• Imagine you learned about the Best Buy case in your local newspaper and are writing an opinion piece from the perspective of a marketing professional as a follow-up to the story. Critically evaluate whether Best Buy's customer-centricity approach had ultimately a positive or negative effect for the organisation. In your piece, reference the relationship between the five forces outlined by Kotler and Keller (2012) and the consumer behaviours highlighted by the case studies.
• In formulating your Key Concept Exercise, consider the following questions:
• What factors affected the behaviours of Best Buy's customers? What examples of the five-stage model of consumer decision-making suggested by Kotler and Keller (2012) can you find in the case?
• What was the response of consumers and competitors to Best Buy's angel and devil classifications and its customer-centricity approach?
• If you worked for a Best Buy competitor, would you suggest this marketing approach for your organisation?