Nate Davies
Jimmy Xu
Business 260 - Marketing
April 4th, 2018
Week 11 - Case Study: Petco.com

Q1) A customer-centric company builds long-lasting relationships by focusing on what satisfies and retains valuable customers. Discuss how Petco follows this customer-centric philosophy.

 They have done this by encouraging customers to share their opinions. This is ingenious as well because it build brand without spending an excessive amount of money.
Q2) Go to Petco.com and read some of the customer reviews for various types of products. Do the one- and two-paw ratings tend to outnumber those with four and five paws, or the other way around? Can you find a customer review that Petco could use to market a product in a company circular or email ad?

 First of all, I accidentally typed in "Pet.com" and pet smart bought the rights to make you go to petsmart.com instead which I think is a smart move. There are far more five star reviews than one star reviews. There is a food product Natural Balance that doesn't have allergies and Zeusie says, "Great food and my 3 dogs with food allergies do great on this good." 
Q3) Now that PetCo has identified the type of customer most likely to write reviews of its products, discuss the kinds of promotions that might encourage continued loyalty and response online from them in the future. What could they do to appeal to these customers?

Q4) Many mainstream retailers are still hesitant to post customer reviews on their websites. If you were consulting with one of these companies, what arguments would you use to convince management to try them?

 It is practically free marketing besides the website your maintaining. People are more likely to want to feel like they are recommending good products then putting them down. 
Q5) Read Chapter 11 and explain what brand associations mean.

 This is when a color, sound, or name is synonymous with a brand and further instill values. 

Q6) Nielsen "BuzzMetrics" initiative measures word-of-mouth ("buzz") on nearly 100 million blogs, user groups & social networking sites about brands & products. Read “Nielsen’s Brand Association Map” and also go to www.Nielsen.com and read about BuzzMetrics. Explain how it works and why it is a valuable tool to some marketers.

The process is essentially a four step system. The start is harvesting, cleaning, relevance, and analytics. Nielsen gets information from over 100 million outlets. This company also does work for the majority of all top top companies in all industry sectors. It seems Neilsen is the Nike of advertising metrics.

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