A large international rental car company decides to develop a customer retention program. The
program’s goal is to motivate its heavy users to continue being loyal to the company by offering
them appropriate incentives. Create a marketing research plan to help the company design the
retention program. Specifically, you need to identify:
1. Why this program is important.
2. The type of information the company needs to design the retention program.
3. Where to get this information.
