Loyalty in Marketing – why is this important?

· Each paper will be completed in APA format with a minimum of 1,500-words.

· Each paper will need to have three authored references used (an article associated with a human’s name) and one should be a peer-reviewed source.

· A topic will be provided, and you will add to the scenario given by adding research and an organized write-up of the topic.

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.

Week 5 Topic:

Loyalty in Marketing – why is this important?

Subject headers should include:

Introduction

Why is Loyalty in Marketing Important?

Generational Differences in Brand Loyalty

How do you Build Relationships with Customers if there is No Brand Loyalty?

Recommendations for Ford Motor Corporation or (You Identify a Company of Your Choice – fill in brand name)

Conclusion

Read this short note & review original article– then write the paper answering the questions above.

The Death Of Brand Loyalty: Cultural Shifts Mean It's Gone Forever – do you agree?

"What Killed Brand Loyalty?

Consumers are not inclined to be loyal to brands as they once were because the underlying value of loyalty itself is no longer particularly relevant. In the old world, loyalty was good and something we aspired to give and receive across all aspects of life . . . with friends, family, employers, dentists, doctors, bankers, and maybe even the federal government. But generational experiences have made sticking with “tried and true” a sucker bet. Loyalty means remaining the same. Not exploring alternatives. Putting your head in the sand and maybe even missing a beach party" (Kusek, 2016).

But there could be other studies that contradict this and I am always glad to learn.

Reference:

Kusek, K. (2016). The Death Of Brand Loyalty: Cultural Shifts Mean It's Gone Forever. Forbes, Retrieved from: https://www.forbes.com/sites/kathleenkusek/2016/07/25/the-death-of-brand-loyalty-cultural-shifts-mean-its-gone-forever/#6602c4244dde