Concept explainers
Case summary:
Company KM, which was once a leader in providing discounts, took a backseat to Company W long ago. However, Company KM recently took efforts to provide value to consumers by innovation shows. To gain competition in the market, Company KM started a program which combines both the advantages of online and store shopping.
Suppose the product needed by the customer is not available in one store, Company KM would ship the product for free. Company KM revealed an advertisement campaign that showed an uncharacteristic significance to younger consumers. The ad “Ship their pants” became viral. Therefore, Company KM got the message out in spades.
Characters in the case:
- Company KM
- Company W
Introduction:
A marketing mix generally refers to the 4P’s, namely price, product, place, and promotion. Based on the industry, the marketing strategies and marketing managers might vary the approaches of the 4 P’s.
To discuss: The target customers for “ship my pants” and in what manner it is significant.
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Chapter 11 Solutions
Marketing: An Introduction (13th Edition)
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