Answered: Explain in detail some of the…

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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Explain in detail some of the considerations that SOA should take into account when
deciding whether to spend more on promoting particular products?

Transcribed Image Text:From evaluating these figures, SOA.com can get a picture of how many customers are exposed to this promotional method and what sales are being generated as a result. Other important measures include the number of people using and purchasing from the SOA.com website. If use is high and growing, it shows continued growth of the market. Extension strategies SOA.com makes it easy for people to buy online as it has a huge range of own-brand, high street and designer labels on one website with a single basket check-out ordering service. Leading clothes designers and fashion houses choose to sell their clothes through SOA.com because they know that this is a good way to reach a wide, international audience and generate revenue. SOA.com is continually seeking to outperform its competitors and increase its market share. It does this by providing customers with choice, value, service and fashion credibility. It also needs to be aware of how the life cycle of its entire product range can be managed and extended to maximise revenues. Conclusion Fashion is a rapidly moving market. SOA.com demonstrates the growing trend for online shopping with increasing numbers of visitors and purchases on its website year-on-year. SOA.com meets the needs of its target audience by providing an exciting and continually updated website with regular new fashion items. Being able to target customers through personalised customer communications is a vital aspect of its promotion strategy. It also continues to enhance the range of product areas it offers, such as kidswear and maternity clothes, launched in 2008 and 2009 respectively. SOA.com also continues to develop the range of services it offers, for example, its 'Style with substance' initiative ensures customer emails are responded to within one hour. By understanding its customers' needs and the life cycle of its products, SOA.com is able to provide a product offering which ensures customers keep returning to the SO.com website. 4

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