Chapter 2: Adapting Marketing to the New Economy

-The ad for Garmin StreetPilot in-vehicle satellite navigation system in Figure 2 focuses on New Economy connectivity. At the same time, it suggests access to the burgeoning world of m-commerce, in which customers will be able to locate and buy goods and services I the vast virtual marketplace, not just the marketplace.

A. Which core marketing concepts are reflected I the text of this ad?

B. If Garmin collected data about customers use of the StreetPilot, how might it use this information for relationship marketing?

C. what concerns might customers have if Garmin decided to track their use of the StreetPilot> How could Garmin respond to such concerns?

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