Managing Profitable Customer Relationships Marketing: Research Proposal

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In contrast, Harley-Davidson is selling more of an experience and also a lifestyle change. For Harley, the open road and freedom is the catalyst of their unique value proposition. For Dunkin' Donuts, the trust they have created and sustain makes them a perfect choice for millions of consumers rushing to work in the morning who may have skipped breakfast at home. Harley-Davidson is all about a lifestyle change and freedom while Dunkin' Donuts has become a trusted source of excellent coffee, bakery items and excellent service.

American Express Video

After viewing the American Express video, can you identify a card that might fit your needs?

The Optima card which allows a card holder to carry a balance would be best, as the work I do has unequal payment dates. Freelance work pays irregularly so the Optima card would work best.

Also describe a credit card that you have. Is the credit card specifically for a customer like you? Or is it just a typical card everyone might have?

The credit card I have is a typical one anyone might have. It is not specifically tailored to my needs. In fact I don't use it because they just increased my interest rate. I paid it off this month and cancelling it, as much as I would love to, would hurt my credit rating. I hold onto it and pay it off in full every month, trying not to use it. I really have begun to hate my credit card company for jacking up my interest rate. If it would not hurt my credit rating I would cancel it, but today I don't use it anymore. I should just cut it up.

Burke Video

What comments do you have on the Burke video? Have you ever involved in a market research project? What is it and how does relate to you see from the video?

From the video it is clear that Burke is a world-class provider of market research.

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The reliance on a standardized methodology for completing research, and providing a 360 degree view of the project and its results is immensely valuable for the clients. The use of the digital dashboards is also excellent. While I have never been involved in a market research project I can see from watching the video that Burke has assisted many companies solve difficult customer-based problems using their unique approach to research.

Summary

In your opinions, what are the important environmental marketing factors that affect you personally? Describe those factors and how they affect you. Be specific and brief.

Environmental factors that influence me the most are the commitments that company's unique value propositions imply and the performance of companies relative to those claims. Take for example the unique value proposition and the environmental marketing factors involved in Southwest Airlines. The promise of on-time flights, staffed with friendly and even humorous flight attendants, flown safely by pilots and supported by flight crews committed to performance, is a high commitment for any company to make. The majority of flights I have been on with Southwest have supported this value proposition. The flights have been on time, even when weather was an issue, and gate turn-around times have been remarkable. The environmental marketing factors that impact an airline are too numerous to mention here; yet the systems that Southwest has in place to compensate for them and still deliver exceptional on-time service is noteworthy......

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