Customer Issues

Pitta et al (2006) argue that focusing the right customer can help reduce costs and increase profit in building customer loyalty. Targeting the right customer group is therefore a critical issue. Universities as a sellers also have the need of well discriminating their profitable student group. According to data from Australian Education International's (AEI), there were 455,185 international enrolments in Australia with student visa in 2007. This is an attractive market for Australian Universities in general and Latrobe GSM in specific. In order to attract international students to GSM, the university has to persuade prospective students that it offers more values than competitors do. In most of the cases, these offers are judged by international students at their home countries via the university web portal. 

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