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In a product category based on dynamic technology, new products enter the market in rapid succession, and the competitive situation changes almost daily. Because technological features of available products tend to improve while prices tend to decline, customers develop expectations that may...
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Marketers offering Web-based shopping typically try to provide a convenient, safe, and pleasant online environment, appropriate to addressing shoppers' functional goals. They might also try to create an experience that encourages more escapist elements of "flow", a sense of deep involvement that...
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Market conditions may lead firms to increase offensive marketing activities aimed at attracting new customers, and/or to enhance defensive relationship building intended to retain current customers. Characteristics of the marketing environment are examined, including firms' interest in...
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