The factors that are important in understanding this decision situation. Introduction: SP is a music application which began as an alternative to other music download services. The customers are offered access to music from its vast library either by paying subscription or by listening it for free with interrupting ads in between. The artists generally have been a little less enthusiastic since SP makes a deal with record labels and by the time it reaches to actual artists, the amount becomes pretty small. It offers various benefits to the users who pay subscription fee. It uses vast amount of customer data and then analyses it to offer best services to its customers. It helps the artists know their most passionate fans so that musicians can target them. The fact that it uses big data analytics for analyzing customer data to a large extent makes it different from its competitors. The factors that are important in understanding this decision situation. SP places more premium on customer data than the competitors do. It has identified that customers taste in music keeps changing. It wants to penetrate deeper into the market. Its goal is to build long lasting connections with the users. Its decision making will definitely make use of big data analytics for providing the users with a great experience.

MARKETING:REAL PEOPLE,REAL CHOICES

10th Edition

ISBN: 9780135199893

Author: Solomon

Publisher: RENT PEARS

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Chapter 5, Problem 30C

Chapter 5, Problem 32C

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Solution Summary: The author explains that SP is a music application which began as an alternative to other music download services. It uses vast amount of customer data and then analyses it to offer best services to its customers.

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