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Assessment 2 of 2

To be administered by the Trainer/Assessor after the completion of all formal information presentation

Course and Code:

BSB41115 Certificate IV in International Trade

Unit/s of Competency:

BSBADM409 Coordinate Business Resources

*Student Name:

Ilia Pavlov

Assessment Type:

Case Study, Assignment, Role-play, Report

*Student No:

A001358

Your Submission date will be what is shown in ACCIT Moodle after it is submitted for grading. (Not the draft submission date).

*Assessor Name:

*These fields are required to be filled

All questions must be answered. To answer the questions, use this document.

Assessment 2 – BSBADM409 Coordinate Business Resources

Please complete this assessment and submit for marking. This forms part of your assessment. This forms part of your assessment for BSBADM409 Coordinate Business Resources.

The following documents are related to this document.

BSBADM409 Unit of Competency

BSBADM409 Learner Guide

Word count

In this assessment some of the questions include a word count. This is a guideline only, but your answers should not vary substantially (i.e. +/- 10%) from the word count provided. Microsoft Word includes a word count tool.

Reasonable Adjustment

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Instructions to the Student

Please read all the information given to you before you start this assessment. If you do not understand some or all the questions, please discuss them with your trainer/ assessor. Answer all questions in your own words. The questions are designed to assess your understanding of the unit as well as your underpinning knowledge. Please follow the below mentioned instructions before starting the assessment.

This is not a group assessment. Submit the assessment individually.

Submitted documents must have the following criteria. Font must be Times New Roman, Font Size needs to be 12, line spacing must be Single line.

Assessment Requirements

Students must answer all questions and demonstrate all required skills to a satisfactory standard. If you do not answer some questions, and are therefore deemed to be Not Yet Satisfactory, your trainer/ assessor may ask you supplementary questions to determine your competence. Should you still be deemed Not Yet Satisfactory, you will have the opportunity to undertake a supplementary assessment or appeal the result.

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Performance objective

The students need to understand how to determine resource requirements, acquire and allocate resources, monitor and report on resource allocation and usage.

Assessment description

This assessment provides a case study on how to coordinate business resources.

To complete this assessment successfully read the case study provided and answer the questions in as much detail as possible.

CASE STUDY

139704318000TruEco is setting up a back-end office in India to provide customer service support. This way TruEco is taking advantage of the globalization trend attempting to lower costs while trying to maintain and subsequently increase the quality of the service in question.

To this effect, TruEco has come up with a well-structured operational plan. Firstly, they must decide on the choice of a suitable area where their offices can be set up and the recruitment of employees can begin. Since this is the first time TruEco is engaging in this sort of operational configuration, the company’s management initially planned to have one office manager and two customer care executives on premises. Secondly, they have decided amongst themselves that they wish to provide a healthy work environment to their employees with every amenity that they might require.

A part of this strategy will include equipping the offices with ergonomic furniture. This is done to make the staff more productive and help them achieve their goals of maximum customer satisfaction, immediate problem resolution and cultivation of interpersonal relationships by upholding the levels of the workplace and everyday life satisfaction. Further on, the management wants the staff to use VoIP phones when communicating with the customers. This is done as an additional contribution to the strategy of reducing operational costs. To be able to achieve this goal, an internet connection plan and a reliable network infrastructure will have to be evaluated, chosen and set up. The infrastructure will include basic equipment of high-quality routers, switches, a modem and quality fibre optical cabling coming to the office.

Additionally, the management wants to provide staff with individual mobile phones to streamline the contact between the employees and the management. Following the performance standard, the offices will have to be equipped with computers capable of handling high CPU usage and performance.

The whole budget for this venture has been estimated at AUD $ 3,500.00

Now TruEco has also come up with a standard procedure for acquiring resources which any manager can follow if the need arises. (Refer to Appendix 1)

After the above steps have been finalized, the office manager needs to fill out an order and purchase form and then send it, along with their proposal upwards through the hierarchy chain. (Refer to Appendix 2)

Question 1

Objectives

Determine resource requirements in accordance with business and operational plans and organisational requirements

Provide opportunities to individuals and workgroups to contribute to the identification of resource requirements

Ensure resource expenditure is realistic and makes efficient use of available budget resources

Present recommendations on resource requirements in the required format, style and structure using relevant business equipment and technology

Acquire physical resources and services in accordance with organisational requirements

Check resources to ensure quality and quantity are in line with service agreements

Allocate resources promptly to enable achievement of workgroup objectives

Ensure consultation with individuals and teams on allocation of resources is participative and is conducted using appropriate interpersonal skills

Identify improvements in resource planning through consultation and feedback, and implement in accordance with organisational requirements

Identifies and interprets information from organisational plans, policies and procedures

Develops a range of documents using structure and vocabulary appropriate to audience, context and purpose

Participates effectively in spoken interactions using active listening and questioning to confirm and clarify understanding

Interprets and comprehends a range of mathematical information that is embedded in familiar texts

Calculates and compares numeric data to track expenditure

Recognises and responds to explicit and implicit organisational procedures and protocols and legislative/regulatory requirements

Selects the appropriate form, channel and mode of communication for a specific purpose relevant to own role

Cooperates with others as part of familiar routine activities playing an active role in facilitating group interaction

Applies formal processes when planning complex tasks, producing plans with logically sequenced steps, reflecting an awareness of time constraints

Recognises and takes responsibility for addressing predictable problems in familiar work contexts

Utilises a range of features within digital applications to access, store and share information

Reflects on the ways in which variables impact on decision outcomes to identify improvement opportunities

Refer to the operational plan from the case study above specific to organisational requirements that are set for TruEco India project. Have a read through this document and develop a list of any resource requirements that you have identified. You are to list the identified resources in the resource table provided in the answer section.

Consult relevant individuals and workgroups (your trainer) for the identification of resource requirements in addition to those identified in response to the previous question. Use active listening and questioning techniques to confirm and clarify understanding as required. Then present documentation on the identified resource requirements in the required format, style and structure using relevant business equipment and technology, all of which will be confirmed by the trainer.

Perform appropriate resource alternatives research and calculations to ensure that expenditure associated with the resource requirements identified during the previous two questions are realistic, makes efficient use of available budget and satisfy the operational requirements. You are to provide at least two alternatives for each identified resource. Provide details of any changes that could be made for financial improvement.

(Within 100 – 150 words)

*Since the company now acts internationally, and since it is crucial that the service is available at all times and at a reasonable quality of High-Speed Internet connection, the management has decided to go with an Australian Internet Service Provider for their reputation of reliability. All other equipment will need to be researched and acquired locally using local currency (INR). The final amount will then be converted into Australian dollar (AUD), added to the amount of Internet Service cost, and presented together as the choice proposition.

Follow relevant procedures and act in accordance with organisational requirements specific to the acquirement of at least three physical resources that were identified during the previous activities. Then provide a written report on the allocation of resources consulting with individuals and teams (your trainer) using appropriate interpersonal skills.

(within 150 – 200 words)

Engage in consultation and obtain feedback from relevant individuals and teams (your trainer) specific to improvements in resource planning. Take a record of any relevant information that is provided and detail the steps that you would take for successful implementation of the improvements.

*All the above activities will need to be observed and a signed record of this observation, completed by the assessor, will need to be marked and signed off at the bottom of this assessment task. The observation checklist will detail what was done, when it was done, the completed actions and the overall outcome of the tasks.

Identified Resources Table

Human Resources

Shift in charge

Call centre agents

Human Resource Manager

QA Team

Physical Resources

CSR

Software

Automated Answering Machine

Financial Resources

Asset and Equity Financing muscle

When one talks about the resources that are needed at the customer service agent, there are three broader categories, the human resource needs, the financial needs and the physical assets that are needed during the course of the business process.

An insufficient business plan, along with incorrect allocation of sources and an inadequate business plan is usually responsible for need for financial improvement with regard to a business enterprise. Thus, weak business planning and an inadequate operational planning are two areas that should be kept at bay in order to allocate resources economically and efficiently. These measurements could lead to success in business.

No.

Item and Description

Cost

Quantity

Total Cost

1.

Business Registration

25,000

1

25,000

2.

Obtaining the DOT OSP registration

15,000

1

15,000

3.

intellectual property rights registrations

15,000

1

15,000

4.

External Process

5,000

2

10,000

5.

Internal Process

4,500

2

9,000

6.

CSR Software

12,500

1

12,500

7.

Furnitures

7,500

10

75,000

8.

Human Resource

30,000

10

300,000

 

 

9.

Vending Machine

1,000

1

1,000

 

 

10.

