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Mini Case Studies
Domino’s ‘just-in-time’ delivery for World Cup
In advertising terms, ‘Just-in-time’ can mean two things. The original
idea was for agencies to quickly deliver ads to clients so they could
tactically respond to events and competitor activity. But it can also
mean delivering ads to consumers just as they are about to make a
purchasing decision. ‘Consumers respond to advertising when it's
most relevant to them,’ says Clays. ‘Building in the factor of time
becomes really important. When someone sees the ad they can
connect with it, because it's time sensitive and it creates a sense of
urgency.’
Pizzas are one of the most efficient fulfilment operations on the Web,
the process from deciding to order a pizza to it being delivered, eaten
and the box put in the bin can be less than an hour. During the World
Cup Domino's Pizza was buying keywords on Google to ensure that
anyone searching for the World Cup would see an ad for pizza – on
the basis that those watching the game at home would be too busy to
cook.
Source:
N.N. (2006), Domino's 'just-in-time' delivery for World Cup, Marketing
Week, 29, 26, 31, Persistent link: http://www.redibw.de/db/ebsco.php/search.ebscohost.com/login.aspx?direct=true&db
=buh&AN=21499990&site=ehost-live.
Discussion Questions:
1. What is meant by the concept of just-in-time?
The sales logistics activities of the company are coordinated with the
key account’s production logistics, so that the key account receives
the manufacturer’s products on an as-needed basis (just in time).
2. What is meant by just-in-time advertising?
Just-in-time advertising is defined as delivering advertisements to
consumers just as they are about to make a purchasing decision.
Overseas call centers can cost firms goodwill
Dell Inc. moved its call center support from India into Texas, Iowa
and Tennessee. Dell clients had complained that some Indian staffers
spoke with indecipherable accents and responded to technical
questions with generic answers.
‘What CEOs don't tell reporters is that outsourcing is still experimental
and the experiment may not be working,’ says Butler, who heads the
Hattiesburg,
Miss.-based
university's
international
economic
development doctoral program. ‘Overseas call centers can cost more
in customer goodwill than they save in staff salaries. Airlines,
brokerage firms, banks and manufacturers need to look at call centers
as part of brand imaging. Call centers are the continuous bond
customers have with companies. Call center staff calm panicky
customers with detailed advice. They help them choose new products.
They create empathy.’
Source:
Edwards, L. (2004), Overseas call centers can cost firms goodwill,
Marketing News, 38, 7, 21, Persistent link: http://www.redibw.de/db/ebsco.php/search.ebscohost.com/login.aspx?direct=true&db
=buh&AN=13175206&site=ehost-live.
Discussion Questions:
1. Which types of call centers can be distinguished?


Inbound call centers
Outbound call centers.
2. What possible
relationships?


causes
of
risk
can
jeopardize
customer
Customers having calls to customer service answered by
someone on the other side of the world complain about
unsatisfactory responsiveness
Customers complain about some Indian staffers speaking with
indecipherable accents and responding to technical questions
with generic answers.