Relationship Marketing Strategy and implementation
major petrol retailers were involved in competitive schemes to increase market share. Esso had recently introduced the ‘Price Wa ...
in market share. More importantly, the group also reported an increase in like-for-like sales of 10 per cent – its best for over ...
they pledged to offer a variety of customer services, including extra packers, freephone customer hotline, baby changing facilit ...
each and every customer.’ He predicted that each of the 524 stores would become a marketing unit where staff would get to know t ...
However, first impressions of the offer suggested that it was similar to the Tesco Clubcard. Customers were offered one point fo ...
City reacted favourably and the Tesco share price edged ahead to 303p, up from its low in 1994 of 227p. From beans to banking Th ...
£120 per week or more in order to tempt them to the store. It was hoped that this would act as a boost to the rather flat sales ...
Services Group gave credence to the notion that supermarkets had a strong position from which to enter this market. They found t ...
been shelved and that it was looking at a loyalty card close to the Clubcard Plus scheme. Commentators were divided about their ...
that all performance indicators had improved dramatically, charting a sce- nario previously unthought of. Tesco’s share price wa ...
References 1 The Economist Intelligence Unit Report(1995). No. 36, December. 2 Mason, T. (1996). The best shopping trip ...? How ...
Case 2.4 Rover Cars:The Catalyst and Conquest ’91 direct marketing programmes This case was written by Professor Adrian Payne, w ...
of a management perquisite. In particular, taxation charges to the individ- ual have made company cars less attractive. Also, ma ...
already, less reliant on fleet sales than many of its contemporaries (the split being approximately 50% fleet and 50% retail sal ...
octane information. Much more had to be known about previous and prospective customers in terms of their lifestyle and buying in ...
zine, in the autumn of 1988. This was personalised, by placing the recipi- ent’s name and address in a window on the front cover ...
from the dealer and information about the relevant Rover model and the varying specifications. It was presented in brochures exc ...
Unfortunately, the car sales side of the business is characterised by high staff turnover, even at senior levels, so the person ...
6 Desire for greater integration with other marketing activities. A synergy among all the elements of the marketing mix was lost ...
Finding new prospects It is a perennial problem for marketers to decide in advance what is going to be the most effective way of ...
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