Essays on Effective Marketing: Creating and Keeping Customers Case Study

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The paper "Effective Marketing: Creating and Keeping Customers" is a good example of a marketing case study.   Kiwi Experience is a celebrated adventure travel network in New Zealand for backpackers and other travelers taking a track tour of the country. It was formed by three partners in December 1988 and started its tour operations in October 1989 (Harper & Mudd 2002). The venture is a coach transport network formed to offer express point to point services as well as inflexible coach tour services. This allows customers to terminate their journey at any point of desire.

The venture was an original work of the partners and took a great deal of time and resources in its popularization among potential customers. The company’ s services are designed for backpackers, adventurers, and other like-minded customers. Kiwi Experience has no specific target market but has its customers defined by their lifestyle rather than age. However, the biggest number of customers of the company falls within the 18-30 age groups (Darroch, 2003). Most of the backpackers come from other nations namely Germany, the USA, Canada, Denmark, Switzerland, the UK, and the Nordic countries. Service products often cannot be inventoried As defined by Gronroos 1990, a service is an action or series of actions of intangible nature that normally take(s) place in the interaction between the customer and the resources and or the employees of the service provider, which are provided in an attempt to solve the customer’ s problems or desires.

The argument that service products often cannot be inventoried is true to a great extent. Services unlike goods are intangible and cannot be produced and stored for future use.

Their production and consumption are in most cases simultaneous i. e. the consumer is present at the time of delivery of the service (Andrew, 2004: 35). For Kiwi Experience, transport services are delivered and consumed at the same time. A transport service cannot be created and stored for future use by a backpacker. The capacity of service providers to deliver a service is time-perishable. For Kiwi Experience, if any of its buses leave a station before being full; the empty seats cannot be resold and are therefore a waste.  

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