Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Question
Chapter 17, Problem 17.1DQ
Summary Introduction
To discuss: The advantages of direct and digital marketing to the sellers and buyers.
Introduction:
Direct digital marketing has a direct involvement in engagement of the targeted individual consumers and communities of customers to get two factors like the immediate reply and building up an ultimate relationship with customer.
Expert Solution & Answer
Explanation of Solution
The benefits of direct and digital marketing to the buyers are as follows:
From the purchaser’s perspective the direct marketing is easy, convenient, and private its advantages are as follows:
- It provides the buyers a ready access to the wealth of the products.
- It provides the buyers the access to a wealth of comparative facts about the products, companies, and competitors.
- It is immediate and interactive.
- It provides the consumers with a higher measure of control.
The benefits of direct and digital marketing to the sellers are as follows:
- The direct and digital marketing can make their target as smaller groups or the individual consumers.
- They provide the goods and services at a lower cost, efficient, and speedy alternative for reaching their markets.
- They can provide a greater flexibility.
- They provide sellers the access to buyers that they cannot reach through various other channels.
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United Airlines has a rewards program where consumers can earn points for travel. This is called:
a) Instrumental Conditioning
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Question:
About half of the participants in a study were told that they would be putting with a Nike putter, whereas the other half were NOT told what putter brand they would be using. Importantly, all participants used the exact same putter. The results showed that, on average, those who thought it was a Nike putter needed significantly fewer putts to sink the golf ball. This is an example of the _____________Effect.
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c) Nike
d) Ikea
Another name for positioning is:
a) A form of self-expression
b) The brand’s point of differentiation
c) The brand personality
d) Both B and C
e) None of the above
Chapter 17 Solutions
Principles of Marketing, Student Value Edition (17th Edition)
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