Shaping the market option through price sensitivity

The online market for travel services will reach $63 billion within a few years, and Priceline.com aims to capture a significant share; already, it is high on the top-ten list of travel Web sites. After a brief period of diversification into name-your-price sales of groceries and gasoline, the company has refocused on its core travel and financial services offerings, including airline tickets, hotel rooms, rental cars, and mortgage loans. The company guarantees that a Priceline.com mortgage is the "lowest-cost loan on the market" and backs this up by paying $300 to any customer who finds a better price. 1. Define price sensitivity. Provide relevant examples. 2. What can you say about th... click for more

How can marketers influence each stage of the consumer buying process?

How can marketers influence each stage of the consumer buying process? How can marketers affect each of the 5 stages: problem recognition, information search, evaluation of alternatives, purchase and post-purchase evaluation.

Has TV advertising lost power?

Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and, even worse, no longer as effective as it once was. Critics maintain that consumers tune out too many ads by zipping and zapping and that it is diffcult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV disagree, contending that the multi-sensory impact of TV is unsurpassed and that no other media option offers the same potential impact. Has TV advertising lost its power? Compare TV advertising with one other promotional channel.

Warner Bros. & Harry Potter

Visit the official Harry Potter website http://www.harrypotter.com Click on the Wizard Shop Familiar yourself with the Promotions and Products links and answer the following questions: A. What types of merchandise is Warner Brothers selling as part of its merchandising strategy? B. What channel(s) of distribution is (are) being promoted here to purchase this merchandise? C. How does author JK Rowling's control over the licensing affect the merchandise? Click on the Message Board and Games links Familiarize yourself with theses two links and answer the following question: A. How does involvement in the activities on the site keep the Potter hype in high gear ... click for more

Discussion questions

1. Should a company be concerned with public opinion? Give an example of when they should or should not. 2. What impact can PR (public relations) have on society? What is an example of this impact?