Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 1, Problem 1.12AC
Summary Introduction
Case summary: Retailers usually follow the customers shopping blueprint and target them with the offers they are looking for. For instance, Company CV has an Extracare card which is used at checkout, applies discounts to purchases and gives discounts called Extra Bucks to be utilized as money on future buys. In the background, Company CV is gathering information on customers' buys and utilizing amassed information to target people with extraordinary offers.
Characters in the case: Company CV.
To discuss: The ways through which marketers use data collection to sell products.
Primary data implies to the direct information accumulated by the analyst himself or herself. Secondary data implies as data gathered by another person before.
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