You Are a Marketer Working for a Firm That Manufactures

question 101

Essay

You are a marketer working for a firm that manufactures a wide range of products. Many of your traditional retail outlets are cutting back on the number of products they stock in a store, and you are receiving complaints from customers who cannot find their favorite products. Your firm has developed an efficient operation that makes it possible to continue to expand the number of items you can offer customers. Which channel should be your focus, and why?

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Definitions:

Speech Recognition

The technology that allows computers and other devices to understand and process human speech as a means of input.

Discontinuous Innovation

A breakthrough that significantly changes the market or the way consumers interact with products and services, often creating entirely new markets.

Dynamically Continuous Innovation

Innovations that represent a marked improvement over previous products or methods but do not require the creation of new behaviors.

Federal Trade Commission (FTC)

A federal agency established to protect consumers and promote competition by preventing anticompetitive, deceptive, and unfair business practices.