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Marketing 14th Edition

Marketing (14th Edition)

Book Edition14th Edition
Author(s)Hartley, Kerin
PublisherMcGraw-Hill, Inc.
End Of Chapter

Chapter 19, End Of Chapter, APPLYING MARKETING KNOWLEDGE, Exercise 1

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Here is a tip:

A beacon is a small transmitter with a bluetooth radio that transmits a single signal repeatedly which other devices can see.


Technology BL is short-range wireless communication that can broadcast marketing promotions. Device B can transfer extremely small data to a visitor's smartphone very easily without draining the battery out.


However, the use of the beacons have helped to increase the sales of the stores in the following ways:

  • Proximity Marketing -Shoppers hate ads that are out of context. Businesses also need to be careful in their marketing strategies. Such promotions need to be highly personalised and appropriate. This not only boosts sales but also increases the brand loyalty.
  • Hyperlocal check-ins- Technology BL powered check-ins are highly focused and allow guests to specifically point out where they are in the facility.
  • Retargeting Ads- Technology BL beacon solutions allow companies to reach out to customers even after they check out the store. 
  • Pretailing- Technology BL  places good business ideas at the right time and place for customer interaction. Pretailing involves attracting more customers through location-based push marketing, specific in-store deals as well as helps consumers to take better decisions.
  • Payments- Contactless payment applications are strong using the technology. Retailers need Bluetooth low powered compatible point of sale machines to drive contactless payments.

Post- Purchase- 


Beacons can be of great benefit, from broadcasting loyalty deals to retargeting customers when they go online.

Sample Response

Technology BL is a type of wireless communication. It is mainly designed for short-range communication. This technology is similar to technology W because it enables contact between devices.

It can increase the sales of a store in the following ways: 

  • It can establish proximity marketing. 
  • It can establish hyper local check-in for promotional purposes when customers are nearby.
  • It can make customers brand loyal by retargeting ads..
  • It can facilitate contact less payments from customers.
  • It can help the customer's post purchase by offering loyalty deals.
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