Question

While waiting to be seated at a restaurant, Jason receives a customer loyalty coupon through an app on his mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives?

Answer 1

Answer: Excite

Explanation: Marketing communications on social media can now absorb the 4E framework to improve is operations. The 4E framework objective that applies here is Excite. A business can excite a customer with relevant offers. In this case the restaurant sent Jason a customer loyalty coupon for half off a dessert if he purchases an entrèe. This can entice Jason to purchase an entrèe and thus qualify for the half off special. In turn this could generates more money for the restaurant.

Other 4E frameworks that don't apply to the scenario are:

Educate. Inform customers of possible offerings.

Engage. Communicate with customers on common ground.

Experience. Create a space for customers to have direct / indirect access to the business's products.