Your assignment this week is to review the five stages of customer loyalty shown in Figure 4-5 and prepare a report in which you classify MMBs customers. Estimate the percentage of MMB customers who fall into each of the five categories (Support your classification with logic and evidence from the case narrative) and then develop your recommendations that address the specific material he has hired you for. You will want to convey the importance of presenting an image consistent with MMB philosophy, principles, and identity that also meets the accessibility goals and the needs of the website visitors. In addition, an outline of the elements (such as branding, product characteristics, product use benefits, and comparison to competing products) you would include in the online communication media (Web page, e-mail, social networking, and so on) that is used to introduce new customers to Jims MMB business.
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