A large international rental car company decides to develop a customer retention program. The program’s goal is to motivate its heavy users to continue being loyal to the company by offering them...

A large international rental car company decides to develop a customer retention program. The program’s goal is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan to help the company design the retention program. Specifically, you need to identify:Why this program is important.The type of information the company needs to design the retention program.Where to get this information.