preferences, at a premium price. SelectAcquire New CustomersEnhance Profitability of Existing CustomersKeep Customers for Longer PeriodsItem 4
Introducing new products based on customer responses to marketing research. SelectAcquire New CustomersEnhance Profitability of Existing CustomersKeep Customers for Longer PeriodsItem 5
Creating a “share with a friend” promotion where customers forward a Iams-branded dog wellness video to their pet-owning friends. SelectAcquire New CustomersEnhance Profitability of Existing CustomersKeep Customers for Longer PeriodsItem 6