Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.10MA
Summary Introduction
Case summary:
Website Y it is an online helper that posts customer’s reviews about the local business like restaurants, spas, and doctors. Businesses are rated on reviews posted in online site, with a 5- star rating being the best. Nearly 60% are four or five stars- reviews, and the remaining reviews are less convinced.
Bad reviews can be the “kiss of death for a small commercial enterprise”. This creates as many problems for the business. A few customers demand something in return for not posting a negative review in site about the business. Restaurant owner claimed a customer vulnerable to post “scathing review” after supposedly getting food poisoning from eating at restaurant unless he received a $100 gift voucher.
In case of medical profession they would get sign in a contract called as “medical gag-order” from the patients before starting the treatment. These help in preventing the customers from posting the negative comments.
Character in the case:
Website Y
To discuss: whether the reviewers are limited in any ways in the provided sites and should these reviews be limited.
Introduction:
The activity for communicating, creating, exchanging, and delivering the offerings that are beneficial to the company, customers, shareholders, and society is known as marketing.
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Students have asked these similar questions
Looking for some insight on a scenario involving a car company that sells a full range of vehicles—from large trucks and luxury SUVs to economy cars and hybrids. Recently, there’s been a noticeable shift in consumer buying habits, and management is interested in developing a system to track early trends in the marketing environment.
The goal is to explore two of the following areas:
Key variables in the marketing environment that should be monitored to help recognize and predict trends.
The importance of tracking these specific variables over time.
Effective methods for monitoring these trends.
How marketing research can help reveal how consumer perceptions of these trends influence vehicle choices.
Open to hearing thoughts or approaches on any two of these points.
Measuring Online success
Google analytics and other enterprise systems like Omniture are great in assisting companies in obtaining leads and using data collected to assist companies improve their websites. For this assignment take a look at the success stories from companies using google analytics. Click on the link below to choose a success story, once on the website make sure to click on the PDF file to view the sample company of your choice.
https://www.google.com/analytics/success-stories/?product=analytics#?modal_active=none
Name of the company ?
About the company
What are some of the company goals?
What was the approach in using google analytics to help the company succeed?
What was the end results from using Google analytics?
Answer the following question on business market, then compare how business markets differ from consumer markets.
What is Business Marketing?
What would make a business product? Provide an example
What is relationship Marketing, name some strategic alliance in business marketing?
Name Some differences in Business VS Consumer markets and provide an example of each
1.
2.
3.
4.
5.
Name an organization in Business market and provide example of what products they offer and who may be their clients?
Name an organization in Business market and provide example of what products they offer and who may be their clients?
Chapter 12 Solutions
Marketing: An Introduction (12th Edition)
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