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Marketing - Assignment Example

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Marketing Classification of e-books EBooks have changed the way book readers used to enjoy reading. Ebooks are viewable as text files or PDF documents. Similarly several other formats were developed mainly for the implementation of eBook with a goal to digitize the experience of reading books…
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The next format is EPUB which was developed by the “International Digital Publishing Forum” and is a variant of XML, ZIP and HTML format. Finally is the broadband eBooks which uses the .lrf file extension and are accessed by Sony corporation readers (Jaebi, “Types of Ebooks”). Ebooks can be regarded as an experience derived by the reader. After several years of development and expectation, eBooks have begun to strengthen its place and formed a central part of information experience for the readers. Most of the users are aware of the eBook concept and said that they are useful and would incorporate eBooks into information experience (White Paper 2). Description of New Product Service industry is making use of new product development to the most and is trying to provide quality service with the new form of products to its customers. For example in the hotel industry most of the hotels have been introducing new products in the form of classier, elegant rooms, suits to fit the needs and wants of the customers. In addition most of the hotels have developed their own applications which are made available to iphones and other phones to keep the customer updated about any new offers, schemes and other related items in the hotel. This way the hotels are able to create an experience for the customers and customers seems to stay loyal with the hotels. The airline industry The airline industry uses the pricing strategy as a competitive tool and tends to increase and decrease the price which tends to affect the consumers perception on air travel. While there are consumers who are completely insensitive towards price but other set of consumers pay attention towards change in price and it affect their assessment on travel experience. With dynamic price level as well as structure is decided by the airlines the notion of price perception should be taken as one of the important tool in order to influence the consumer’s perception of booking and purchasing of tickets. Consumers who are highly exposed to fluctuating price tend to become less sensitive towards change in price. Thus it can be concluded that frequent change in price by airline affect the sensitive consumers of the travel experience on an airline as compared to consumers who are insensitive towards price change. Progressive Group Progressive Group has grown over the years and has become the third largest auto insurance group and has achieved competitive advantage through innovation mainly in its channel of distribution. Progressive has adopted a direct model of distribution channel and directly distributes to the consumers without any intermediaries. The direct channel also helped the insurance company to reduce the cost which is paid to the agents. Thus catering directly to the customer segment has helped it to achieve a competitive advantage and introduce innovate product for the consumers auto vehicles. IMC IMC is a process of communication that entails the creation, planning, integration and also implementation of various forms of communication such as promotion, advertisement, publicity, events and others (Shimp 10). IMC is being used by almost every organization and it forms an integral part of promotions and communication. Brands such as Coca Cola, Pepsi, P&G, Yum Brands, BMW, Dell Computers, Intel and other brands have made extensive use of IMC. The use of IMC has proved to be effective for all the brands in communicating the message for ... Read More
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