PRIDE/FERRELL MARKETING ACCESS
20th Edition
ISBN: 9780357435359
Author: Pride
Publisher: CENGAGE L
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Chapter 5.2, Problem 1C
Summary Introduction
Case summary:
Company M is a media company that creates a customer experience in year 2005. It combines services like employee surveys, social media monitoring, mystery shopping and
Under mystery shopping, shoppers pose as regular customers while reporting and evaluating their experiences.
Company M gathers information about mystery shops helps to improve customer loyalty. Company M has entered into a
To discuss: The ways the retailers makes use of mystery shoppers to alter the marketing strategy.
Mystery shopping is a process of visiting a retail store, bank branch, restaurant or any other place for measuring the quality of customer experience as an objective.
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A service that I use often is Apple music, which is a subscription-based music streaming service. It allows users to stream millions of songs from artist all over the world. Apple music targets music enthusiasts who prioritize having access to vast music library and high-quality audio. Apple Music also targets students and young adults who are looking for affordable and on demand music streaming options. I believe the younger adults offer the most capacity for growth because a lot of the music today is created for the younger adults this is why apple music offers a student plan targeting the younger demographic. Spotify is Apple Music's biggest competitor, and it holds a much greater market share than Apple Music. Apple Music is very appealing to Apple users, so I believe as apple users increase so will the popularity of this service.
Propose one primary research opportunity this summary could use to fill in the gaps of this research with justification.
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PRIDE/FERRELL MARKETING ACCESS
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