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Unit 14: Disseminating Product Information to Retail Personnel

Notes
Example: Government counterparts may find certain information from an evaluation
particularly useful in making critical policy decisions. When planning for a monitoring and
evaluation exercise, the commissioning unit should be aware when the ‘window of opportunity’
for decision making arises and make the information available in a manner that is appropriate
for the technical and functional needs of the target audience.

Self Assessment

State whether the following statements are true or false:

11. A consumer that purchases an educational software package only wishes to get
comprehensive help menus that make the program’s features easier to understand and
use.
12. The effects of increasing the quality of product information and increasing the quality of
the product are same.

13. Vendors that offer highly differentiated products at a price premium should view their
product information, as if it were an important attribute of their product.
14. Objectivity involves a focus on ensuring accurate, reliable, and unbiased information.

15. Objectivity standard does not override other compelling interests, such as privacy, trade
secret, and other confidentiality protections.



Case Study Merchandising Monster Products in the Digital Age

The Cumulus Solution for Supporting E-Commerce on the Web

A Force in the Consumer Electronics Industry
From audio/video cables to home entertainment
Monster Cable Products is a force in the consumer electronics industry. Founded in 1978
and headquartered in Brisbane, California, Monster produces many of the top brands of
high-performance cables that are used to connect audio/video components for home, car,
and professional use, as well as computers and computer games. Proud of its reputation as
a Bay Area success story, Monster bought the naming rights to the San Francisco 49ers’
stadium in 2004, and renamed it Monster Park.
Over the years, Monster has expanded its product portfolio beyond cables and connectors.
It also manufactures premium power supplies, amplifiers, and speakers, as well as
accessories for Apple iPods, MP3 players, and SIRIUS Satellite Radio receivers. Continually
seeking to develop new products for new markets, Monster is now introducing a range of
home theater furnishings and sound systems, designed to seamlessly integrate the ultimate
music, movie, and gaming experiences into the home.

Monster invests heavily in visual communications to capture the essence of the Monster
brand. It relies on Cumulus from Canto to manage all of product photographs used to
merchandise its products.

Contd...

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