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The failure of the original Smart Car shows that its developers did not take into account advertising target and strategy appealing to young consumers. In order to evaluate the validity and efficiency of the advertising target, it is crucial to take into account advertising channels and customer base…
This thinking is reflected in the electrical engineer's notion of control. Engineers view the control function in terms of the current state of a system, a desired state, the number of periods in which the desired state is to be reached, and the "driver" necessary to get the system there. The driver in marketing may be thought of as the marketing mix or part of it.
For SmartCar, information, particularly feedback, is a significant part of any marketing-control system, for the quality and quantity of knowledge available are fundamental to control performance. Feedback presents a way of shaping marketing by taking into account the results of past performance and learning from it the actions to take in the future. The use of linear programming for media selection, queueing theory to determine the appropriate number of check-out counters at a supermarket, or probability theory to decide the amount to be spent on marketing research, are examples. Simulation techniques, which foster experimentation on models and the generation of artificial intelligence without the hazards and costs of actual changes in policies or strategies, are particularly helpful in achieving better control (Kotler and Keller 2005).
Smartcar can use internal and external controls. ...
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