Marketing
20th Edition
ISBN: 9780357033791
Author: Pride, William M
Publisher: South Western Educational Publishing
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Question
Chapter 5.2, Problem 1C
Summary Introduction
Case summary:
Company M is a media company that creates a customer experience in year 2005. It combines services like employee surveys, social media monitoring, mystery shopping and
Under mystery shopping, shoppers pose as regular customers while reporting and evaluating their experiences.
Company M gathers information about mystery shops helps to improve customer loyalty. Company M has entered into a
To discuss: The ways the retailers makes use of mystery shoppers to alter the marketing strategy.
Mystery shopping is a process of visiting a retail store, bank branch, restaurant or any other place for measuring the quality of customer experience as an objective.
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IDENTIFICATION: PLEASE PROVIDE AN ANSER ON THE FOLLOWING QUESTIONS.
1. This is a strategy primarily for achieving low-cost leadership among industry competitors
2. This is also known as channels that link the organization to its customer.
3. It determines the means to implement the strategies.
4. This includes both political and legal factors.
5. It is the function responsible for acquiring and evaluating market and consumer -based information for decision making.
6. A respondent can answer these questions in his/her own words.
7. It is the body of the survey questionnaire.
8. It is the stage in the process where the questionnaires are administered to the selected respondents.
9. She/he is the person who tries to convince others of the need for the product/services and influences the purchase decision.
10. It is a status hierarchy in which individuals and group.
1. Review the provided CRM data to guide you in selecting the buying firm that will maximize revenue for DataLocker. Once you have analyzed the CRM data, select the appropriate industry that will maximize revenue for DataLocker:
Small Size Manufacturing
Small Size Hospitality
Small Size Services
Medium Size Manufacturing
Medium Size Hospitality
Medium Size Services
Large Size Manufacturing
Large Size Hospitality
Large Size Services
A cosmetic manufacturer wants to understand why users shop online versus in store, and how they might take better advantage of the online channel; the manufacturer wants to make improvements to the company’s website. The manufacturer also wants to find out why Nordstrom.com (a competitor’s website) appeals to cosmetic consumers versus other websites. The cosmetic manufacturer also wants to find ways to improve consumers’ in-store experience. Further, the manufacturer wants to produce a three (3) month sales forecast based on the data produced from the research.
Objectives:
Why users shop online versus in store
How to take advantage of the online channel
How to improve the company’s website
Why does Nordstrom.com (their competitor) appeal to cosmetic consumers versus other websites.
Ways to improve consumers’ in-store experience
Requireed: Produce fictitious findings, chart and dat analysis that relate back to the objectives.
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