Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 16, Problem 16.11MA
Summary Introduction
Case summary:
Company K provides a lease-to-own program that targets the consumers with low-income. Company K is a retailer company, however, few company like Company K has been doing this program for few days. Company S, which has already launched this program mentioned that their program satisfies the low-income consumers.
Few critics aroused saying that it is just giving instant satisfaction and exploiting the disadvantaged customers.
Characters in given case:
- Company K
- Company s
To discuss: Whether Company S and Company K are exploiting the disadvantaged customers with a reason
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Marketing: An Introduction (13th Edition)
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