Source
Marketing Fall 2010
Individual Assignment 1
Date of Submission Friday 8th October 2010 Time 5:00 pm
Marketing Fall 2010
Individual Assignment 1
SURVEYING CUSTOMERS
Kevin Kirkman wheeled his shiny blue BMW coupe into his driveway, put the gear shift into park, set the parking brake, and got out to check his mailbox as he did every day when he returned home. As he, flipped through the deluge of catalogs and credit card offers, he noticed a letter from Enterprise Rent-A-Car. He wondered why Enterprise would be writing him.
THE WRECK
Then he remembered. Earlier that month, Kevin had been involved in a wreck. As he was driving to work one rainy morning, another car had been unable to stop on the slick pavement and had plowed into his car as he waited at a stoplight. Thankfully, neither he nor the other driver was hurt but both cars had sustained considerable damage. In fact, he was not able to drive his car.
Kevin had used his cell phone to call the police, and while he was waiting for the officers to come, he had called his auto insurance agent. The agent had assured Kevin that his policy included coverage to pay for a rental car while he was having his car repaired. He told Kevin to have the car towed to a nearby auto repair shop and gave him the telephone number for the Enterprise Rent-A-Car office that served cars his area. The agent noted that his company recommended using Enterprise for replacement rentals and that Kevin’s policy would cover up to $20 per day of the rental fee.
Once Kevin had checked his car in at the body shop and made the necessary arrangements, he telephoned the Enterprise office. Within 10 minutes, an Enterprise employee had driven to the repair shop and picked him up. They drove back to the Enterprise office, where Kevin completed the paperwork and rented a Ford Taurus. He drove the rental car for 12 days before the repair shop completed work on his car.
“Don’t know
Individual Assignment 1
Date of Submission Friday 8th October 2010 Time 5:00 pm
Marketing Fall 2010
Individual Assignment 1
SURVEYING CUSTOMERS
Kevin Kirkman wheeled his shiny blue BMW coupe into his driveway, put the gear shift into park, set the parking brake, and got out to check his mailbox as he did every day when he returned home. As he, flipped through the deluge of catalogs and credit card offers, he noticed a letter from Enterprise Rent-A-Car. He wondered why Enterprise would be writing him.
THE WRECK
Then he remembered. Earlier that month, Kevin had been involved in a wreck. As he was driving to work one rainy morning, another car had been unable to stop on the slick pavement and had plowed into his car as he waited at a stoplight. Thankfully, neither he nor the other driver was hurt but both cars had sustained considerable damage. In fact, he was not able to drive his car.
Kevin had used his cell phone to call the police, and while he was waiting for the officers to come, he had called his auto insurance agent. The agent had assured Kevin that his policy included coverage to pay for a rental car while he was having his car repaired. He told Kevin to have the car towed to a nearby auto repair shop and gave him the telephone number for the Enterprise Rent-A-Car office that served cars his area. The agent noted that his company recommended using Enterprise for replacement rentals and that Kevin’s policy would cover up to $20 per day of the rental fee.
Once Kevin had checked his car in at the body shop and made the necessary arrangements, he telephoned the Enterprise office. Within 10 minutes, an Enterprise employee had driven to the repair shop and picked him up. They drove back to the Enterprise office, where Kevin completed the paperwork and rented a Ford Taurus. He drove the rental car for 12 days before the repair shop completed work on his car.
“Don’t know