EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 8220103613774
Author: Armstrong
Publisher: YUZU
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Chapter 13, Problem 13.15VC
Summary Introduction
Case summary:
Company KM, which was once a leader in providing discounts, took a backseat to Company W long ago. However, recently, Company KM took efforts to provide value to consumers by innovation shows. To gain competition in the market, Company KM started a program which combines both 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: About the retail market mix and in what manner it differs from other retailers in the free shipping program.
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