BUS330: Principles of Marketing

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BUS330: Principles of Marketing Question 1. Question : Which campaign example BEST illustrates a focus on capturing “share of customer”? Student Answer: Starbucks rolls out a mobile phone app that works like a frequent - purchase rewards card but captures data to measure Customer Lifetime Value. Trader Joe’s mails “Trader Joe's Fearless Flyer,” an advertising circular, to 350,000 San Gabriel Valley households. Mars Candy uses newspaper advertising and in - store events to promote a new ice cream novelty line that extends the well - known candy brand. Post Cereal extends its Honey Bunches of Oats product line with Fruit Blends, using coupons on the original product to encourage consumers to try the new line. (The answer can be found in Section 2.3: "Marketing Process Step 3: Campaign Development" in Principles of Marketing ) Points Received: 1 of 1 Comments: Question 2. Question : What specific marketing response might counteract the essential variability of services? Student Answer: Bring employees from all locations together for training. Build loyalty by encouraging adapting offerings to customers’ tastes. Use technology to entertain customers so variability of service is less apparent. Promote a brand image that makes variability part of the service’s persona. (The answer can be found in Section 3.4: "When the Product is a Pure Service" in Principles of Marketing ) Points Received: 0 of 1
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