A conventional desk-top cooling fan costs as little as £20. The Dyson Air Multiplier has a recommended retail price of £200. Despite this huge price differential, the Dyson product is highly successful. What are the strategic implications of this story?
What will be an ideal response?
At a recommended retail price of £200, the Dyson Air Multiplier is clearly not appealing to the same
demand segment as a £20 conventional desk-top fan. The considerable success of the Dyson product to
date appears to be based on quite different purchase motivations. These could variously include a desire
to (i) buy the best performing product of its kind, irrespective of price (ii) be a status seeker/trend-setter
(iii) support a worthy British company. Sales success surely reinforces Dyson’s belief that people are
willing to buy a ‘better mouse trap’ when they are convinced it really is better. Thus, continued research
and development allied to assiduous maintenance of reputation and brand image are viable means of
sustaining a dynamic enterprise. Competition does not always have to be about low cost.
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Mick likes to attend political debates at which there is time set aside for discussion. He also tends to relate what he hears to his own views on a variety of topics. These actions are indicative of which style of listener?
A. people-oriented B. action-oriented C. content-oriented D. time-oriented
In which of the following scenarios would high-pressure selling tactics typically be most advantageous for marketers?
A) selling situations with long-time customers B) selling situations with new customers with a high likelihood of becoming repeat customers C) selling situations with a company's most highly valued customers D) selling situations with one-time customers E) selling situations with dissatisfied customers
What are some implementation problems with flextime?
What will be an ideal response?
For the control plan ______________________________ a data entry clerk enters an identification number, such as a customer number, and then examines the master data record displayed by the computer to determine that the correct identification number has been entered. ?
Fill in the blank(s) with the appropriate word(s).