MARKETING LOOSELEAF
14th Edition
ISBN: 9781264008971
Author: Kerin
Publisher: MCG
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Question
Chapter 20.4, Problem 1MRD
Summary Introduction
To discuss: Whether asking the customers about the strategies and practices of the competitors are unethical.
Introduction:
One of the objectives of the sales management is to know about the strategies and practices of the competitors.
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In what way is the AIDA model incompatible with a social, conversational approach to customer service?
Consider two vastly different companies. Feel free to use the textbook example of one that sells oral healthcare products (toothbrushes, toothpaste, and mouthwash) while the other is a ride-sharing service (like Lyft or Uber). Or, consider sharp contrasts, like a professional sports team with their entertainment-driven product versus a producer of Covid essential PPE (personal protective equipment). Feel free to be creative in your responses and/or choose products of interest to you now or of interest relative to future career aspirations. For each of the distinct companies and their different strategic target markets, describe the firm’s tactics (consider the Four Ps and/or Four Cs) in a) acquiring customers, b) retaining customers, and c) enhancing sales from customers.
Is it not enough for a company to analyze its own strengths and weaknesses? Justify your answer.
Chapter 20 Solutions
MARKETING LOOSELEAF
Ch. 20.1 - Prob. 20.1LOCh. 20.1 - Prob. 20.1LRCh. 20.1 - Prob. 20.2LRCh. 20.1 - Prob. 1MMCh. 20.2 - Prob. 20.2LOCh. 20.2 - Prob. 20.3LRCh. 20.2 - Prob. 20.4LRCh. 20.3 - Prob. 20.3LOCh. 20.3 - Prob. 20.5LRCh. 20.3 - Prob. 20.6LR
Ch. 20.3 - Prob. 20.7LRCh. 20.4 - Prob. 20.4LOCh. 20.4 - Prob. 1MRDCh. 20.4 - Prob. 1MIAMCh. 20.4 - Prob. 20.8LRCh. 20.4 - Prob. 20.9LRCh. 20.4 - Prob. 20.10LRCh. 20 - Prob. 1AMKCh. 20 - Prob. 2AMKCh. 20 - Prob. 3AMKCh. 20 - Prob. 4AMKCh. 20 - Prob. 5AMKCh. 20 - Prob. 6AMKCh. 20 - Prob. 7AMKCh. 20 - Prob. 1BYMPCh. 20 - Prob. 2BYMPCh. 20 - Prob. 3BYMPCh. 20 - Prob. 4BYMPCh. 20 - Prob. 5BYMPCh. 20 - Prob. 1VCCh. 20 - Prob. 2VCCh. 20 - Prob. 3VC
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