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Marketing Variables for the 21st Century: The Four Cs - Assignment Example

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The paper “Marketing Variables for the 21st Century: The Four “C”s” seeks to evaluate important marketing variables while formulating strategies for 21st-century market. They become even more important when the strategy pertains to the service industry…
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Marketing Variables for the 21st Century: The Four Cs
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Download file to see previous pages To succeed in its market plan, it incorporates the 4 Cs in its strategy in the following way:
SBSM, in collaboration with CIGNA, would offer low to no-cost medical screenings for families and community members. This offers peace of mind for members along with encouraging them to pursue a healthy lifestyle.
The customers/ members of the gym are the people who realize that their bodies require something more than just food to stay fit. However, in their quest to stay fit they might become too ambitious and overstretch themselves. Oppositely, they might skeptic in terms of the actual results and would have set the goals too low. Certified ACSM personal trainers hold discussions with the new joiners and evaluate the personal fitness goals of the customer based upon the physical attributes, age, gender and other special conditions.
Members may not always have the motivation to actualize their personal fitness goals. Thus, SBSM has decided to take the help of personal trainers in conducting follow-up programs. This will increase the involvement of the members which will, in turn, motivate them to continue with the gym for a longer period of time and also to increase their attendance. The personal trainers could make scheduled follow-up calls to staff members and community members to inquire how their day is, how their nutrition is coming, and provide inspiration for their next workout in between their other duties.
SBSM offers variety y of programs to ensure that it satisfies the needs of people of different age groups and lifestyles. For example, it has formulated programs for children/adolescents/youngsters/students as well as for adults. Also it ha,s plans to extend the timings of the fitness centers to 9 p.m. so that people with late working hours can also utilise its services. It is also planning to provide the customers with a choice for type of program i.e. semester membership program or single visit passes which are chargeable on per visit. ...Download file to see next pagesRead More
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