Application 13.4 (on health clubs) shows how a business can make a profit by taking advantage of customers’ dynamic inconsistency. Why do health club members allow health clubs to take advantage of them? What else might they do? Can you think of other examples of profitable business strategies (either actual or potential) designed to take advantage of the behavioral patterns discussed in this chapter? For example, do businesses sometimes try to exploit the endowment effect? The anchoring effect? How? Think about advertising and marketing strategies, among other things.
Application 13.4 (on health clubs) shows how a business can make a profit by taking advantage of customers’ dynamic inconsistency. Why do health club members allow health clubs to take advantage of them? What else might they do? Can you think of other examples of profitable business strategies (either actual or potential) designed to take advantage of the behavioral patterns discussed in this chapter? For example, do businesses sometimes try to exploit the endowment effect? The anchoring effect? How? Think about advertising and marketing strategies, among other things.
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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Application 13.4 (on health clubs) shows how a business can make a profit by taking advantage of customers’ dynamic inconsistency. Why do health club members allow health clubs to take advantage of them? What else might they do? Can you think of other examples of profitable business strategies (either actual or potential) designed to take advantage of the behavioral patterns discussed in this chapter? For example, do businesses sometimes try to exploit the endowment effect? The anchoring effect? How? Think about advertising and marketing strategies, among other things.
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