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
Meat space is the website which is used by the marketers to obtain information from devices such as mobiles, wearables, and so on. Meat space is used to track the device of the customers.
To discuss: The ways marketers can track customers in meat space.
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Chapter 17 Solutions
Principles of Marketing (16th Edition)
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