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Week 6 Discussion Post 1
Q • Define the concept of shopper marketing and explain why is has grown so much in prominence. Is this concept used in your own company or industry?
• Provide some specific examples/references in your post.
Shopper marketing occurs when a firm attempts to understand how people shop for products and use the lessons learned to establish the features of the product to influence purchase (Mehta, 2018). The areas of the products that are influenced include product features, price, place, and promotion in order to ensure that the marketing mix is reflective of consumers’ needs and preferences. The continuous redefinition of the marketing mix would be helpful to the competitive strength of the product in the market.
