Concept explainers
Case summary:
Marketers tracking customers is known as behavioral targeting. Company KD’s reports say that there are 56 instances of data samples increased in one year. An examination by Company WS’s journal found that the fifty most popular websites of County U are installed in excess of $3,000 tracking documents used in the study of investigation. However, there were 4,123 tracking files that were popular with teenagers and children.
Many sites were installed for tracking, which includes tracking tools such as files placed on computers and websites. As a result, it is helpful for the marketers to use information obtained online. But at present, marketers are able to track the customer movements through mobile and wearable devices.
Meat space means the marketers are using details obtained from mobile and wearable devices to personalize offers while consumers move around their space. An increase in technology increases the growth of meat space.
Characters in the case:
Company KD
Company WS
Country U
A customer is a business or person who buys goods and services manufactured by a business. Customers are the ones who create demand in the market for goods and services.
To determine: Whether it is ethical to track customer’s physical movements, particularly children’s movements.
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Chapter 17 Solutions
Principles of Marketing (16th Edition)
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