Workstation

7,500

10

75,000

 

 

The most important thing that is needed to be taken care off when one talks about the way allocation of the resources is supposed to be carried out is that first an ERP module or the part of it has to be provided to the agent. At the same time, there is a need to make sure that budget desk is setup to ensure that the clear visibility is there in terms of how consideration of all the cost elements is supposed to be carried out at the given point of time.

At the moment, the business is in the initiation stage and there is no relevant record for the transactions of the business. Once the protocols of the information are being setup, the relevant details can be obtained.

Question 2

Objectives

Present recommendations on resource requirements in the required format, style and structure using relevant business equipment and technology

Acquire physical resources and services in accordance with organisational requirements

Develop and implement methods of monitoring resource use to enable timely and accurate reporting against business and operational plans

Describe the functions of business equipment used in an organisation and identify common faults

Identify organisational policies, plans and procedures in relation to business resource acquisition and monitoring

Describe the functions and any common faults associated with the following items of business equipment:

VoIP soft phones

Soft phone answering machine feature

Computer

Internet connection

Network equipment

Outline the procedure that you are expected to follow for the acquisition of physical resources. Refer to the procedural steps in Appendix 2.

(Within 40 – 60 words for per identified step)

Specify five processes that should be followed to make optimum use of business resources.

(within 60-80 words)

Detail three possible ways of monitoring the use of resources.

(Within 40 – 60 words for per identified item)

Item

Functions

Faults

VoIP soft phones

Software used to make free calls

Lag in the call duration and call time

Soft phone answering machine feature

Self generated and auto response machine

At times, the machine does not provide the required response and lead time is on the higher side

Computer

Allowing basic functional interface to the user

As thin clients are being used, the computing at times is slow

Internet connection

Allowing connectivity to the users

Low signals during some hours

Network equipment

Network connectivity to the users

Not any visible issue

The effort is going to be made to make sure that the acquisition of the resources is being done in the manner that centralized procurement department is going to be setup and requests would be processed through it.

Setting up the request

Availability of the budget

Determination of the scope

Approval

Procurement

Again an ERP is going to be an integral part of the way this whole process is going to be managed at the first place. Effort is going to be made to ensure that the asset register and balance sheet is going to be used to have a perspective in this regard.

Question 3

Objectives

Determine resource requirements in accordance with business and operational plans and organisational requirements

Provide opportunities to individuals and workgroups to contribute to the identification of resource requirements

Ensure resource expenditure is realistic and makes efficient use of available budget resources

Acquire physical resources and services in accordance with organisational requirements

Allocate resources promptly to enable achievement of workgroup objectives

Ensure consultation with individuals and teams on allocation of resources is participative and is conducted using appropriate interpersonal skills

Develop and implement methods of monitoring resource use to enable timely and accurate reporting against business and operational plans

Maintain records concerning equipment and resource purchases in accordance with organisational requirements

Monitor resource usage

Maintain records of resource requirements and usage

Calculate costs and expenditures in relation to use and maintenance of business resources

Acquire and allocate physical resources and services to team members

Consult and communicate with individuals and teams about acquiring and using resources

Monitor, review and report on resource use acquisition, allocation, use and procedures

Follow organisational policies and procedures in relation to business resource acquisition and monitoring

Choose the best resource combination from the identified alternatives in Question 1

The student is to determine the need for physical and human resources within a department or area where the organisation acts in consultation with individuals and teams (your trainer).

The students will need to calculate the costs and expenditures in relation to the use and maintenance of these resources. They will arrange the acquisition and allocation of those resources that are considered cost-effective and essential to the organisation.

Do a role-play with the trainer and then prepare a report in the answer section below.

(Within 150 – 200 words)

The students also need to ensure that the usage of these resources is monitored and recorded in accordance with organisational expectations, create and file reports regarding the acquisition, allocation, and usage of the resources using the form in Appendix 3.

To successfully complete all components of this task, the student will have to use the Purchase Request Form found in Appendix 1.

*This activity will need to be observed and a signed record of this observation, completed by the assessor, will need to be marked and signed off at the bottom of this assessment task. The observation checklist will detail what was done, when it was done, the completed actions and the overall outcome of the tasks.

A) TruEco is planning to set up a backend customer support program and has a fix budget. Thus, it is essential to ensure that its budgetary needs are being met in an adequate manner which also efficiently delivering on its needs. So far, the company has decided on the very best location to set up their offices in and in the first phase of recruitment, they plan on hiring an office manager and a couple of customer care executives. The initial plan included equipping the staff with all of their needs. However, the company should also have an alternative in place to ensure that an alternative is in place to ensure that the system can be maintained in case anything goes wrong. Mentioned here is an alternative list of expenditures the company may expect.

No.

Item

Cost

Quantity

Total Price

1

Business Registration

25,000

1

25,000

2

Workstation

7,500

10

75,000

3

Human Resource

30,000

10

300,000

4

Furnitures

7,500

10

75,000

5

CSR Software

12,500

1

12,500

Total Expenditure

487,5000

Appendix 1

Purchase Request Form

Address:

Company:

Requested by:

Date:

Purchase order No.:

Vendor Information:

Item

Quantity

Description

Fund

Unit Price

TOTAL

Business Registration

1

Government related charges

25,000

25,000

25,000

Workstation

10

Office amenity

7,500

7,500

75,000

Human Resource

10

 Manpower

30,000

30,000

300,000

Furnitures

10

 Office amenity

7,500

7,500

75,000

CSR Software

1

 Office amenity

12,500

12,500

12,500

 

 

 

 

 

 

Shipping and Handling Cost: 2000

TOTAL: 487,5000

Authorization for Purchase: TruEco

Final Approval:

Bill To: TruEco

Ship To: Mumbai, India

Steps in the resource acquisition process: -

Identifying the need

Identifying requirements

Choosing specific resources

Specifying technical specifications (requirements)

Researching potential suppliers

Evaluating alternatives

Selecting the supplier and arranging the contract

Appendix 2

Appendix 3

Resource Monitor and record form

Resource

Objective

Indicator

Date checked

Who checked

Result

Corrective action

Furniture

Office Amenity

Well-kept. Not broken or torn fabrics anywhere

19/9/19

Manager

Well Kept.

No correction needed.

VoIP phones

Make communication easier

Properly functioning.

19/9/19

Manager

Needs maintenance.

Technical issues eased.

Network infrastructure

Better network and internet connectivity

Properly functioning.

19/9/19

Manager

Properly functioning.

No correction needed.

Mobile phones

Improved connectivity between employees and employer

Being used for work in an optimal manner.

19/9/19

Manager

Needs update

Usage needs to be monitored.

Computers with high CPU performance

Improved work quality

Being used for work in an optimal manner.

19/9/19

Manager

Well maintained

No correction needed.

*add additional fields as necessary

Observation Checklists for Assessment 2: Coordinate Business Resources

Assessment Results & Feedback

Student’s name

Assessor’s name

Unit of Competence (Code and Title)

BSBADM409 Coordinate Business Resources

Date(s) of assessment

Assessment Tasks

Yes / No

Comments

For Question 1

The student has demonstrated the ability to extract critical information relating to need and resource identification

Yes ☐

No ☐

The student has successfully communicated her/his ideas and concerns regarding the activity to the trainer during the role-play

Yes ☐

No ☐

The student has performed appropriate research resulting in the choice of alternatives and performed accurate calculations

Yes ☐

No ☐

The student has appropriately acted in accordance with organisational standards when allocating the identified resources

Yes ☐

No ☐

The student has successfully engaged in conversation and requested feedback from the trainer and concerning improvements in resource planning

Yes ☐

No ☐

Comments

Provide your comments here:

The learner’s performance was:

Not yet satisfactory ☐

Satisfactory ☐

Assessment Tasks

Yes / No

Comments

For Question 3 A

The student has successfully determined the need for different types of resources

Yes ☐

No ☐

The student has accurately calculated and clearly communicated the costs and expenditures in relation to the use and maintenance of identified resources

Yes ☐

No ☐

The student has appropriately arranged and communicated the acquisition and allocation of the resources that are considered cost-effective and essential to the organisation in front of the trainer

Yes ☐

No ☐

The student has performed resource monitoring, recording and filing of records in a correct manner

Yes ☐

No ☐

Comments

Provide your comments here:

The learner’s performance was:

Not yet satisfactory ☐

Satisfactory ☐

If not yet satisfactory, date for reassessment:

Assessor’s signature

If not yet satisfactory, date for reassessment:

Marking Sheet for Assignment: Coordinate Business Resources

Did the candidate

Competent

Yes

No

Answer all questions and address all the requirements specified in the Assessment Task?

