consumer environment, and marketing strategv each of these components is thetopic of one of the four major sections of this book.
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advertising and offering free cards, consumers initiallydidn't believe the company could deliver such gooddeals. in idine's first directory, published in 1985, 41 res-taurants were listed and only 225 consumers signed up.by 1995, 5,500 restaurants worldwide were on boardand nearly 600,000 consumers. by 2008, 9,500 restau-rants were dealing with idine——7,500 of them in the u.s.——and 3 million consumers.
when the service first started, consumers had toshow a special card in the restaurant to receive benefits. however, many consumers found this embarrassingsince it indicated to their dining guests and others in the restaurant that they were using a discount card. nowconsumers can register their credit card with idine andsimply use it at the restaurant and receive the discount.consumers can sign up with idine and check to seewhat restaurants are covered by it by logging on to www. rewardsnetwork.com.
overall, this strategy increases the probability of con- sumers purchasing meals in specific restaurants and isprofitable for idine network, the restaurants, and con-sumers who dine out a lot.
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