MKT 3401 Chapter : Mkt 3401
Document Summary
Sustainability-- staying green, protecting the environment (test q) patagonia used sustainability in the marketing of their product. Greenpeace targeting patagonia saying that they are not environmentally friendly as they market to be, which damages patagonia brand. Referrals word of mouth spreads about satisfaction. You can charge a premium price (at least 20% more than you normally pay) Reduce selling effort you don"t have to work as hard to promote your business. What you"re selling doesn"t work (phone service shotty, defective products) Customer service was bad (bad servers at restaurant, impoliteness/rudeness, lack of knowledge) You have to know how to price, you need to be fair in your pricing (price gouging is bad!) too low they"ll think its cheap too high they"ll think you"re trying to steal money from them. Not location, however difficult to get in and out (no parking, bad traffic)
