REPLY
dono
MW8P.docxA minimum of 100 words each question and References Response (#1 – 6) KEEP RESPONSE WITH ANSWER
Make sure the Responses includes the Following: (a) an understanding of the weekly content as supported by a scholarly resource, (b) the provision of a probing question. (c) stay on topic
1. I strongly believe in follow up with products or service is an important piece that all companies should practice. Companies that do practice can create that company-customer relationship and gain loyalty from them. I know when a company has called me and asked about the product or service they provided, it has provided that feeling they care about my satisfaction or they will try to make it right if I am not. Has there been a company that contacted you after your purchase? Just recently, I had to take my son to Urgent Care and they provided great service to him. I expected that but what I was surprised about is when they called me a day later to check up on him and see if he was doing better. It was my first time there and now will be the place I go next time.
2. I think that once a company gets so large, like Microsoft, it forgets about consumers to a point. Microsoft has such a large market share and monopoly on computer operating systems that it knows people are forced to use its products. I have had to reach out to Microsoft for assistance with their products before and it did help, their interactive chat made it easy to resolve computer issues however even after that there was still no follow up. Now with Microsoft ending support for certain products and operating systems, forcing updates and restricting control of certain features it is forcing people to make a decision between operating systems such as Apple or Micosoft or not upgrading the operating system and not having support.
3. Interactive marketing involves two-way buyer–seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. Interactive marketing is characterized by sophisticated choice board and personalization systems that transform information supplied by customers into customized responses to their individual needs (Kerin, R. A., et al, 2016). While, multichannel marketing is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online (Kerin, R. A., et al, 2016). Apple’s multichannel retail strategy unifies the customer experience across all channels and platforms, to create a complete end-to-end journey for each purchase. Apple’s bricks and mortar stores are designed to show people how they will feel when using Apple products rather than emphasising what the product itself does. Stores are an interactive experience between would-be purchaser and product.
4. According to the text, “interactive marketing involves two-way buyer-seller electronic communication in a computer0mediated environment in which the buyer controls the kind and amount of information received from the seller” (Kerin & Hartley, 2016 p 456). For the last few weeks, I have been searching for a new couch that would fit in and look good in my living room. As I select each option, I have to try and visualize what it would actually look like in my living room. After doing a little research online, I found out that Target has a “virtual preview” that allows you to see hundreds of products they offer and see how it would look in your own home. It allows you to upload a photo of your space, and lets you see what your chosen item looks like. Being able to see exactly how an item would look in your own home is so beneficial, and reassuring that your purchase is a good fit.
5. Entertainment marketing is used as a technique to grab attention, create excitement and buzz, and connect with consumers about a company's product or service (Mininni, 2008). With entertainment marketing, it focuses on reaching consumers through entertainment of product placement, brand integration, celebrity endorsement, and social media influencer campaigns (Jones, 2019).
In my opinion, I don't think there is a drawing of a line in the sand between where entertainment ends and marketing begins. I feel that marketing is the beginning, middle and end. Marketing is the overall process and entertainment amplifies the marketing strategy. Marketers get a product or service and have to determine what the target market will be. Then they need to figure out ways to grab their attention of that target market through advertisement or promotion. This is where the entertainment marketing comes into play. If that is successful, then marketers need to follow through with customer satisfaction or feedback to improve, build on or modify their message to gain more customers. I may be wrong with this opinion but I don't think there is a fine line between the two.