Student Submission Checklist:

Assessor name is written on the first page

Student name is written on the first page

Student number is written on the first page

The student submits the assessment within the due date

The student incorporates employability skills (such as communication, team work, problem solving, initiative, technology, self-management& learning)

The student used the required style for this document

Comments:

Comments will be provided as feedback files or in ACCIT Moodle

Result:

☐ Satisfactory

☐ Not Satisfactory

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Student Declaration:

This assignment is my own work, except where I have acknowledged the use of the works of other people. I have retained a copy for further reference.

Assessor:

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Date:

Signature:

 

Subject: Marketing and PR

Pages: 10 Words: 3000

Coles

RUNNING HEAD: MARKETING AND PR

Coles

By Frederick Lewis Allen

[Name of the Writer]

[Name of the Institution]

Coles

It is an Australian supermarket, consumer service and retailer. It’s headquarter is based in Melbourne. It was founded by George Coles in 1914. Coles has 807 supermarkets throughout Australia. It has around 100,000 employees.

Understanding market management

Marketing management is a way of creating value of products or services provided to the customer by satisfying their needs and desires. Coles being the leading supermarket of Australia, focuses on the situation so that strategies could be formulated after examining the whole situation. Marketing management of “Coles” values tactical decisions and plans executed. Marketing management also includes monitoring of results that shows performance of Coles (Rodríguez-Molina, et al., 2019, pp.114-124.). Coles has the best employees i.e. it has all experienced people who are making market strategies for increasing value of Coles and its products. It has been seen that marketing management became popular with the increasing competition and in “Coles”, management looks at the market and makes marketing strategies that could beat strategies of competitors. Analysis of marketing management of “Coles” shows that one of its main concerns is to retain customers as well as improving distribution method by reducing costs and increasing profits. Like all other business and commercial enterprises, efficient market management is needed for making "Coles" best supermarket chain. Most important marketing management concepts of Coles includes production concept, selling concept, marketing concept and societal marketing concept.

For “Coles” one of the most important things is to take care of marketing for the new Realities, which means it is necessary to identify and meet both social and human needs. For identifying and meeting the needs of customers, keeping an eye over the market is important. "Coles" makes its marketing strategies and plans for satisfying needs of customers. It does this by following certain steps i.e. setting of objectives by analyzing the situation along with mapping a message. Cole’s strategies also include working on a mission by outlining the tactics and making a timeline by keeping the budget in mind.

Capturing market insights

Keeping surrounding activities in consideration is of great significance in marketing. “Coles” managers believe that they have to take a look around them and need to make a research regarding field of play. For “Coles” three things must be done, identication and tracking services and products that are popular among consumers (Chernev,et,al,2018). Analysis of competition is equally important. Costumer’s behaviour is a central concept used by Coles” in making marketing strategies. This fact cannot be denied that a customer’s behaviour is influenced by physical, social, economic and psychological factors. Marketing management by taking a look at consumer's behaviour becomes aware, how to evaluate, purchase, consume and inform others about a product.

Connecting with customers

In marketing, customers matter the most. Marketing management means to keep the customer happy and satisfy. It took years for making Coles the number one supermarket brand in Australia. "Coles" believe that customers drive business and it becomes important to see how customers interact with a brand. Their behaviour tells much how they see a product and how they would shop. Coles takes into account behaviour of its consumers by studying how a person, a group or the whole organization is linked with the purchase, use and dispose of a product of service (Ballings,et,al,2018, pp.234-251). "Coles" has become a leading brand as it investigates actions of customer and their motives behind these actions as well, so that marketing strategies could be made as per the customer’s behaviour (Dimitrakopoulos,et,al,2019).

Building strong brands

Building brand starts with creating awareness about a product and promoting it. Coles, by using effective and trendy marketing tactics and strategies does the same. “Coles” uses techniques of brand equity by using the advertisement and other promotional activities for promoting a product. In today’s tough marketing competition every company wants its brand to be the customers' favourite. There are several steps that “Coles” adopts for achieving the purpose of building strong brands (Haider,et,al,2019). For "Coles" building its strong brands depends on position of the company or product in competition, what it's doing best and what it is struggling with (Khanna,et,al,2018, pp. 385-385). For this supermarket, making and beating hard deadlines is also important, when creative decisions are taken. “Coles” focuses on answering questions raised against its brand and it learns about creative options for making it's brand more appealing and popular. Creation of brand manifesto is also important (Chitty,et,al,2019). Coles makes its brands strong by conducting a detailed brand Audit, establishing a unique value proposition, developing creative elements for that brand and implementing strategies for establishing brand identity.

It is important to segment and identify the market. It has been seen that a market could be divided into slices as per the group of customers. Many customers have the same set of wants and needs. Any organization (Coles) needs to segment and identify an accurate number of market segments, by knowing about the market's nature that is crucial to know for targeting a market or product. For Coles, segmentation of market consists of geographic, demographic, behavioural and psychographic segmentation (Chatterjee,et,al,2018). Brand equity means the value of a company's name in the market goes beyond the accounting records show. While positioning means marking your products or services different for the targeted customers. “Coles” also focuses on unique marketing ideas so that its customers could realize its equity and branding.

References

Ballings, M., McCullough, H. and Bharadwaj, N., 2018. Cause marketing and customer profitability. Journal of the Academy of Marketing Science, 46(2), pp.234-251.

Chatterjee, J., 2018. Role of Services Marketing Mix and Customer-Company Identification in building Engaged Customers.

Chernev, A., 2018. Strategic marketing management. Cerebellum Press.

Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press Australia and New Zealand.

Dimitrakopoulos, Y., Economou, A. and Leonardos, S., 2019. Strategic customer behaviour in a queueing system with alternating information structure. arXiv preprint arXiv:1906.05628.

Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2019. Marketing Management.

Khanna, M., Jacob, I. and Chopra, A., 2018, July. Analyzing factors that influence brand resonance among alumni (as past customers) to develop brand equity for higher education brands. In 2018 global marketing conference at Tokyo (pp. 385-385).

Rodríguez-Molina, M.A., Frías-Jamilena, D.M., Del Barrio-García, S. and Castañeda-García, J.A., 2019. Destination brand equity-formation: Positioning by tourism type and message consistency. Journal of Destination Marketing & Management, 12, pp.114-124.

Subject: Marketing and PR

Pages: 3 Words: 900

Coles

Coles

[Name of the writer]

[Name of the institution]

Coles

Introduction

Australia is a country brimming with many successful businesses; after all it is a big economy. These business ventures include a number of industries that work and compete in different areas. Some of these are production ventures that manufacture and sell their products, and some are services based businesses, which provide services to their customers or clients as an exchange of different kind of services (Phillipov, 2016, pp, 589). One of the subtype of services business is self-service business. One of the best examples of this kind of business in Australia is Coles Supermarket.

Founded in 1914, Coles Supermarkets Australia Pty Ltd, trading as Coles, is a leading name in the Australian Supermarket Industry. It is a kind of self-service, retail and consumer services chain, with headquarters lying in Melbourne as part of the Coles Group.

Discussion

Just like every other established and well-run business, Coles Supermarket has also developed various strategies to handle the market it is working in. It has developed elaborated and well-thought put marketing and branding strategies so that it can attract maximum number of customers in the market (Cameron, Sayers, Sacks, and Thornton, 2015, pp. 115). These strategies help the self-service supermarket chain in selling a high number of products from its racks and capture the maximum share from the Australian market.

Product Or Service’s Brand Positioning

Coles had been calmly watching its competitor Woolworths claim for its extravagant positioning and branding strategies. It rival had been boasting about it symbol of being the “The Fresh Food” People from a long time and claiming to provide the most fresh food all over Australia. The supermarket brand under discussion itself had been adopting various sorts of positioning and branding strategies to bring up its position since a long time and had been considerably successful in it.

Since the supermarket came under the ownership of Wesfarmers almost 3 years ago, the market has seen a smooth surge in its marketing approach and in return in sales as well. Along with displaying it products, especially the food products at attractive locations at the store, the supermarket is also focus on its price positioning strategies.

Market Leaders from Coles Supermarket

Established in 1914, Coles Supermarket had made a huge name in the Australian market. It has come a long way since its establishment and has made a good name in the industry of supermarket and food industry. Coles Supermarket, also known commonly as Coles, is among the top market players in the industry of grocery and food chain along with Woolworth, Aldo (or Aldi) and Metcash. If the statistics are concerned, Coles is currently holding a total share of 30.3 % of the Australian grocery market after Woolworths, which has a total market share of 37.2% (Team, 2018).

2018 has not been a very lucky year for Coles but still the supermarket giant is working on its strategies to improve the situation. With 807 supermarkets throughout Australia, and more than 100000 employees, is still on the second position of the leading grocery and food chains, with 80% of the market share in hands.

