MARK 201 Chapter Notes - Chapter 4: Customer Relationship Management, Ibuprofen, Strategic Planning
Document Summary
Marketing management i (comm 223) - winter 2013. Marketers agree that advertising increases costs, but it also promotes the reliability of brands: excessive markups: ex: funeral parlours charge extra because of the emotional instability of customers. Marketers argue that most business try to deal with customers as fairly as possible to develop good customer relationships: deceptive practices. Deceptive pricing: falsely advertising factory or wholesale prices, or a large reduction from a fake higher original price point. Deceptive packaging: exaggerating package contents to settle design, using misleading labeling, or describing signs misleading terms. The competition bureau acts as a watchdog to prevent such practices: big issue today: green products (the bureau investigates if these claims are true) Biggest problem: defining what is deceptive (mastercard priceless campaign: these dreams actually are not priceless, so people develop an enjoy-now-pay-later syndrome: high-pressure selling. People often say that salespeople pressure consumers into buying (goods are often.
