Discussion Post: Marketing
Module is all about the Value of Relationships. It focuses on how we can actually measure or quantify the value that a customer has to a company.
Answer the following 4 questions.
• Go to the American Customer Satisfaction Index website and click on ACSI Industries.
Select an industry you are interested in. Within that industry, select a company you consider you are loyal to. You will need to click on 'Benchmarks' to access the actual company information.
o Name the industry and company you chose.
o What are the ACSI scores for the industry and the company?
o What are the trends over the years of this company compared to other companies in this industry?
o Discuss two observations or insights you have, like what did you learn or why do you think the trends are the way they are?
• What level of loyalty do you have for the company you chose? Explain your answer. You can also refer to slide 3 of Unit 3 to help you develop your response.
• Discuss how loyalty programs can differ for consumer customers (B2C) vs business customers (B2B). Give us two examples, one of a B2B and one of a B2C company that implements these loyalty strategies.
• State a thought-provoking question you have about differentiation or CRM in general. Don't ask it if the answer can be easily found in the course material!
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.