Read the case study from the following documents regarding Allegiant Air and Ritz Carlton (files attached):

Allegiant Air: Going Where They Aint from Armstrong, G., & Kotler, P. (2013). Marketing: An Introduction (11th ed., pp. 51-52). Upper Saddle River, NJ: Prentice Hall. 

Nicas, J. (2013, Jun 04). Allegiant air: The tardy, gas-guzzling, most profitable airline in america; allegiant’s airplanes guzzle gas and are often tardy; but its strategy is working. Wall Street Journal (Online)

Principles of Marketing. University of Minnesota. (2015). Principles of Marketing. doi:

Next, answer the following questions in the essay:

1. Describe how both Allegiant Air and the Ritz-Carlton approach their customers. 

2. Why did both companies take the approach that they did?

3. Has their approach been successful? 

4. Can this strategy be applied to entrepreneurial ventures? How?

5. Based on these case studies, describe the customer-focused CRM process as it relates to organizational marketing strategy, customer satisfaction, loyalty, and customer empowerment (an answer to this question can be found in the “Principles of Marketing” attachment).

Further Instructions:

– The 3 attachments should be cited in the essay (feel free to use additional sources as needed).

– The introduction should address the prompt above and include a clear thesis statement about the content/focus of the paper in relation to the 5 questions.

– Please list section headings above each section (like a topic for the section/paragraph; the final paragraph can be listed as “Conclusion.”).

– Please cite at least one source per section as this shows where information is coming from.

– The first sentence of a paragraph should introduce the paragraph and not include a citation.

– Each citation should have at least 1-2 sentences of commentary.

– Do not end a paragraph with a citation.

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