Answered: What started as a promotional strategy…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What started as a promotional strategy among several large U.S. retailers has grown into an annual, nationwide shopping event held the day after Thanksgiving: Black Friday. Every year, Black Friday sales get larger, the stores open earlier, the prices get lower, and, unfortunately, the even often includes angry crowds of shoppers, desperate to be the first ones to get a good deal. Black Friday has also given rise Cyber Monday, its online counterpart. There are even businesses that use an anti–Black Friday position as a marketing strategy! Black Friday has spread to Britain, and since 2015, citizens across the United Kingdom have also been able to share in the madness of this pseudo holiday. From a marketing perspective, you need to make a decision about whether participating in Black Friday madness makes sense, given your target market and customers. 1.) Given this perspective, do you believe that ignoring Black Friday is a viable marketing decision? Why or why not? 2.) What segment of the market do Black Friday and Cyber Monday target? Discuss whether you believe that the targeted market segments are the same for all businesses. 3.) Finally, are you a Black Friday shopper? Why or why not?

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