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Page: 12, 14-16Learning Objective: 3Learning Objective: 4186. Why do some executives feel that environmental factors are NOT entirely outside their influence?187. The Apple iPod is rated by Consumer Reports as being one of the best music players in the industry. The customer may buy and download music by the song from the Internet. Define customer value. In what ways does the Apple iPod provide value for its customers?
188. About Halloween, kiosk stores appear in many malls. Typically the kiosks sell gift boxes of cheese, jewelry and, other items people think are appropriate seasonal gifts. In January these kiosk retailers vanish. Is it possible for such a kiosk retailer to use relationship marketing? Explain your answer. 189. Explain the marketing program Singapore Airlines used to reach out to business travelers and contrast it to those it used to reach out to group travelers. Ans: a marketing program integrates the marketing mix elements to provide a good, service or, idea to prospective buyers. From Figure 1-4, we can see that the product or service, price, promotion and place are quite different for business travelers and group travelers.