List the three premises on which Anderson's long tail theory is based, and summarize the research testing his idea

What will be an ideal response?


Anderson's long tail theory is based on three premises:
1. Lower costs of distribution make it economically easier to sell products without precise predictions of demand.
2. The more products available for sale, the greater the likelihood of tapping into latent demand for niche tastes unreachable through traditional retail channels.
3. If enough niche tastes are aggregated, a big new market can result.
Some research supports this idea, but other research finds very low share products may be so obscure that they disappear before they can be purchased often enough to justify their existence. For companies selling physical products, the costs of inventory, stocking, and handling can outweigh the financial benefits of selling them.

Business

You might also like to view...

In terms of generating leads for personal selling, the best referrals are from:

A) channel members B) vendors C) other salespeople D) current customers

Business

The example given in the textbook where people flocked to see Joshua Bell perform in a concert hall, but failed to recognize him in the Metro station illustrates what factor that influences perception?

A. the comprehender B. the perceiver C. the environment D. focal object

Business

According to the Americans with Disabilities Act, a(n) ______ is a physical or mental impairment that substantially limits one or more major life activities, a record of having such an impairment, or being regarded as having such an impairment.

A. essential functions B. job relatedness C. reasonable accommodation D. disability

Business

Explain how and why marketers use search engine optimization (SEO)

What will be an ideal response?

Business