Prepare a power point summary and critical review. Cite the article as: name of the author (last name of the first author first and first names of any co-authors first. Report should be about 16-20 slides long. The first slide (top of page 1) should have the complete citation of the article. The remaining slides should provide a summary of the article (label each slide as ' article summary'), then a few slides labeled 'what I thought of the article' (article's writing style, logical organization, clarity, easy to understand language, completeness of the arguments etc). The final few slides each labeled ' what I learned from it' should contain things such as what new concepts/facts/ideas you learned from the article, usefulness of the article information for you and for marketers of consumer products.
The Customer Has Escaped
Traditional go-to-market strategies don't work because they assume customers will stay in the channels that were designed for them. Time for a fresh look at how shoppers really behave.
by Paul F. Nunes and Frank V. Cespedes
Your customers used to get what they paid for, more or less. Now they're poaching value left and right. Just a few years ago, when typical retail shoppers went to a store and received advice on the size, style, or purpose of a product, they almost always bought the product right then and there. If they were looking for personalized service, they chose stores that offered it?and paid premium prices for it. If they were bargain hunters, they sought out no-frills shops. Whichever distribution channel they opted for, they stayed with it until the sale was made.
Not anymore. Today's customers "channel surf" with abandon. They routinely avail themselves of the services of high-touch channels, only to buy the product at the end point of another, cheaper channel. Who among us hasn't leafed through a catalog before heading to the mall, or called a travel agent for advice about airfares and then either bought the tickets on-line or purchased them directly from the airline to get a better price? The result is that companies are left with "stranded assets"?physical and organizational capabilities, typically developed at great expense, that become more useless by the day. Depending on the situation, these may include highly trained but underused salespeople, lightly trafficked retail floor space, and obsolescing inventory dedicated to displays and immediate fulfillment. Forrester Research analysts suggest that as many as half of all customers now shop for information in one channel, then defect from that channel when it comes time for money to change hands. Our own knowledge of clients' situations in both consumer goods and B2B markets supports this finding. ...
This solution is comprised of a power point that summarized and review the article.