Description In this assignment, first research how LinkedIn is an actual service that can help promote another service to potential customers. An example article is: https://journals.sagepub.com/doi/pdf/10.1177/0266382108090810Links to an external site.. Write out an explanation how LinkedIn can be a powerful tool. Use at least 3 cited sources. PreviousNext
Description Topic: Consumer Decision Making and Promotion/Marketing Strategies Background Written Assignment #2 The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don't underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techniques used to target and manipulate each Consumer Decision Stage through advertising. Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumer’s decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumer’s decision to purchase the product). Other areas to comment on would be level of involvement, etc. Consumer Decision Making Stage: Considerations for Stage: Common Ad Techniques: Problem Recognition What problems does this product solve for the consumer? • What triggered the decision to purchase this product? • Was this the first time the consumer purchased such a product? Define and discern the Actual and Desired States Ask a question (What’s for dinner tonight?) Show before (actual state) and after (desired state) Use the word “new” or “introducing” to initiate curiosity. Information Search Did the consumer seek information about the product and about various brands? How was this information collected, and how much information was collected? Was the consumer searching for any advertisements for the product? What was the consumer’s reaction to these advertisements? Match amount of information with type of product. Direct consumers to website, free kit or other information venues. Show role models that “look” like the target market. Show the entire line of product offerings (all the flavors and colors, etc.) Testimonials, etc. Evaluation of Alternatives How many alternatives were considered? How were they selected? What features and characteristics of the product were most important to the consumer? Salient and Determinant defined attributes. How important was the brand of the product to the consumer? Featuring specific variables that the product is known for (ex. Volvo=Safety). This is known as “positioning” a product. Competitive method (brand compares themselves to “leading brand or category”) Comparative method (brand compares themselves to another brand by name (Coke vs. Pepsi) Product Choice Did any other people play a role in the decision process? Describe the roles that each person played. How was the final choice determined? How carefully was the decision made? Where did the consumer make the purchase? Why? Did the consumer pay full price for the product? Tell consumers where and how the product is sold. Offer many ways to pay for the product. Divide payments. Offer sales promotion (coupons, rebates) Post-Purchase Evaluation How is the product used and consumed? How does the consumer feel when he or she uses the product? What is the meaning of this product to the consumer? Does it merely serve a function for the consumer, or does it say something about who the consumer is? Does the Ad encourage repeat purchase or loyalty to the brand- how? Show awards the brand has won. Show how a brand should be consumed. Allow consumers many ways to return the product. Allow consumers to easily provide feedback. Reward consumers loyalty This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage. *Be aware that there is a helpful power point demonstration in a conference opened this week marked as "Advertising and the Consumer Decision Process (Ad Examples)". This is informative only and does not need to be commented on. First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Here is the format of the presentation: Slide 1: Name, date Slide 2: Problem Recognition Ad Slide 3: Explanation why it addresses this stage Slide 4: Information Search Ad Slide 5: Explanation why it addresses this stage Slide 6: Evaluation of Alternatives Ad Slide 7: Explanation why it addresses this stage Slide 8: Product Choice (Purchase) Ad Slide 9: Explanation why it addresses this stage Slide 10: Outcomes (Postpurchase) Ad Slide 11: Explanation why it addresses this stage Slide 12: Conclusion In the conclusion of the slide presentation choose which ad is most effective (overall) and why. Logistics Run Down: No more than 18 slides in length (includes cover page and bibliography) Include a cover page and references. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used. Organize and utilize the headings given above. No more than 2 grammatical/spelling errors are allowed (please proof before submitting). Text is required to be in Times Roman, using 14-18 pt font, double space the text. Do not choose distracting PP backgrounds that take away from the presentation of material. Use bullet format for analysis. Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such. Consumer Behavior UMGC Written Assignment #2- Decision Process
Description Here is my example: Strongbow brings a floating apple orchard to the Big Apple PR Week Awards Strongbow Top Prize in the USA Strongbow Apple Ciders is recognized for reconnecting consumers with nature in urban environments in NYC. Read this article before you start the assignment (7 Ways to Make Sure Journalists Read Your Content). And this information about the campaign and event. Share a recent public relations example of "newsworthy" content that included an event. Answer the following questions, Share a recent public relations example of "newsworthy" content that included an event. Which elements did you find drawing a connection to you? Was it the timeliness, prominence, proximity, significance/Impact, unusualness, human interest, or conflict?
