Explain some of the program attributes included in the Maritz Marketing Research Loyalty Report. How are these attributes used by managers who design customer loyalty programs?
What will be an ideal response?
ANSWER: The Maritz Marketing Research Loyalty Report includes customer ratings on more than thirty-five program attributes. Some of these are:
1) Program values, such as pride of membership, program uniqueness, and meeting customer needs
2) Program mechanics, such as the ability to earn and redeem points and quality of rewards
3) Ability to interact with programs, such as via Web site, mobile, and customer support
4) Program innovation, such as program freshness, access to exclusive events, and personalized experiences
5) Communications from programs, such as the means, relevance, and frequency of communications
Maritz Marketing Research Loyalty Report plays a key role in helping marketers understand the ever-changing marketplace. Top programs rate similarly on many of these attributes, and the top programs tend to discern themselves from lower-ranked programs by a higher rating in just one key attribute.
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A) A producer tells a prospect that the policy has received a certain level of dividends for the past 5 years. B) A producer participates in twisting. C) An insurer advertises a life insurance policy as a "retirement savings plan." D) A producer tells a prospect that the insurer has a higher A.M. Best rating than it actually has."
Both capital gains and dividends are guaranteed with common stock
Indicate whether this statement is true or false.