1.You are a new brand manager for a product line of Coach purses. You are considering the purchase of customer data from a company that sells a large variety of women’s products online. In addition to the name, mailing address, and e-mail address of customers, the data provides an approximate estimate of customers’ annual income based on the zip code in which they live, census data, and the highest level of education achieved. You could use the estimate of annual income to identify likely purchasers of your high-end purses and use e-mail addresses to send e-mails announcing the new product line and touting its many features. List the advantages and disadvantages of such a marketing strategy. Would you recommend this means of promotion in this instance? Why or why not?
1.You are a new brand manager for a product line of Coach purses. You are considering the purchase
of customer data from a company that sells a large variety of women’s products online. In addition
to the name, mailing address, and e-mail address of customers, the data provides an approximate
estimate of customers’ annual income based on the zip code in which they live, census data, and
the highest level of education achieved. You could use the estimate of annual income to identify
likely purchasers of your high-end purses and use e-mail addresses to send e-mails announcing the
new product line and touting its many features. List the advantages and disadvantages of such a
marketing strategy. Would you recommend this means of promotion in this instance? Why or why
not?
2. When asked about Google releasing personal information to law enforcement agencies, Google’s
CEO Eric Schmidt told CNBC: “If you have something that you don’t want anyone to know, maybe
you shouldn’t be doing it in the first place”. Discuss Mr. Schmidt’s perspective.
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