Identification of Niche

With a whopping revenue of A$ 39.288 billion in 2018, the supermarket giant has surely come a long way since its establishment in 1914. Coles has been offering a number of products in its super stores just like any other super market but the most attractive or glittering feature of its super stores is its food. The quality of food served by Coles is one of the best and the supermarket leader also tries to keep this quality on the top (Neo, 2019).

The Supermarket Giant also identified the extreme need for starting an online presence and hence started it project Coles Online. Coles Online was started in 2003 when Coles purchased Sydney based internet grocery store, Shopfast. The online store offers “click and collect” and home delivery services to its customers at the ease of their homes.

Is The Product Or Service Going To Be A Leader, A Follower Or A Challenger To The Well-Established Brands In The Market?

Coles Supermarket is not a new brand in the market, in fact it has been here since 1914. People have known and even appreciated Coles for its various factors like consistency, service quality, product quality check and innovative marketing strategies. The supermarket brand has not only made a considerable place in the market but in the hearts of Australian people as well due to all the above factors. Considering all the above facts and figures in mind and keeping the definitions of market leader, market follower and market challenger in consideration it can be surely said that Coles Supermarket is a market leader and challenger in the true sense. It has challenged some seriously rigid and conventional marketing norms and set bright examples for the upcoming names in the market.

Consumer Adoption Process for the New Products

The customer adoption process in any business case, whether it is related to any product or service, consists of five essential steps; Product Awareness, Product Interest, Product Evaluation. Product Trial and Product Adoption. The consumer product adoption process in the case of Coles is very much fast and elaborated (Kumar, 2008). The success ratio of the products and services of Coles is due to the fact that consumers are well-aware of the quality of the food products of the supermarket leader. The supermarket giant has made a good reputation in the Australian market regarding the quality and delivery of its products; hence people trust the name of Coles. This trust is the reason that this consumer adoption process takes very less time. People seldom do for evaluation or trail adopt or purchase the product.

Pricing Decision Strategies for the New Products

Coles has been providing cost-effective and economic products to its customers since long time. It is the type of business that not only focusses on generating profits for its own self but also giving maximum benefit to the consumers. This benefit includes providing the highest quality of products and ensuring maximum savings to its customers (Baviera-Puig, Buitrago-Vera, and Escriba-Perez, 2016, pp, 1216). In this respect, the supermarket leader in Australia takes many steps. One of the main steps out of it is to keeping the prices low on its products, especially the new ones. Coles focuses on the establishment and anchoring of its product in the market, instead of generating profits from it, so that it can make a firm place in the market as well as the eyes of the consumers.

Coles Supermarket Retailing Plan

Although the introduction of new supermarket like Aldi, Costco and Amazon have posed to be a real threat for an old player like Coles, still the supermarket leader is stick on its position and applying multiple level of strategies to keep its hold in the market. The main retailing strategies that are being applied by the super market giant is inculcation of technology and cost saving strategies for its consumers (Palmatier, Stern, and El-Ansary, 2016. Pp, n.d.). Coles has understood the need of online presence long time ago thus it is providing the services of online shopping to its customers. In addition to this. Customers can order the grocery at their home.

Coles Supermarket Wholesaling Plan

The business of grocery store does not only depend on the retail services but also wholesaling services that it provides to its customers. The 807 super-store chain has also mastered the art of devising, and implementing the strategies of whole selling over its long period of existence in Australian market. Coles whole selling plan includes a number of strategies that have been especially devised keeping in mind customer as the most priority. The super market giant keeps rolling out certain types of offers to attract its customers especially on the bulk of products.

Coles Supermarket Logistical Marketing Plan

The grocery and food chain dealer does not only how to attract its customers by rolling out lucrative offers but also how to manage its internal operations. Coles implements an intelligent set of logistic strategies to manage its daily operations. It is extremely important in the life of a super market to handle its transportation and warehousing services so that the customers get the products on time (Volpe, and Cho, 2017). In order to keep a balance and coordination in its operations, Coles has outsourced services from the largest warehousing services in Australia, where a non-perishable stock of 30 days is always present.

Conclusion

Hence, in a nut shell, it can be seen that in such a tough phase of competition between different rivals, Coles Supermarket has kept its place successfully intact in the Australian market. It has been a favourite of Australian generations since the last 105 years. Coles Supermarket, also known as Coles, adopt as sophisticated marketing strategy especially in the case of its food products. It has committed to provide the best to its customers and hence, the superstore leader always serves the best to its customers. Hence, this supermarket is famous for the quality and authencity of its products and the freshness of its food products.

Works Cited

Baviera-Puig, A., Buitrago-Vera, J. and Escriba-Perez, C., 2016. Geomarketing models in supermarket location strategies. Journal of Business Economics and Management, 17(6), pp.1205-1221.

Cameron, A.J., Sayers, S.J., Sacks, G. and Thornton, L.E., 2015. Do the foods advertised in Australian supermarket catalogues reflect national dietary guidelines?. Health promotion international, 32(1), pp.113-121.

Kumar, S., 2008. A study of the supermarket industry and its growing logistics capabilities. International Journal of Retail & Distribution Management, 36(3), pp.192-211.

Neo, P. (2019). Supermarket wars: Woolworths takes commanding lead over Coles in battle for Australian grocery sales. [online] foodnavigator-asia.com. Available at: https://www.foodnavigator-asia.com/Article/2019/04/30/Supermarket-wars-Woolworths-takes-commanding-lead-over-Coles-in-battle-for-Australian-grocery-sales [Accessed 14 Sep. 2019].

Palmatier, R., Stern, L. and El-Ansary, A., 2016. Marketing Channel Strategy: Instructor's Review Copy. Routledge.

Phillipov, M., 2016. ‘Helping Australia Grow’: supermarkets, television cooking shows, and the strategic manufacture of consumer trust. Agriculture and human values, 33(3), pp.587-596.

Team, M. (2018). IBISWorld reveals state of the supermarkets and grocery industry | IBISWorld Industry Insider. [online] Ibisworld.com. Available at: https://www.ibisworld.com/industry-insider/press-releases/checkout-update-q1-2018-ibisworld-reveals-the-state-of-play-in-the-supermarkets-and-grocery-stores-industry/ [Accessed 14 Sep. 2019].

Volpe, R.J. and Cho, C., 2017. Market Structure Determinants of Performance for Independent Supermarkets.

Subject: Marketing and PR

Pages: 5 Words: 1500

Company Name

Walmart Inc.

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Author Note

[Include any grant/funding information and a complete correspondence address.]

Walmart Inc.

Walmart Inc. is a famous American retail corporation that works beyond the borders of America. The organization has a unified and organized communication system. It has SMART communication goals. The word SMART is the acronym of five words: Specific, Measurable, Achievable, Realistic, and Timely (Gertner, 2013). The company has a separate communication department which looks after the company’s communication policy which fluctuates as per the requirement of the market. Burinskienė has conducted research on the communication process of Walmart Inc. and his book Information and communication technologies used for electronic business development discusses the Communication Process of the company.

Communication Process of Walmart Inc. starts when the communication department conducts a ‘Pre-Launch’ in which the stakeholders are taken into confidence before the announcement of the launch of a new product (Burinskienė, 2007). This step helps the company to have integration among different departments and a successful launch. The Launch follows the Pre-Launch and the communication department makes sure that no ambiguity or lack of confidence among different departments remains at the time of Pre-Launch. These departments include the Production, Finance, and Marketing departments. Walmart Inc. is a worldwide corporation which deals with grocery stores in different cultural contexts, therefore the communication department of the organization regards and values the impact of stereotypes in different societies and uses language and modes of communication while marketing which does not cause any alienation in those societies. They use social media sites, newspapers, broachers, and television ads for promotion purposes (Zepeda, Rodríguez, & Guzmán, 2018). They avoid using such kind of content which might offend the customers. For example, using sleeveless clothed girls for promotion in some Middle-Eastern countries like The Republic of Iran, and The Kingdom of Saudi Arabia might offend the audience and using Hijab (head-scarf used by Muslim women) girls in the context of France might not attract viewers. The communication goals of Walmart. Inc. is to keep its stores leading in the markets they are targeting and it uses all the latest media channels to achieve its goals.

References

Burinskienė, A. (2007). Information and communication technologies usage for electronic business development. Public Administration, 3(15), 86-93.

Zepeda, A. V., Rodríguez, C. B., & Guzmán, M. M. (2018). Public Relations and Communication in Natural Disasters: The Case of the Earthquake of September 19, 2017 in Mexico. Revista Latina de Comunicación Social, (73), 447-461.

