Information System and Management

Dias, P.L. and Shah, J. A. (2009) Introduction to Business, pp.298-301.

New York: McGraw Hill.

The authors present how to win the consumer loyalty in field of product differentiation, packaging and branding. There are five categories of goods and services have been classified when product differentiation need to create, called convenience, shopping, specialty, unsought and industrial goods, it is effective to achieve consumer loyalty. Packaging aims at introducing details about products and protecting goods inside so that consumers can be influenced, packaging of wine is an example of customer to choose by appearance. Branding is beneficial to identify the product and position, it not only draw attention to the reputation, image and quality, but also can win the consumer loyalty, for example, Aeropostale is a clothing store which have won the customer loyalty. Consumers can attempt to buy clothes by knowing branding and be loyal to it.

Madura, J. (2007) Introduction to Business, pp.538-541.

Mason, Ohio: Thomson

The article discusses the five activities of sale promotion to effectively influence consumers to purchase a special product. There are three activities aim at making the price of product appear more reliable. Rebates ensure that customers can receive discount so that demand of product can be increased, automobile is an example of offering rebates of $500 or more. Coupons are used in all kinds of ways to encourage purchases, however, some coupons are not useful until customers make repeated purchases. Premiums are gifts for free if consumers purchase a specific product. There are two activities about stressing quality of products. Customers can try a specific brand by stores offer some free sampling, it attempt to achieve brand loyalty. Display is a specific method to create opportunity for advertising products, for example, if special products are located by the cash registers, products will attract attention where...