Midterm Exam

1. Jobe Smith has decided to build his manufacturing business (lawn mowers in the U.S.) around the production concept. If this approach is taken, what will be Mr. Smith’s primary areas of concentration as he builds his business? What issues might Mr. Smith face in deciding to go with this concept as he builds his business?
Mr. Smith has decided to use one of the oldest marketing concepts, production. The Production Era is said to have taken place primarily during 1870 to 1930, therefore this concept seems to be very dated. (Fullerton, 1988) This concept believes that consumers are more interested in obtaining a product that is readily available at a good price rather than a quality product with quality features. Mr. …show more content…

(Luke, 2012)

References:
Luke, K. (2012). 5 steps to a new marketing plan. Practice Management Solutions.

3. A large international rental car company decides to develop a customer retention program. The program's goal is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan to help the company design the retention program. Specifically, you need to identify:
1. Why this program is important.
2. The type of information the company needs to design the retention program.
3. Where to get this information.
This program is important to the company because retaining your loyal customers is key to being successful in this ever changing market. Loyalty programs are popping up everywhere and in every arena, drugstores, grocery stores, retail outlets—a loyalty program for car rentals would motivate a person to go to them first. The first step is to identify your demographic by conducting a series of market research tools such as surveys at the end of each of car rental. Ask the consumer what would make them return to your company? Is setting up a mile program such as Delta Skymiles that would give the consumer a free rental with their mileage a good plan? The company needs to know where their biggest market is, is it for business or pleasure that the majority of