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    Increasing customer power is a continuing challenge to marke

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    1.Increasing customer power is a continuing challenge to marketers in today's economy. In what ways have you personally experienced this shift in power, either as a customer or as a business person? Is this power shift uniform across industries and markets? How so?

    2. How concerned are you about privacy and security in today's economy? Are you more concerned about online security or about the potential ramifications of RFID technology? Will these issues still be important in 10 years? Explain.

    3. The text argues that marketing possesses very few rules for choosing the appropriate marketing activities. Can you describe any universal rules of marketing that might be applied to most products, markets, customers, and situations?

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    Solution Preview

    1.Increasing customer power is a continuing challenge to marketers in today's economy. In what ways have you personally experienced this shift in power, either as a customer or as a business person? Is this power shift uniform across industries and markets? How so?

    --- The shift is relatively uniform across all industries and markets, because as the times have changed, the resulting trends affects all industries. Years ago, companies made the decisions on what to sell, how much to sell, and where to sell their products. Due to an increase in customer power, ...

    Solution Summary

    Increasing customer power is a continuing challenge to marketers in today's economy. In what ways have you personally experienced this shift in power, either as a customer or as a business person? Is this power shift uniform across industries and markets? How so?

    2. How concerned are you about privacy and security in today's economy? Are you more concerned about online security or about the potential ramifications of RFID technology? Will these issues still be important in 10 years? Explain.

    3. The text argues that marketing possesses very few rules for choosing the appropriate marketing activities. Can you describe any universal rules of marketing that might be applied to most products, markets, customers, and situations?

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