Description Reference Chapter 6 of the required text, Integrated Marketing Communications: Advertising, Public Relations, and More. Businesses use many types of promotional tactics for both consumer promotions and trade promotions based on Table 6.2, Types of Sales Promotion, in Chapter 6 of the required text, Integrated Marketing Communications: Advertising, Public Relations, and More. In your paper, Select one product. Describe seven different types of consumer promotions from the 12 shown in Table 6.2 of the required text, Integrated Marketing Communications: Advertising, Public Relations, and More. Assess how each of the seven types would be applied to your product. Determine which strategy is the most effective and why
Description Services Marketing Positioning Discussion 1. Identify 1 Service related to Travel. 2.What specific service problem does the travel service overcome for the customer? What are the service attributes? 3. How does this service Position (create an image in the consumer's mind) itself? If you were going to create a positioning statement, what would it be? 4. What is unique about this service compared to the competitors? How does their positioning help create differentiation of their product in the market? (Be specific) 5. Include a specific advertisement, direct marketing, a social media post, press release, etc... that demonstrates their positioning. How does this ad emphasize the positioning of the travel service? Point out specific attributes of the ad that demonstrate the positioning discussed. (Be specific)
Description This is pertaining the iPhone. As you continue working on your final marketing plan in this course, pricing will be a crucial aspect of your plan. You will want to consider current branding efforts, the competitive environment, and the value this brings your market. Research Research pricing as it applies to your offering and industry. Consider your options for pricing. Consider your market position in determining your price. Discuss · What will your price point be? · Briefly discuss how you arrived at this price. · How does this support your market position?
Description Write a report on digital marketing to offer a comprehensive grasp of the structural components of the phenomenon. more info will be in the file uploaded.
Description THE BRAND FOR THIS TOPIC IS "CARTIER" Topic: Using Consumer Behavior Principles to Develop a Consumer Behavior Exploratory Research Survey Consumer behavior research can be very expensive and time consuming. How do companies decide/justify spending money on research? Many large companies that regularly conduct research begin with a very small exploratory project that is often done with the expertise that is already staffed in the Marketing Department. Once this is done and if it's found you need a national sample then, you can pitch the CFO for the money needed to go forward. You have been put in the position of conducting the exploratory research to find if you need to hire an expensive outside Consumer Behavior Research firm to take the research to the next level. You have been assigned a brand/product item for your first consumer behavior research project (brand assigned at random by Professor). Complete sections one and three based on secondary data collected through outside research. Cover Slide: Include name of student, Professor and the brand that is being covered. (Slide 1) Section 1: Background A) Give some introductory information about your product/brand. Include the current status of the four P's. Not needed is historic information (company beginnings, etc.). Only current data is needed here. (This should be covered in slides 2-5, one slide for each area of the Market Mix) B) Research and discuss the brands target market: demographics (slide 6) also include the geographics, psychographics and any behavior-based segmenting variables (label them by base) (slide 7) typical decision-making aspects (How would the target go through the Consumer Decision Process? Where in the Consumer Decision Process does there seem to be issues?) (slide 8) identify one market segment that you will discuss as a target market using segmenting variables discussed above. (slide 9) Section 2: Consumer Influences Identify and analyze three of the most relevant aspects of consumer influences that are relevant when marketing this brand. Provide reasoning why you believe the influence is relevant. (Each Consumer Influence should be it's own slide 10-12) Examples of what might be included: Attitude Perception Learning/Memory/Consumer Information Processing Motivation Emotion Personality External Influences: family culture social class reference groups situation generation any other external influences. Section 3: Marketing Strategy (Identify current issues that may need consumer behavior research). Outline at least SIX questions for each of the three Consumer Influences (from SECTION 2) relating to the brand being explored (relating directly to Consumer Behavior internal and or external factors). Each group of questions must have at least 6 closed-ended questions which explore the dimension in detail. For each question, give an explanation as to why it needs to be asked. State the question and then give the reasoning. Be sure to organize by paragraph. DO NOT question using marketing terms or concepts (ex. What are your perceptions of the brand?). Qualifying questions (demographic or otherwise) are not included in the required number but you can ask these to get the correct sample for your survey. (Slides 13-18) Examples of areas that pair nicely with the Consumer Influences include: advertising consumer decision process (be specific which stage) public relations and publicity sponsorship cross promotion product distribution (specific retailer, shelving, etc.) product placement alternative media pricing sales activities customer service packaging brand name, brand images, brand personality figures or celebrity