SITUATION
A critical way the
auto finance division examined the relationship with the
automobile finance managers was whether a
particular finance
manager considered this bank
his/her primary source of loans or a secondary
source. More specifically, did the
automobile finance
manager send all the auto dealership's credit applications to this bank or
just those that had been rejected by other
banks?
MARKETING
MANAGEMENT QUESTION
For which segment should
the marketing efforts be focused - the
relatively small
segment of auto finance managers for whom
the bank was a primary source of loans and
was giving a larger percentage of their
business, or
the larger segment of auto finance managers
for whom the bank was a secondary source of
loans and was giving a smaller percentage of
their business?
Find out which course of action was taken
and what the results were. Read the full
text -
Case 1: Customer Loyalty Case Study in the
Automobile Finance Industry |
