Ch 4 Case Study MMB
1. The first 5 stages of customer loyalty:
MMB’s customers are 80% repeat customers so it would make sense that most of the customers are at the commitment stage. They come back every year. I would say that %5 are in the separation stage because of losing interest in the activity, finding a different company, etc. %80 are in the commitment stage. %1-5 are in the familiarity stage that are repeat customers but haven’t committed to the company. %10 in the exploration stage because I think this is a bigger part of gaining customers, you find a lot of customers feeling a new hobby or company out and want to try something new, in this case it’s mountain biking. Also, because the case study said that MMB gets quite a few e-mails from the website. %1-5 of customers I would guess is in the awareness stage.
2. E-mail Marketing Strategy:
MMB could implement a e-newsletter or a promotional email listing. Could MMB e-mail that list of 60k instead of mailing print? It would cut costs but still bring awareness to new customers. MMB could also sale some of those pictures with their logo on them via e-mail since there have been inquires for them.
3. Viral Marketing:
The pictures that were put on the web site were popular. I would tell Jerry to convince Robin to take more and sale them on his website with MMB’s logo on them. Promotional posters could be sold too. I think the idea with the hats and jackets was a great idea maybe not so much to make a profit but to at least get customers wearing the gear to get the brand more recognition since so many customers are repeat customers getting them to wear the logo will bring awareness to new customers. Let the repeat customers be walking billboards. Maybe offer the caps and jackets to repeat customers to gain loyalty for every year they return.
4. Outline affiliate marketing strategy and 5 websites:
Using Amazon.com is a good start. Almost everyone is on Amazon and it almost seems like...
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