Gertner, M. I. (2013). The value chain and value creation. Advances in management, 6(10), 1.

Subject: Marketing and PR

Pages: 1 Words: 300

Compare And Contrast A Four Ps Approach To Marketing Versus The Value Approach

Four Ps Approach vs. Value Approach

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Four Ps Approach vs. Value Approach

There are several approaches to marketing and the 4Ps approach to marketing is different from that of Value approach used and implemented by the marketers. Both the approaches are aimed at delivering value to the customers, however, the 4Ps approach is focused on the elements of marketing mix such as price, place, promotion, and product while the value approach is centered on creating, communicating and delivering value. Both these approaches seem correlated to each other as both have a similar aim, but the marketing mix approach is considered as a more traditional approach in marketing.

The 4Ps approach to marketing, generally known as the marketing mix, consists of four elements, price, place, promotion, and product ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"5wk8I5hV","properties":{"formattedCitation":"(Armstrong & Kotler, 2007)","plainCitation":"(Armstrong & Kotler, 2007)"},"citationItems":[{"id":1445,"uris":["http://zotero.org/users/local/FGhKhGPG/items/Q9E926J3"],"uri":["http://zotero.org/users/local/FGhKhGPG/items/Q9E926J3"],"itemData":{"id":1445,"type":"article-journal","title":"Principles of Marketing (Principles of Marketing)","container-title":"Alexandria, VA: Prentice Hall","author":[{"family":"Armstrong","given":"Gary"},{"family":"Kotler","given":"P."}],"issued":{"date-parts":[["2007"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Armstrong & Kotler, 2007). The aim of this approach is to create products that meet the needs of targeted customers for which it is designed. Success is to design innovative and unique products. Pricing strategy involves setting the price, which is competitive and takes the products towards higher rates of selling. Price is an important factor in the product's success. After price, the third important component of this strategy is the placement and distribution of product, which emphasizes that product, must be in the reach of its potential customers. The last strategy is a promotional strategy, that involves advertisement and communication of product to its customers so that potential buyers may learn about it.

The Value approach to marketing also consists of four elements each of them is centered on customer value. These four elements are creating, communicating, delivering and exchanging value for the benefit of both, company and customer. Creating value is the most essential step which a product or service is communicated to meet the needs of its buyers. The next step is to communicate the value in offering to the buyers, it not only involves transmitting information but the benefits one can attain from using the offering. Delivering value is making sure that the consumer gets all the benefits associated with the product or offer. The last step is exchanging value, the benefit which the company obtains in return of the offering.

The routine problems seek a simple solution, but the non-routine problem needs attention and a strategy to resolve it. Analyzing both approaches for routine problems and non-routine problems reveal that both the approaches to marketing provide benefits for the non-routine complex problems that can occur in the long run. In general, both the approaches seem similar to each other in solving the issues and problems that are the hindrances in way of the company's success and attainment of his overall to provide value to the customers. However, the company, which applies 4Ps approach to marketing, just creates products that are established on the needs of customers, adopt an effective pricing strategy, implements an efficient distribution and placement strategy and then communicates it to customers. Ultimately, customers get the products just according to their needs.

On the other hand, a company, which applies the method of the value approach, is more focused on offering value to its customers and this approach results in making the best offerings for the customers. It not only includes the products but the benefits, value and after sale services as well. In this way, a company, which is more focused on the value in its offerings, gets more customer attention and positive word of mouth ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"a2gttktf9nq","properties":{"formattedCitation":"(Gummerus, 2013)","plainCitation":"(Gummerus, 2013)"},"citationItems":[{"id":1819,"uris":["http://zotero.org/users/local/FGhKhGPG/items/ZXYR3JNS"],"uri":["http://zotero.org/users/local/FGhKhGPG/items/ZXYR3JNS"],"itemData":{"id":1819,"type":"article-journal","title":"Value creation processes and value outcomes in marketing theory: strangers or siblings?","container-title":"Marketing theory","page":"19-46","volume":"13","issue":"1","author":[{"family":"Gummerus","given":"Johanna"}],"issued":{"date-parts":[["2013"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Gummerus, 2013). Hence, there is a difference between both the companies, which apply the 4Ps model and value approach, in the sense that one is more focused on creating a product but the other emphasizes on creating value.

References

ADDIN ZOTERO_BIBL {"custom":[]} CSL_BIBLIOGRAPHY Armstrong, G., & Kotler, P. (2007). Principles of Marketing (Principles of Marketing). Alexandria, VA: Prentice Hall.

Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory: strangers or siblings? Marketing Theory, 13(1), 19–46.

Subject: Marketing and PR

Pages: 2 Words: 600

Concept Of Branding

Concept of Branding

[Student’s Name]

[Course Name and Number]

[Instructor’s Name]

[Date]

Concept of Branding

Introduction

           Today, branding is recognized as the mandatory marketing tool used by business organizations to increase their market share and attract customers as much as possible. The concept of branding is defined as the practice through which a company creates a name, particular business symbol or design according to the basic standards of the organization. The approach of branding assists potential customers to identify a particular product or service. Here, the focus is to critically assess how branding has increased in the last few decades considering the prospect of the organization’s IMC.

Discussion

 The importance of branding is enhanced in recent years because it eventually creates a memorable impression on customers about the product. On the other hand, it is also a crucial source for business companies to define their unique approach against their competitors. The combination of different elements of a sign, symbol, design, and slogan are used to attain the suitable form of branding according to the main vision of the business companies (Ogden, Ogden, & Bridgepoint Education, 2014). Today, the prospect of branding turned as the complex and important practical perspective for the business entities. It is an important aspect to attain the long-lasting brand loyalty of the customers that eventually influence the business level.

The approach of branding is used by business organizations to modify various functioning areas such as advertising, customer service, promotional merchandise, business reputation, and the logo of the company. The practical paradigm of branding is also closely linked with the idea of brand equity. It is observed that many business organizations successfully utilized the option of branding to obtain the required form of brand equity. The concept of brand equity is defined as the overall value of the customer preconceptions. The idea of brand equity comprised of the market value of the business organization in the form of a well-recognized brand name (Lipiäinen & Karjaluoto, 2015). In other words, it is established as the commercial value of the business company considering the domain of consumer perception. The overall value of the brand can suitably determine thorough the idea of brand equity.

The importance of brand equity can better apprehend through the example of the business organization of Apple. The brand equity established by the company in the form of logo eventually influence the overall value of the business organization. Statistics indicate that the market value for Apple is $703.5 B whereas the brand equity for the company attained the 30% of the total value in the form of $214.5 B. These figures are the clear indication that company can lose huge amount of its business if it loses its value in the form of brand equity. The domain of branding is eventually closely linked with the integrated marketing communication (IMC) set by the business organizations.

The instrument of branding is used by business organizations to develop coordinated business programs with all the stakeholders. Branding is considered as the strong mode of communication to greatly influence different customers by defining the main idea of the product or service (Madhavaram, Badrinarayanan, & McDonald, 2005). The feature of brand awareness is greatly implemented by business firms to promote different products through the practical strategies of branding. The influence of the branding of IMC can better understand through the multidimensional approach of brand equity. Brand awareness is another significant tool of branding to ensure the suitable forms of brand recall and brand recognition by potential customers.

Conclusion

           In a nutshell, it is vital to mention that branding is an integral practical feature for business organizations to compete in the competitive business market. It is a helpful tool to gain maximum value in the form of brand value. Different integrated strategies are adopted by business companies to utilize the option of branding for business enhancement.  

References

ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Lipiäinen, H. S. M., & Karjaluoto, H. (2015). Industrial branding in the digital age. Journal of Business & Industrial Marketing, 30(6), 733–741.

Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), 69–80.

Ogden, J. R., Ogden, D. T., & Bridgepoint Education, I. (2014). Integrated Marketing Communications: Advertising, Public Relations, and More. Retrieved from https://books.google.com/books?id=_-xLAQAACAAJ

Subject: Marketing and PR

Pages: 2 Words: 600

Consumer Behavior

HYPERLINK "https://www.nytimes.com/2019/08/05/business/economy/russia-consumer-debt.html?rref=collection%2Ftimestopic%2FConsumer%20Behavior"

Russians Pull Out Credit Cards, and Consumer Debt Spirals

Stundet’s Na

Institution

Date

Introduction

The article states that Russians with debts have an alternative choice to survive. It is evidence that debts make it difficult for consumers to get credit facilities. Hut according to the article Russians with debts can access little credits through easy credit and payday lenders. Therefore the Central Bank of Russian is trying to cool the market by balancing the lending and credit facilities to ensure that even individuals with a lot of debts can still have chance to access limited credit facilities CITATION And19 \l 1033 (Kramer, 2019). A survey conducted indicates that majority of Russians do not have to have a lot of debts but many people are forced with the economic situations of country. It is pointed that majority of people earn less salaries which cannot be support their families well. This therefore, results to accumulation of debts which many Russians cannot be pay back within the time from provided by the lenders. This makes it possible for many Russians to resort to easy credit and payday lenders.

