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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.