MARKETING:REAL PEOPLE,REAL CHOICES
MARKETING:REAL PEOPLE,REAL CHOICES
10th Edition
ISBN: 9780135199893
Author: Solomon
Publisher: RENT PEARS
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Chapter 2, Problem 12QA
Summary Introduction

To determine:The importance of sustainability in company’s marketing strategy.

Introduction:Marketers are those people who are required to identify the goods and services which consumers’ desire. They provide services by identifying the need of consumers which are ordered by companies to increase their sale ratio.

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Identifying Product Benefits                                                                                        Assignment 4.7   Provide an example of  a product attribute   Provide an example of a product benefit   In your own words tell me what is the difference between a product attribute and product benefit.   Explore advertising appeals. Please provide an example of an advertisement that represents each appeal. Advertisement can be a commercial, print Ad picture, etc.   Refer to the figure below to assist you with advertising appeals and their goals towards a target market. Profit   Health   Convenience    Environmental consciousness
Description of variables:     •    Converted = 1 if they bought     •    Amount = how much they paid for the bag if they bought it     •    Margin = amount - $50     •    Got search ad = 1 if the search ad was displayed as the user was searching for handbags on Google     •    Clicked on search ad = 1 if they clicked     •    Got email = 1 if they got an email with a 20% discount from the handbag seller ($100 instead of $125). Some users got both the search ad and email     •    Clicked on email = 1 if clicked (though it doesn't mean they converted)     •    Clicked ad & email = 1 if clicked on both the search ad and the email     •    Campaign = 1 if got any ad Some more data from the handbag seller:     •    The search ad CPT = $9 (cost per thousand impressions)     •    Email CPT = $12 (cost per thousand emails sent out)     •    The costs associated with each sold bag = $50 (the margin depends on the price customers pay)
The success achieved by firms when they take their inventions to market is referred to as formation-ability. homologation. consultation. conversion-ability. liquidation.
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