Marketing Essentials

Chapter 1: Marketing Is All Around Us

Case Study Online Action

Gathering Information About Customers
A-B CDs Record Shop is a small neighborhood music store. Your boss wants to know what the typical A-B CD customer is like, and what this kind of customer would like to see more of in the store. How would you go about building such a profile?

Activity
Discuss some of the tools that you have seen in other retail stores that allow management to gather information on their customers' preferences. What are the strengths and weaknesses of these tools? Which one would you recommend to your boss?

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