Fingerhut Case Study Answers

in the eyes of a typical person they believe that it is unethical to target uninformed consumers

I wholeheartedly endorse what Cottom calls “The Logic of Stupid Poor People”, that poor people buy status symbols to survive in this world. She demonstrates that, as a middle class black girl, her family had a way of turning the tables in their favor in multiple aspects in order to supply their needs and wants. Poor people buy expensive items, sometimes depriving themselves of their other needs, just for the respect of others. These items are 21st-century status symbols, they can single-handedly determine the fate of your everyday encounters. The author uses personal experiences to support her argument, persuasively changing your entire perspective and broadening your mind to another individual’s lifestyle.

The key issue for Virgin Mobile USA is to select a pricing strategy that will both attract and retrain subscribers.

Many people found ways around rationing through the black market. Even though the black markets were not hidden and many people knew about them and used them regularly, the government’s attempts to suppress them were unsuccessful.

Many of the poor face the issue of finding a job while struggling to survive. Rae McCormick is another one of the $2.00 a day poor in the book. She like Jennifer had been maintaining a job at Wal-Mart until she was let go for being unable to come to work one day. After being let go she ended up in the position that so many others in poverty have faced, desperately needing employment with no one wanting to hire them. Even Susan Brown had applied online for five months without hearing back from any potential employers. When it comes to the poorest people in the country, having a safe & reliable job is crucial for maintaining some order in life. Being able to find and maintain such a job on top of receiving some support from the government is the best chance some can get at lifting themselves from poverty, for awhile at

Reading the article I’ve found that WIRETIME, Inc., Advertisement is wrong doing to the BUGusa, Inc because of the statement in their advertisement that states “that BUGusa, Inc.’s electronic devices were low quality and did not work reliably for than one month”. Has WIRETIME, Inc., has committed a tort, which they could have just said how good of a quality they have then others that’s out right now.

Consumer buying behavior is complex and unpredictable. E-tailers like CanGo work hard to build their technology around that behavior, adapting it to the informational and emotional needs of consumers as they make their purchase decisions. However, as Andrew and his team realized, even the most up-to-date e-tailing technology can 't always keep up with the shifts in consumer behavior. Marketers must continually revisit the consumer buying process, refresh their understanding of it, and use their ever-evolving insights to craft messages that appeal to consumers ' developing needs. An opportunity that CanGo can use to ensure that their customers purchase from them online is by establishing an online brand.

Another facet the piece talks about are why we need to be concerned about this growing trend. We should be distressed about a civilization where entirely everything is up for sale. It is to avoid these two issues, inequality, and a different type of corruption. Inequality would pertain here to citizens, who live in a lower to a middle class; they find themselves living a lot more challenging than those who are wealthier. If we were only discussing items that were expensive such as boats and exotic cars, needing such items would not matter. The difference is, we are discussing that money can purchase more and

Roger Crisp would raise the issues that the marketing techniques of Fingerhut cause their customers to act automatonously. Crisp would affirm his idea with the fact that the specialized mail catalog created desires that forced (instead of made them want) its customers to buy their goods. The idea of making their payments easy, low and displaying them instead of the real end price, Crisp would see as deceiving. Crisp would say that by Fingerhut relating the real price of the goods to low payments in a way is like brainwashing their customers to believe that the item is actually cheaper when in reality their goods were up 100% more expensive then their competitors. The fact that their customers were in the bottom of the wealth pyramid, it could be seen that they were not well educated and probably could not really see the price differences in the goods they were buying and the price that they should, in a fair market, be paying. So with Fingerhut marketing techniques and motives, Crisp would affirm that the low-income consumers were being exploited and therefore Fingerhut was conducting its business unethically.

2. The immediate cause of the starvation was the black marketeers hoarding the food and only selling it for very high prices. A street food vendor “offered three options to its customers: A price to see the food. A higher price to smell the food. [And, a] third price to eat the food.” (Mehta 522).

In terms of sales and marketing, we adapted our strategy based on how the products played in each segment. Our strategy was to spend efficiently in marketing & sales to keep the customer awareness and accessibility high for the premium products, while maintaining a decent level of awareness and accessibility in other segments.

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Tradesmen most often buy their tools from the retail distribution channel like Home Depot, or independently owned stores like ACE hardware. In this segment of the market tradesmen spend about $3000 a year on tools and about $1000 a year to replace tools. Quoted in the article “On the job, people notice what you’re working with, if I came out here with one of those B&D gray things I would be laughed at.” Just buy this statement it shows that B&D tools are looked at by tradesmen as tools for the home or tools that are used for hobbies. Even though B&D products are high quality and sold at a good price tradesmen would rather purchase tools that are looked at as professional tools like Makita. Also it has been known for B&D tools to fail on the job. Even though these were tools that were marketed to the consumer segment, it still gave B&D a bad name to tradesmen. Some of B&D’s tools were solely designed for the consumer segment for home use but how was the tradesman suppose to know exactly what tool was for which segment. To avoid this confusion B&D could possible go out to job sites and provide information about their products that are designated for the tradesmen segment so people will be more informed about their product, or go to the big retail chains and have information sessions. By doing these things it could make their product more attractive to the consumer.

Company U’s primary focus is creating products that create value and fill a need in growing markets – it currently has three products. SUSI is the lower quality offering which focuses on weight and volume, marketed towards Singles and Others who are the most price-sensitive and are projected to have the highest growth rates over the next five years. SULI is the high quality electronic offering, distributed primarily to Professionals and High Earners who are driven by performance and convenience. VUGO is a product that was created for the Followers segment of the Vodite market which is projected to have the largest growth over the next five years at over 3300%. Followers require a high performing product, but at an

actually paid attention and knew where their product is from then there will be less of a