1. The Saturn Corporation And Critical Approach Theory
... environment for intense price competition among dealers carrying the same product line, which in extreme, will drive their profits to zero. In fact, during 1989 and 1990 dealers on average made negative profits on new car sales because of intense price competition engendered by low demand."" This kind of competition is one of the very sources of customer dissatisfaction. Saturn saves money ... . They believe that higher customer satisfaction leads to higher channel profits in the long run through greater brand loyalty. Saturn performed many interviews with customers and found that they di...
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