MARKETING (LOOSELEAF)
MARKETING (LOOSELEAF)
20th Edition
ISBN: 9780357495742
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 market research.

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 partnership with Company C to create an employee incentive program. It help his clients for developing and implementing marketing strategies to increase sales as well as customer satisfaction.

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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