Answered: You have been hired recently by a large…

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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Question

You have been hired recently by a large bank in its credit card
marketing division. The bank has relationships with a large number of
colleges and prints a wide variety of credit cards featuring college logos,
images, and the like. You have been asked to oversee the
implementation of a new program targeting first-year college students
at the schools with which the bank has a relationship. The bank has
already purchased the names and home addresses of the incoming
class. You have been told that no credit checks will be required for these
cards as long as the student is over 18 years of age. The bank plans a
first-day-of-school marketing blitz that includes free hats, T-shirts, and
book promotions, as well as free pizza, if the students simply fill out an
application. Do you think it is a good idea to target this program to
these new students?

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