Answered: Case Study: An example can be seen in…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Case Study: An example can be seen in the operation of a security-conscious jewelry shop. Customers are allowed into the shop one at a time. They are recorded on CCTV as they wait to enter. Items are held securely, and customers are invited to ask to see specific items under the suspicious gaze of the shop assistants. Of course, some customers are put off, but equally the shops suffer negligible rates of shoplifting. Contrast this with a supermarket, where there are no barriers on entry and customers are allowed to handle all of the items. There is CCTV monitoring the shops, and there are likely to be store detectives patrolling - but the object of the security is to deter rather than to prevent shoplifting. Shoplifting does occur. but at rates that are acceptable to the shop owners. Conversely, few potential customers are put off visiting the shop because of the measures. Questions: 1. Read the case study and questions carefully. 2. Identify the issues in the case study. 3. Is there anything you'd like to contribute? 4. What are your views in the case study?

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