Answered: Postee Bakery Foods has recently…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Postee Bakery Foods has recently expanded from the United States into the South American market. To aid this transition, the company has implemented database marketing to track customers’ spending habits and discern patterns

Postee’s website lists all of its products, offers online purchases, and allows customers to register and fill out surveys about the products to enter to win prizes.Postee also advertises in newspapers and with television commercials.

Ashish, director of marketing at Postee, believes that the company’s traditional U.S.summer advertising campaign, which runs during the month of July and focuses on newspapers and commercials, will be an effective use of advertising resources in the new South American market.

Which of the following questions could Ashish most likely answer objectively?

A) What percentage of South American users who register on Postee’s website eventually make an online purchase with Postee?

B) How many purchases that were completed after this year’s U.S. summer marketing campaign would have been completed had Postee chosen a different marketing campaign?

C) Is it more important to focus on social marketing or relationship marketing in South America?

D) What percentage of South American consumers who purchased Postee products did so because of the summer marketing campaign?

E) If Postee had spent much more money than it did on marketing activities in the U.S. last year, would the additional expenditure have had a worthwhile impact?

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