The Marketing Gurus: Lessons from the Best Marketing Books of All Time by The Editors at Soundview Executive Book & Chris Murray

Author:The Editors at Soundview Executive Book & Chris Murray
Language: eng
Format: mobi
Publisher: Penguin Publishing Group
Published: 2006-07-19T14:00:00+00:00

6. YOU ARE WHAT YOU EAT

Tesco encountered some problems along the way. A few years into the program, management was ready to address five main business problems. These were:

• Price sensitivity. How could Clubcard help Tesco set competitive price levels that generated significant sales without starting a price war?

• Ranging for customers. How could Clubcard help Tesco determine the range of goods to make available at stores to satisfy what customers wanted to buy?

• Range creation. Could Clubcard data help Tesco lead rather than respond to emerging customer tastes?

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