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Johnny Nonmacher
Electronic Commerce
C2 Montana Mountain Biking
1. MMB consumers can be classified as frugal and thrifty spenders; however, I believe MMB is
not taking the risks needed to be a powerhouse! The case says that MMB launched its first
website about ten years ago and I am sure that it helped significantly. I estimate that awareness is
10%, exploration at 13%, Familiarity at 17%, Commitment 40%, and finally separation with
30%. I give awareness the lowest number because if customers are not aware of the company
then they cannot possibly be very loyal. The C2 Case supports my argument because it mentions
says Jerry has is hesitant about investing money in capital because it can be wasted. Per the text
saying, “After experiencing a considerable number of highly satisfactory encounters with a
company, some customers develop a fierce loyalty or strong preferences for the products or
brands of that company.” Jerry really wants to stay with the market base he has because it is
reliable. Therefore, I have rated commitment so high at 40%. These numbers are averages, but I
think that Jerry Singleton needs to focus a little more on advertising and advertising in the right
places with plenty of traffic.
2. I think that an e-mail marketing strategy can would benefit Montana Mountain Biking. I
would recommend a subscription button on the site and a place for them to enter their email. The
case file saws that when the website was created nine years ago Jerry did not seek to make a
expedition-booking function. I think emails are also good reminders- that way you can send out a
weekly, monthly, or even an annual newsletter to keep those committed clients truly committed.
If the C2 case information is correct and “Many of inquiries were about MMB’s expeditions, but
a surprising number asked for permission to use the photos”, I believe with this information- I
can only assume that continuing to build an online network group and email subscription. My
recommendation is that for every transaction, ask the client for their email to be able to ad to
