Answer 1
The answers are similar to Question 4. First generation owners and their sons and daughters believe they stay in close touch with their customers and don't need outside help. Major tour operators have also been slow to recognize that today's travelers want more unsupervised free time and less regimentation on trips since few have used research to help them make better decisions. As a result, they have lost a considerable amount of revenue to packagerscompanies that assemble trips that put together air, hotel, and some ground arrangements for destination-focused travel. Major airlines have long ignored their largest market, leisure travelers, because of their focus on business travelers who, they assumed, didn't care about the cost of an airline seat if they could get to a place at a desired time. What research could have told them, had they been more open to information, is that these business travelers were extremely angry that they paid full price for a ticket while a vacationer sitting next to them bought the same ticket for a third of the price. The new discount start-up airlines that offer universal pricing, no difference for all travelers, have attracted a high percent of business travelers. To ignore good research is to operate at a major disadvantage in the marketplace.
Answer 2
Hertz was the first company as well as the largest and maintained that position until Enterprise recently supplanted it. It also advertises heavily.
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