Rosemarie Teresa F.

Pil BSHM – 1
T/F – 10:00 – 11:30 am Homework Number: 2

1. EXTREME BABY MONITORING

Is it right for marketers to play on parents’ fear to sell products that experts conclude are not
necessary or effective? Explain your answer.

- In my own opinion, all I can say is no. It is never right for marketers to make fun of
and use the parents’ fears just to gain profits. This type of marketing technique has
pretty much crossed the line in a disgraceful manner. A parent’s fear of losing their
precious child to Sudden Infant Death Syndrome (SIDS) is never something to laugh
at to begin with. And to think that it is a great way to use it as their target market
while selling it at a higher price just to let them have their meaningless assurance
that the product will actually help the issue is quite cruel and ruthless.

2. VIDEO CASE: ZAPPOS

Describe Zappos’ market offering.

- Zappos originally started out by simply selling shoes online. And, over the years,
Zappos has sold not only shoes but also exceptional customer service, information,
customer experience, and business culture to meet the customers’ needs and wants.
As well as clothing, handbags, accessories, and many more.

What is Zappos’ value proposition? How does it relate to its market offering?

- The company's value proposition would be excellent customer service; they also
provide the best customer experience by never charging shipping for consumers to
try on shoes they like, being accessible 24 hours a day, seven days a week, and
providing free 365-day effortless returns.

How does Zappos build long-term customer relationships?

- Unlike other firms, the company has remained strong for how many years because
they are known for wowing its consumers and for going above and beyond to
surprise them. Zappos is also unique in terms of having to trust its whole market to
grow despite the dangerous risks financially in the short-term as well as the long term.
The company's bread and butter is cultivating a happy, productive culture. They
weren't simply in the business of selling shoes; they were in the business of offering
happiness and outstanding service while also selling shoes.