This two-part case, (see Air Miles (A), case 9A94A002), is about decisions relating to the introduction of AIR MILES (TM), a loyalty incentive program, to the Canadian market. In the first case, the student is asked to assess the marketing strategy, with particular emphasis on the efficacy of the planned television commercials. The second part of the case takes place three months later. Response to the launch had resulted in high target market awareness, but lower conversion rates than had been planned for. Research was commissioned and the research report has just been received. The student is asked to examine the research and make recommendations on marketing strategy, again with particular emphasis on advertising.
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