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16.1 described a "long tail effect" for much marketing work which makes it difficult to accurately know exactly how much revenue is generated by a marketing project. Which of the following are examples of marketing's "long tail effect?" (Select all which apply.)

16.1 described a "long tail effect" for much marketing work which makes it difficult to accurately know exactly how much revenue is generated by a marketing project. Which of the following are examples of marketing's "long tail effect?" (Select all which apply.)

Principles Of Marketing
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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### Understanding the Long Tail Effect in Marketing **Question:** I described a "long tail effect" for much marketing work which makes it difficult to accurately know exactly how much revenue is generated by a marketing project. Which of the following are examples of marketing's "long tail effect?" (Select all which apply.) **Group of answer choices:** 1. **Adding an important feature to a product sometimes increases sales only slightly, but that increase lasts for years and that's how it generates profit.** 2. We demand that our new product introductions generate profit within the first month and only consider those sales in evaluating the effort. 3. **An advertising campaign might generate an immediate boost, but its impact continues by driving low levels of sales for a very long time.** 4. My company likes to spend a lot of money very quickly on a campaign so we can measure very high immediate sales. ### Explanation: The term "long tail effect" describes a phenomenon in marketing and sales where the bulk of revenue is generated not from a few high-selling products (or campaign results), but from a large number of products that have lower individual sales figures but collectively make up the majority over a long duration. Here, the correct examples of the long tail effect are: 1. **Adding an important feature...**: This situation exemplifies the long tail effect as the slight increase in sales continues over a long period, gradually accumulating to generate considerable profit. 3. **An advertising campaign might generate...**: This reflects the long tail effect since the campaign's immediate boost is followed by a prolonged period of sustained, albeit lower, sales that eventually contribute significantly to the total revenue. The other examples focus on immediate and short-term sales impacts, which do not align with the long tail effect concept.
Transcribed Image Text:### Understanding the Long Tail Effect in Marketing **Question:** I described a "long tail effect" for much marketing work which makes it difficult to accurately know exactly how much revenue is generated by a marketing project. Which of the following are examples of marketing's "long tail effect?" (Select all which apply.) **Group of answer choices:** 1. **Adding an important feature to a product sometimes increases sales only slightly, but that increase lasts for years and that's how it generates profit.** 2. We demand that our new product introductions generate profit within the first month and only consider those sales in evaluating the effort. 3. **An advertising campaign might generate an immediate boost, but its impact continues by driving low levels of sales for a very long time.** 4. My company likes to spend a lot of money very quickly on a campaign so we can measure very high immediate sales. ### Explanation: The term "long tail effect" describes a phenomenon in marketing and sales where the bulk of revenue is generated not from a few high-selling products (or campaign results), but from a large number of products that have lower individual sales figures but collectively make up the majority over a long duration. Here, the correct examples of the long tail effect are: 1. **Adding an important feature...**: This situation exemplifies the long tail effect as the slight increase in sales continues over a long period, gradually accumulating to generate considerable profit. 3. **An advertising campaign might generate...**: This reflects the long tail effect since the campaign's immediate boost is followed by a prolonged period of sustained, albeit lower, sales that eventually contribute significantly to the total revenue. The other examples focus on immediate and short-term sales impacts, which do not align with the long tail effect concept.
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