Based on the model of automobile sales in mainland China, the business case describes the current sales Xiamen Honda 4S shop situation, marketing strategy and management. It emphasizes the dilemma faced by the general director - whether it will implement the plan proposed by the sales team to offer life of car care for clients who have bought car insurance from the company. Deeper issues of marketing management also raised, such as the spread of marketing resources, both for the assessment of the marketing plan and its performance, and how to increase the value of the company when he delivers the best value to customers. This case can be used in marketing management for MBA students and undergraduate students. It provides an opportunity to discuss the subjects of customer value of life and management of marketing budget. "Hide
by Lin Guo, Zifeng Wang Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: December 20, 2012. Prod. #: W12406-PDF-ENG
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