02995cam a22003858i 4500 23282804 OSt 20230915131323.0 230818s2023 nju 001 0 eng 2023026899 9781119500803 (paperback) 9781119500803 (adobe pdf) 9781394163052 (epub) WIUC - GH eng rda WIUC - GH pcc HF5415.P213 658.8 23/eng/20230825 Padgett, Daniel, author. 2425 Applied marketing. / Daniel Padgett, Andrew Loos Hoboken, NJ.: John Wiley & Sons, 2019. xv, 310 p. : Ills, glossary, index text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes index. What is marketing? -- Organizing and planning for marketing strategy -- The marketing environment -- Customer behavior -- The role of research in marketing -- Using segmentation, targeting, and positioning to distinguish a brand within the market -- Applying the marketing mix -- Delivering products and brands that meet customer needs -- Place decisions and customer convenience -- Managing price and customer cost perceptions -- Using group promotion to communicate with customers -- Using personalized promotion to communicate with customers -- Encouraging participation to connect with customers -- Measuring marketing effectiveness through metrics -- Finalizing a marketing plan tactics. "Better service is only more valuable if customers are willing to pay more for it. It seems obvious that customers would prefer to shop in more attractive stores with better service. However, Ross Dress for Less strategically chooses not to spend money to make its stores more attractive or to provide better service specifically because Ross's customers would rather pay less than have better service. Ross emphasizes that they are a "treasure hunt" shopping experience where customers never know what they will find, but they will inevitably find a good deal if they search the store. This strategy has worked well for them to this point. While other retailers downsize or close stores, Ross Dress for Less continues to open new stores. Similarly, discount airlines such as Southwest in the United States and Ryanair in Europe succeed by offering less service but lower prices than traditional airlines. Discount airlines continue to gain popularity with customers seeking cheaper options for travel"-- Provided by publisher. Marketing. 25 Marketing Management. 334 Loos, Andrew, author. 2426 Online version: Padgett, Daniel. Applied marketing 1st edition. Hoboken, NJ : Wiley & Sons [2019] 9781119500803 (DLC) 2023026900 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 10058 17558 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2010-03-14 0 HF5415.P21 K/3033/0131/23 2023-09-15 00:00:00 2023-09-15 BK