However, this has raised a lot of concerns among the policymakers. The article reports that the lower credit rates among many Russians affect the banking sector. Resorting to payday lender also affect the lending rate and therefore, it could be affect the profitability of many banks and therefore, can result to recessions if the situation is not addressed well. It is also pointed that Russians are facing some of the economic foes which can have long time effect on the consumers. It is also pointed that the economic foes faced by consumers are due to western sanctions against Russians which have affected the gas and oil Industry. Therefore, it can be possible to address the situation affecting the consumers through policies to ensure that consumers are access to credit facilities.

Bibliography

BIBLIOGRAPHY Kramer, A. (2019). Russians Pull Out Credit Cards, and Consumer Debt Spirals. https://www.nytimes.com/2019/08/05/business/economy/russia-consumer-debt.html?rref=collection%2Ftimestopic%2FConsumer%20Behavior , 2-15.

Subject: Marketing and PR

Pages: 1 Words: 300

Consumer Behavior

Consumer Behavior

[Name of the Writer]

[Name of the Institution]

Consumer behavior

Introduction

Marketing is an important aspect of a business. It refers to all the activities undertaken by an organization in order to promote the buying and selling of its products. The activities involved in this process are advertisement, selling and finally delivering the product to the end consumer or the other business. Almost every company depends on different marketing practices in order to increase their sales. Ultimately, it results in the upheaval of the revenues and profits of the company.

Marketing is a huge phenomenon and there are a number of concepts that come under this umbrella. One of the very prominent concepts that can be seen in the subject of marketing is consumer behavior. Consumer behavior refers to the study of various individuals, consumers, groups and organizations and their influences in making purchasing decisions. Consumer behavior also includes all the trends and the decisions that a consumer and customer make in order to purchase a product either in bulk or small quantity. A number of experts and scholars have worked on various prospects of consumer behavior and presented different theories in order to explain it. Some of the prominent theories or models that are used to explain this phenomenon are Fishbein’s Multi-attribute Attitude Model and Engel-Kollat-Blackwell Model of Consumer Behavior.

Discussion

The following discussion will entail the details of both the models of consumer behavior, i.e., Fishbein’s Multi-attribute Attitude Model and Engel-Kollat-Blackwell Model of Consumer Behavior. The discussion will also include the analysis of my personal experience of purchasing goods and products on the basis of both these models.

Fishbein’s Multi-attribute Attitude Model

Fishbein’s Multi-attribute Attitude Model (also known as the theory of planned behavior or theory of reasoned action) tries to explain the different reasons or logic that work behind the decision of purchasing a product. This model tends to consider the overall attitude of the consumer towards a particular product. The Fishbein’s Multi-attribute Attitude Model can be symbolically represented as:

In this model, three basic variables are distinguished.

Customer’s attitude towards a specific object (Ao),

Certain perceptions that this particular object has some specified qualities or attributes (benefits, values or features). These perceptions are a result of prior information about the product that has been gained as a result of advertising or marketing (Bi).

Subjective evaluation of these attributes and positive outcomes benefits from acquiring this object (Ei).

Engel-Kollat-Blackwell Model of Consumer Behavior

I personally applied this whole model to one of my very recent purchases and analyzed each and every step on the basis of my personal experience. Each and every step of the model justified my purchase and I passed through each and every step of the process before I made the purchase. The thing that I purchased was the recently launched iPhone 11 Pro Max. The EKB Model that justified my decision is as under

Conclusion

In a nutshell, it can be seen that both the models of consumer behavior, Fishbein’s Multi-attribute Attitude Model and Engel-Kollat-Blackwell Model of Consumer Behavior, play a very important role in the prediction and explanation of the consumer behavior. Many companies and organizations use these models to predict and examine the prevailing trends in market regarding different products and different groups of people. This helps them in modifying the products according to the latest expectations and trends of the customers.

Subject: Marketing and PR

Pages: 2 Words: 600

Consumer Behavior

Name of Student

Name of Instructor

Course

Date

Introduction:

The paper will describe various characteristics of generation X and generation Y along with tweens to see the adjustments that marketers have to make while offering products to these groups of people. These groups will be analyzed according to their demographics, attitude and spending patterns. Based on this information, some detail will be provided regarding the products which should be sold to these age groups. A short discussion will include the appropriate medium for reaching them and the message which will suit these generations.

Demographics and Basic Info

Generation X consists of people who were born during 1965-1977 and are 43-54 years of age as of 2019CITATION Kay11 \l 1033 (Williams and A.Page). Their early lives were marked with difficult economic conditions. Their success has been less certain and they value their family over all other things. Generation Y was born from 1977-1994 and are 25-42 years of age as of 2019. They are the children of true baby boomers. They saw a very fast paced society where women were provided equal opportunities of employment alongside men. There were several different types of families developing in the society. Tweens form a part of society who are 9-12 years old and they will form 29 million of the population by the year 2009.

Attitude

Generation X was born in an era of economic problems and they blame the materialism of baby boomers for their economic problems. Energy crisis also affected their attitudes. There were changing family structures with more single parents bringing their children up. They understood their responsibilities from a very early age because of these changing family structures. This generation could not do as well as their parents did in terms of financial performance. Generation Y was influenced by terrorist attacks, digital media and a very high number of divorces taking place in the society. They thought that they will be able to correct all wrong things in the world one day. This generation grew up being protected by their parents more than any other generation CITATION wmf19 \l 1033 (wmfc.org).

Spending

Gen X has a spending power of $ 2.4 trillion annually and they have higher control on deciding on spending patterns of their incomes because they are now in working class with considerable time left for retirementCITATION fon19 \l 1033 (fona .com). As far as generation Y is concerned, they spend even more as compared to all previous generations and spent $ 600 billion each year CITATION Lex19 \l 1033 (Lexington law). As far as the tweens are concerned, $ 51 billion is spent by them every year with an additional $ 71 billion spent by their families.

Product Development

For generation X, we will offer low priced no fringe air travel option. This option will suit this generation because they have grown up in tough economic conditions and will judge every transaction in terms of value taken out of every transaction. Lower price will mean that customers will expect lower value from his experience. Another reason for this choice is that it will be difficult for businesses to justify their choice of higher prices if they are not able to deliver the right value for price charged. For generation Y, a carefully designed technological product would be suitable because they are very specific about their choices and can access huge amounts of information related to any product offered.

Marketing

Generation X values their time with families so they will be approached in a manner that may not disturb their family lives. An appropriate way to reach this group is through electronic media and more specifically through television advertisement. The message must revolve around lower price and overall value that will be delivered to customers. For generation Y, we will go for social media advertising because they use it for comparing various offerings from different companies.

Product/Service

For generation X, the Sony Walkman was introduced at just the right time because their elders were about to start high schools in 1979. The machine provided an opportunity to people to make their own cue list so that they can enjoy personal music on the go. This was also personal in nature because people could listen to music without disturbing others or without being disturbed by other people. There was a product offered by Coca Cola by the name of new coke but it failed and was taken aback by the company within some weeks. The reason of its failure was the traditionalist approach of this generation that forces it to stick to some basic form of any product. Coca Cola then reintroduced its original flavor in the name of Coke Classic.

Conclusion

There are significant differences between various generations of the Americans in terms of variables which may interest marketers. These differences pertain to different variables affecting their decision making and purchasing powers. In order to be successful, a marketer should study the time period within which different generations grew up and relevant conditions at that time. This will give them a better understanding of mind set of their customers as well as their preferences. The mindset will also affect the appropriate way to market a product to a consumer base and the acceptable message that will suit a set of people. All these considerations will make sure that the companies make products which suit people from different classes as well as the marketers will also know how best to present and communicate with them. Generation X is less informed as compared to generation Y and tweens.

Works Cited

BIBLIOGRAPHY fona .com. "https://www.fona.com/genx0419/." 1 April 2019. https://www.fona.com. 7 November 2019.

Lexington law. "https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html." 2 January 2019. https://www.lexingtonlaw.com. 7 November 2019.

Williams, Kaylene C and Robert A.Page. "Marketing to the Generations." Journal of Behavioral Studies in Business (2011).

wmfc.org. "http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf." n.d. http://www.wmfc.org. 7 November 2019.

