Cineplex entertainment the loyalty program pdf

Cineplex Entertainment The Loyalty Program

GRADING RUBRIC BUOL 643 – Sales & CRM
WEEK Eight – FINAL EXAM PAPER - Grading Rubric
Points Possible

Points Earned

Submit a four page minimum response to the questions from the Cineplex case and ATTACH in a Microsoft Word Document (using template provided exactly). Follow all Written Assignment Expectations. Due by WEDNESDAY NOON of Week Eight.

70

FOUR authored references – at least one must be a peer-reviewed Marketing journal.

20

APA format (1” margins, Times New Roman 12 font, double-spaced, and more)

10

Total

100

Written Assignment Expectations:

· References MUST be cited within your paper in APA format. Your reference page and citations must match 100%.

· Always include a cover page

· Provide the EXACT web link for all online sources – do not provide just the home page, but the EXACT LINK – I check all sources

· No abbreviations – write formally

· Always include a reference page with multiple outside references (at least two that are authored).

· Write MORE than the minimum requirement of the word count assigned.

· As always, the word count is ONLY for the BODY of the paper – the cover page, Abstract, reference page, and / or Appendix (if included) do not count towards the word count for the paper.

· Indent the first line of each new paragraph five spaces

· NO PDF FILES! Use the templates in Microsoft Word I provided you.

· No extra blank lines between the sections – deliver a tight paper

· Use authored outside references. Zero points given for non-authored web sources. You may use a brand web page too, but you still need an authored source too. Recap your reference in APA format only at the bottom of your posting. Your reference must be clearly cited within your posting to count. Always provide the exact web site address for this course in your recap of references for full credit. An authored source is simply one that is associated with a human(s) NAME. For example, your textbook is an authored source. The United States Census Bureau is not an authored source. But it is fine to use as long as you ALSO use an authored reference source. No videos, blogs, tweets, wikis, interviews, podcasts, encyclopedias, or dictionaries allowed – use an authored reference.

1. Aside from gaining the CRM benefits, what would Lewthwaite like to achieve with respect to the 5.3 million unique visitors, their 7.5 average annual visits and their spending? Do you agree with segmentation by age and the purported movie-going behavior?

2. How might the reward programs described in case Exhibit 5 affect the movie and event-going behavior of the market segments? At retail value, what is the proposed average value of each reward structure for customer's dollars spent - approximately 5 percent, 10 percent, 15 percent, or 20 percent of regular prices? Which reward structure would you choose? Why? For the sake of simplicity, ignore any one-time fees or rewards.

3. What is the likely increase in Cineplex Entertainment's revenue from your proposed incentive program - 0 percent, 5 percent, 10 percent, 15 percent, or 20 percent? What would be the varying financial consequences for Cineplex Entertainment? Would you proceed with the reward program?

4. Would you develop the reward program alone? Would you partner with FlightMiles or partner with Scotiabank? Why?

5. What marketing communications campaign should Lewthwaite employ? What specific spending of her $300,000 would you advise? Should the launch be rolled out regionally or nationally?