endorsers Section 4: Present and Survey Respondents A) Complete a Consumer Behavior Survey with at least 20 questions using the questions created in Section 3. The breakdown of the questions should be 18 closed-ended questions and 2 open-ended questions. Be sure that the closed-ended questions are numerically scaled questions (horizontal scales presented, adjectives are numerically represented and the presentation is horizontal for the scale offering the + choices from left to right. Here is an example: The taste of Coca-Cola is important when choosing this brand to purchase: Very Likely +3 +2 +1 0 -1 -2 -3 Not Very Likely B) Collect survey results from at least 10 respondents that would be a part of the main target segment discussed in section 1. In this section, tell how you implemented the instrument (survey) whether is be in person (paper), internet or social media (which one). Also comment on how the subjects were recruited to take the survey. Did you offer any incentive? Were there difficulties in doing this? What was your response rate (number of surveys mailed/posted vs. what was turned in or taken, if applicable). (Slide 19 and 20 should represent a copy of the finished look of the survey, the one that was given to the respondents) Section 5: Analyze Finding/Conclusion Analyze your findings from the survey, including a minimum of one table. Discuss how your findings (even though they are from a very small sample) could be the basis for a larger research project to be conducted by the brand. A copy of the survey itself and your resulting data must be included in your presentation (results can be in table form). Last, make your recommendation if there needs to be a larger study conducted or not (and why). Identify and recommend which type of research approach should be done (Positivist or Interpretivist) and why. (Slides 21+) Submission Requirements Your final project must be submitted as follows: PowerPoint presentation format. No fewer than 20 slides organized by topic (do not use "notes" on the bottom of the slide) Typed, double-spaced, in 16-18-point Times New Roman Prepared using an acceptable college-level style guide such as APA, MLA, or UMGC's Guide to Writing and Research; all of these guides can be found in the virtual UMGC library Presented in such a way that the reader can clearly understand your logic and conclusions. Organize using the slide outline given in the assignment. Posted in your Assignments folder not later than midnight on the due date for this assignment, according to the syllabus Use required headings Citations (end/foot notes) within text is required as well as a references slide (Use APA) at the end of the paper Cover page and references slide are required and included in the slide number. Keep text analysis in the business tradition of a 3rd person voice (no I, me or my, we, or you, etc). DO NOT use portions of a another project (typically Principles of Marketing 350) to plug into any of the requirements for this project. The two projects are very different.
Description The situation analysis will focus on analyzing events and trends in the environment that can affect the organization, its marketing, and its stakeholders. In sum, this section is an analysis of what’s causing the current situation. It is a summary of the market analysis using appropriate analytical tools with tables and support in exhibits.
Description In this assignment, you are to create a Service Blueprint. Though you can generate a graphic blueprint, I would like you to generate a document for your project’s concern. Below are the key components that the Blueprint should address. This is not a flow chart specifically but follows activities of operation and marketing within one single stage. Also, I have provided a brief example of an actual blueprint for GMS. Develop an idea for a high-contact service that area college students could use. From your idea, create a service blueprint using the example from the textbook and the key components associated with the blueprint. Be extensive and detailed. Developing an actual Blueprint (you may use some sort of software or hand draw - you will need to upload a copy or a picture of the blueprint). Identify key activities in creating and delivering service Define “big picture” before “drilling down” to obtain a higher level of detail Advantages of Blueprinting Distinguish between “frontstage” and “backstage” Clarify interactions between customers and staff, and support by backstage activities and systems Identify potential fail points; take preventive measures; prepare contingency Pinpoint stages in the process where customer commonly have to wait KEY COMPONENTS Define standards for front-stage activities Specify physical evidence Identify main customer actions Line of interaction (customers and front-stage personnel) Frontstage actions by customer-contact personnel Line of visibility (between front stage and backstage) Backstage actions by customer contact personnel Support processes involving other service personnel Support processes involving IT *Identify fail points and risks of excessive waits with *** and place unique color on description. **Set service standards and do failure-proofing EXAMPLE: Brief Example: Act 1: Introductory Scenes Act 2: Delivery of Core Product Cocktails, seating, order food and wine, wine service Potential fail points: Menu information complete? Menu intelligible? Everything on the menu actually available? Mistakes in transmitting information a common cause of quality failure – e.g. bad handwriting; poor verbal communication Customers may not only evaluate quality of food and drink, but how promptly it is served, serving staff attitudes, or style of service Act 3: The Drama Concludes Remaining actions should move quickly and smoothly, with no surprises at the end Customer expectations: accurate, intelligible and prompt bill, payment handled politely, guests are thanked for their patronage