Subject: Marketing and PR

Pages: 3 Words: 900

Consumer Behavior Case Study

Business Website Review

[Name of the Writer]

[Name of the Institution]

Business Website Review

Functionality of the Website

For the website that is opting for the consumer business, it is quite important that they should be aiding the consumer in terms of the purchase decision. The idea of aiding in the purchase decisions to make sure that all the insight is being provided to the customer in terms of the decision making rather than using the website to merely display the information at any given point of time. The other thing that has to be noted about the functionality of the website is that it has to provide customer enough options in terms of easing out the decision-making process rather than clustering the business with information that is not necessary in order to make the decision. Keeping this aspect in mind, the website of IKEA is quite useful to make this decision. One of the reasons that the website works well is due to the fact that it provides specific location wise infraction in terms of the location of the outlet as well as the delivery options that are available for the customer at the particular point of time. Not only that, it also makes sure that the customer is able to select from the options in terms of how decision is being made. Comparing it with the website of HP.com. it can be said that here information is merely displayed about the models that are available and there must be a segment for the loading of the complaint, but other them than that, there is not much information that is going to aid the purchase decision. The website is also quite difficult in terms of how it is supposed to be navigated.

Effectiveness of the Website

One of the key things that has to be noted about the website is that it should be good enough to make sure that the customer is able to make its decision in terms of the purchase at the given point of time. The idea here is to make sure that how the information is supposed to be relayed to the customer at the particular point of time and how the business decision making rationale is going to be witnessed in terms of the interface of the website. Now, when one looks at the website of the IKEA, it goes to show that how facilitation is being provided to the customer in terms of how they can see that the furniture can be setup in their house, the payment options as well as the other options in terms of the delivery is being provided. There is contact us section where customer is able to seek out the information. Not only that, the other major purpose of the website must be to allow the customer to have enough information from where they can opt for the post purchase information such as warranty and other such constraints. Comparing it with the website of the HP, it can be seen that even though the options are on the limited side, as there are options in terms of the different models and how consumer can compare across them, but other than that, there is not much information that tends to aid the buying process at the given point of time to facilitate the customer in an appropriate manner. Other major feature of such websites should be that they should allow customer to make the decision in an appropriate manner with regards to how the choices that are available and what sort of customization is there for them, and HP does not offer much in that regard.

How Marketeers Might Make their Website More Effective

One of the ways through which both the brands can make their website much more effective as it is the common issue in both the website is that the information is provided in lot of clutters and due to that, at times it becomes quite hard to find the required information. Not only that, the interface of the website is such that it becomes quite problematic to make sure that they are being able to be opened on the hand held device such as tablet or mobile phone, and this is another thing that is needed to be amended in these websites. Not only that, there is a need to make sure that these businesses are setting up their websites in the manner that it allows them to modify and create a lighter version of their websites. One of the reasons that such a display is needed is to make sure that the customer have an option in terms of making sure that they can switch to the lighter version if they feel that their internet connection is lagging or the device that they are using is not good enough technically to load it in a rapier manner. It’s easy to create a low-cost website that lets you communicate with customers and sell products or services. Building a great business website involves purchasing a domain name and hosting, creating content, and then using a website builder to customize your design and publish. Business websites are essential to remaining competitive in today’s market. Website content is the copy you write for the pages on your website. Business websites work best when they’re simple, clear, and easy to navigate, with straightforward text and a single call to action on each page. Business websites also tend to have five essential pages, including Home, Products (or Services), About Us, Blog, and Contact Us pages.

References

Guheen, M. F., Mitchell, J. D., & Barrese, J. J. (2016). U.S. Patent No. 7,149,698. Washington, DC: U.S. Patent and Trademark Office.

Johnson, M. W., Christensen, C. M., & Kagermann, H. (2018). Reinventing your business model. Harvard business review, 86(12), 57-68.

Magretta, J. (2016). Why business models matter.

Teece, D. J. (2017). Business models, business strategy and innovation. Long range planning, 43(2-3), 172-194.

Subject: Marketing and PR

Pages: 3 Words: 900

Consumer Behavior Case Study Power Point Slides

Journal

MsLina (First M. Last)

School or Institution Name (University at Place or Town, State)

The key difference between a need and a want is that of desire. Needs are the physiological needs which are essential for the survival of a person such as food, clothing, shelter, etc. need is also referred to as the state of deprivation. The wants are quite different from needs and they change, they are not permanent. Wants are not essential for the survival of human beings, for instance, the need for hunger is satisfied by food but a person wants to have spaghetti or noodles to satisfy hunger.

Marketers use different marketing tactics to satisfy the needs and wants of consumers. They urge that the needs must be satisfied in a way one desires. This is highlighted in the advertisements of carbonated drinks which satisfy the need for thirst in a good way. The marketing campaigns are designed in a way which tells customers that the product or service is designed to meet their specific need or want. Sometimes marketers also create artificial needs to sell the products and services that serve to satisfy those needs. In fact, marketing decisions are needs on the needs and want of potential customers and it is the key to successful marketing strategies.

Subject: Marketing and PR

Pages: 6 Words: 1800

Consumer Behavior Diary

RUNNING HEAD: MARKETING AND PR

Consumer Behavior Diary

Keyarah Apolonio

[Name of the Institution]

Consumer Behavior Diary

Introduction

Everyday consumers, whether individuals or groups, take numerous decisions regarding selecting, buying and using the products and services to satisfy their needs and wants. These consumer buying decisions are not backed by a sole factor. Need, motivation, perception, personality, self-concept and many other underlying factors contribute to the final purchase decision. All the actions performed by consumers in the market place have some deep down objectives CITATION Top14 \l 1033 (Schiffman, et al., 2014). This assignment seeks to analyze this aspect practically. It will primarily craft a consumer diary by narrating three purchases from three different retailers. These purchases are about a personalized gift for an occasion that is from Etsy Australia, a skincare range from The Body Shop Australia and a pair of Ray-Ban shades. In the succeeding sections, it will highlight the underlying perceptions of those products and retailers and the other factors that influenced the buying decision in all the three cases. In addition, it seeks to apply and examine the consumer behaviour theories studied in the course. Finally, based on experience and consumer behaviour literature, the report will make some recommendations about the ways brands could enhance customer perceptions, buying experiences and can ensure retention. The report will end will a conclusion summing up learning and key points.

Consumer Diary Scenario 1

-3924300Of late, I got a performance bonus from my company and I decided to buy something for me as a self-motivation. Anything which would always remind me of my accomplishment. I was in quandary about the two things I liked the most. One is Nike running gear and the other one is Ray-Ban Marshal customized sunglasses. I made a decision that I would buy a Ray-Ban Marshal customized sunglass because I knew Nike running gear would wear out after some time but sunglasses would never wear out. I visited the official website of Ray-Ban and selected marshal sunglasses under the menu. The best thing about the Ray-Ban official website is, it offers a customization option. I customized the sunglasses as I always envied a specific colour for the frame and for the glass in my sunglasses. Another best option offered by Ray-Ban official site is; it gives a carte blanche to customers with the help of mirror option, so one can actually check whether the sunglasses' article suits her or not. I used that option and made a final decision what would I buy and what customized options would I like to have in my sunglasses.

I then visited one of the official stores of Ray-Ban and debriefed the salesperson concerning my purchase. During the conversation, the salesperson revealed that the article I chose from the website is out of stock and he further said that I would get a stock piece only from this store and the customized piece is not up for grabs. I was a little disappointed but then I decided to order sunglasses from the official website. When I visited the official website again, I came to know that customized sunglasses would cost me another $100 for customization and $50 for shipment. All things considered, I decided to buy the stock piece from the store I visited and placed my order but I had to wait for a couple of days as the article I chose, was out of stock. I decided to wait and following a couple of days, I received a call from the storekeeper that I can collect my glasses. I called on the sales manager on the store and he handed me over my sunglasses with an additional pouch and detachable temple pair. That was not what I expected but I got excited when the store manager handed me over an extra pair of temples and told me I can get them changed whenever I want without any service charges.

0Of late, I got a performance bonus from my company and I decided to buy something for me as a self-motivation. Anything which would always remind me of my accomplishment. I was in quandary about the two things I liked the most. One is Nike running gear and the other one is Ray-Ban Marshal customized sunglasses. I made a decision that I would buy a Ray-Ban Marshal customized sunglass because I knew Nike running gear would wear out after some time but sunglasses would never wear out. I visited the official website of Ray-Ban and selected marshal sunglasses under the menu. The best thing about the Ray-Ban official website is, it offers a customization option. I customized the sunglasses as I always envied a specific colour for the frame and for the glass in my sunglasses. Another best option offered by Ray-Ban official site is; it gives a carte blanche to customers with the help of mirror option, so one can actually check whether the sunglasses' article suits her or not. I used that option and made a final decision what would I buy and what customized options would I like to have in my sunglasses.

