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[마케팅] Enterprise Rent-A-Car(영문)

 1  [마케팅] Enterprise Rent-A-Car(영문)-1
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    [마케팅] Enterprise Rent-A-Car(영문)에 대한 자료입니다.
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    About the Case 4 : Enterprise Rent-A-Car

    Questions for Discussion

    Question 1. Analyze Enterprise's Service Quality Survey. What information is it trying to gather? What are its research objectives?

    Question 2. What decisions has Enterprise made with regard to primary data collection - research approach, contact methods, sampling plan, and research instruments?

    (1) Research approach - Survey

    (2) Contact method - Mail questionnaires.

    (3) Sampling plan

    (4) research instrument : Questionnaries

    Question 3. In addition to or instead of the mail survay, what other means could Enterprise use to gather customer satisfaction information?

    Question 4. What specific recommendations would you make to Enterprise to improve the response rate and the timeliness of feedback from the process?
    본문내용
    About the Case 4 : Enterprise Rent-A-Car

    Have you ever heard about 'rent a car' service? In many companies, this service has been gave. And, this case is about rent car company's success. First, there is the story of the man named Kevin.
    Kevin had had his own car but he faced car accident. His car was towed to repair shop. At that time, his assurance agency recommended Enterprise Rent A Car to him. So, he telephoned the Enterprise office. Within 10minute, the company's employee picked him up to their office. Kevin complete the paperwork and rented a car.

    Like this case, Enterprise is the company rent a car. They introduce themselves like this : The company that is famous for great cars, low rates, and free pick-up also offers a terrific business rental program to save you more time and money
    They offer 3 kinds of survices. Car rental survice, buying car survice and truck rental survice. And the customers can use the reception process in homepage.

    Enterprise's executives believed that the company had become the largest rent a car company in the U.S. In terms of number of cars, rental location, and revenue.
    Because while Enterprise's competitor like Hertz and Avis battled for airport market, Enterprise cultivate insurance agents and body shops managers as reterral agent. Actually, this replacement rentals account for 80% of the companies business.
    #car#Enterprise