I then visited one of the official stores of Ray-Ban and debriefed the salesperson concerning my purchase. During the conversation, the salesperson revealed that the article I chose from the website is out of stock and he further said that I would get a stock piece only from this store and the customized piece is not up for grabs. I was a little disappointed but then I decided to order sunglasses from the official website. When I visited the official website again, I came to know that customized sunglasses would cost me another $100 for customization and $50 for shipment. All things considered, I decided to buy the stock piece from the store I visited and placed my order but I had to wait for a couple of days as the article I chose, was out of stock. I decided to wait and following a couple of days, I received a call from the storekeeper that I can collect my glasses. I called on the sales manager on the store and he handed me over my sunglasses with an additional pouch and detachable temple pair. That was not what I expected but I got excited when the store manager handed me over an extra pair of temples and told me I can get them changed whenever I want without any service charges.

-520700570230My best friend's birthday was approaching and I was very concerned about making her happy and delighted on her big day. I remember, she was very excited for my big day and tried every mean to make me feel special. Our friendship had come a long way and did not want to miss this opportunity of appreciating whatever she has been doing for me. Personalized gifts are a unique way to boost a relationship and it makes the counterpart feel special after they receive something especially designed and made for themselves. Personalized gifts are attached with strings of emotions and that is why I wanted to give my best friend something uniquely made for her. I looked for the ideas online, DIY ideas and much more. I realized that I am not able to design and make one myself so I looked for some online sources to get something.

I visited Etsy, as recommended by my mom, it is an e-commerce website famous for handcrafted personalized products. I really liked the idea of getting a personalized frame for my best friend. They had a huge collection of customized frames but I liked the one with picture and quote. I also considered by budget and choose one with offered both in one frame, a picture with my best friend alongside the customized birthday message. The seller was very nice, prompt and took my customization details keenly. The product was made and shipped very quickly, and it arrived on time. It was covered with suitable gift wrapping the seller offered me for free. My friend loved the present and felt very excited to see a gift she could keep with her lifetime. I am really happy with the decision I made for my buddy's special day.

020000My best friend's birthday was approaching and I was very concerned about making her happy and delighted on her big day. I remember, she was very excited for my big day and tried every mean to make me feel special. Our friendship had come a long way and did not want to miss this opportunity of appreciating whatever she has been doing for me. Personalized gifts are a unique way to boost a relationship and it makes the counterpart feel special after they receive something especially designed and made for themselves. Personalized gifts are attached with strings of emotions and that is why I wanted to give my best friend something uniquely made for her. I looked for the ideas online, DIY ideas and much more. I realized that I am not able to design and make one myself so I looked for some online sources to get something.

I visited Etsy, as recommended by my mom, it is an e-commerce website famous for handcrafted personalized products. I really liked the idea of getting a personalized frame for my best friend. They had a huge collection of customized frames but I liked the one with picture and quote. I also considered by budget and choose one with offered both in one frame, a picture with my best friend alongside the customized birthday message. The seller was very nice, prompt and took my customization details keenly. The product was made and shipped very quickly, and it arrived on time. It was covered with suitable gift wrapping the seller offered me for free. My friend loved the present and felt very excited to see a gift she could keep with her lifetime. I am really happy with the decision I made for my buddy's special day.

Consumer Diary Scenario 2

Consumer Diary Scenario 3

-203200187960

My skin was not feeling very well lately and I got seriously concerned about it. My skin had never felt the same way it used to be. It started predicting more oil which led to acne and my forehead was half covered with acne. I did not take skin care very seriously but this time I had to act consciously for my skin. One of my friends recommended adopting the acne treatment or skin care range for acne prone skin. My friend also recommended me two or three brands but I decided to search for myself. One of my favourite beauty bloggers did a complete review of the acne treatment range of The Body Shop. In addition, I had already used two three products of The Body Shop and my experience with them was very positive. Though it is a little expensive one has to be carefree, as their products are cruelty and chemical free. They are known for making organic products.

I read her review and the other detailed reviews online and decided to take my hands on their acne treatment range. On the way back from college, I decided to visit the store. When I went there I found the staff very helpful and assisting, as soon I entered they greet me. They were ready to help me out based on my skin condition, they were well aware of the underlying causes of acne. I had a discussion with one of the staff members and she recommended me a whole range of acne treatment, not having a lot of products. She kept it simple and did not try to push me to get all the products from their tea tree acne skin care range and offered me a set which was pretty affordable for me.

00

My skin was not feeling very well lately and I got seriously concerned about it. My skin had never felt the same way it used to be. It started predicting more oil which led to acne and my forehead was half covered with acne. I did not take skin care very seriously but this time I had to act consciously for my skin. One of my friends recommended adopting the acne treatment or skin care range for acne prone skin. My friend also recommended me two or three brands but I decided to search for myself. One of my favourite beauty bloggers did a complete review of the acne treatment range of The Body Shop. In addition, I had already used two three products of The Body Shop and my experience with them was very positive. Though it is a little expensive one has to be carefree, as their products are cruelty and chemical free. They are known for making organic products.

I read her review and the other detailed reviews online and decided to take my hands on their acne treatment range. On the way back from college, I decided to visit the store. When I went there I found the staff very helpful and assisting, as soon I entered they greet me. They were ready to help me out based on my skin condition, they were well aware of the underlying causes of acne. I had a discussion with one of the staff members and she recommended me a whole range of acne treatment, not having a lot of products. She kept it simple and did not try to push me to get all the products from their tea tree acne skin care range and offered me a set which was pretty affordable for me.

Perceptions of Product/ Service and Brand

The Theory of consumer perception explains how perception influences consumer buying decision. It is the answer to why and how the certain decisions are made by consumers that is why marketers use this theory of consumer perception in designing their marketing campaigns CITATION Top14 \l 1033 (Schiffman, et al., 2014). Perception is the personal phenomena which help people to sense the world around them and lead them to take actions such as purchase or product. Perception is influenced by a different stimulus. For the first purchase was a Ray-Ban Marshal customized sunglass, there involved perceived image of the product and the retailer i.e. Ray-Ban. I always wanted to get myself a pair of Ray-Ban owing to the quality of the product that the brand provides.

I already know that the pair I will get will be a little pricey but I always consider their products are worth the price. The brand image of the company is the symbol of the quality and the value that the brand provides. I already longed for the product due to the attractive designed embedded with the quality I the products and the variety of options they provide such as customization to get something exactly I wished. As far as service is concerned I was expecting a lot from the retailer due to their superior brand image. In addition, I longed for Ray-Ban because I thought that owning a Ray-Ban will create a differentiation that owning any other brand of glasses, due to the stimulus of the product promotion and advertisement.

For the second purchase, I had the perception that a customized gift can add value to a relationship. However, I was not very familiar with the retailer, I went them promptly because it was a recommendation of my mother who is aware of the platforms that sell customized handcrafted products. My mother was also well aware of the quality service the platform provides that enhanced my expectations and build my perception that I will end up getting something that I was looking for. However, the perception about the seller was developed after reading the reviews of her customers on the products I was willing to choose for my friend.

The last purchase was the outcome of the positive image of the brand and the product. The perception was generally positive about The Body Shop products, as based on my experience. In addition, the advertisements, social media influencers and their website communicate that the brand offers natural and cruelty-free products. Though they are not 100% natural there is no likelihood that the product is going to harm the sensitive skin like mine. Moreover, I read a lot of positive reviews about their skincare range and the information coming from a variety of resources resulted in a positive perception of the product. In the case of online shopping as well, ratings and reviews play a key role in influencing consumer choice and buying decisions (KUMAR, 2016)

What influenced decision making (need, motivation, personality and external factors)

Consumer needs are the primary factor on which all the marketing activities are based. Marketers all the time are striving to identify, comprehend and satisfy the unmet needs of consumers better than their competitors. In addition, marketing activities makes the consumer aware of their underlying needs. Needs are not only physical but psychological as well. The Maslow need hierarchy theory outlined five types of needs biogenic needs, security needs, social needs, esteem needs and needs of self-actualization CITATION Key19 \l 1033 (Schiffman, et al., 2014). Some psychologists also divide needs into three basic categories including the need for power, affiliation and achievement. The purchasing decision is aimed at satisfying any of the needs such as my decision to purchase Ray-Ban as a reward to myself was to satisfy the need for achievement. On the other hand, the decision to get a personalized gift for my friend was to fulfil the need for affiliation, relationship and belonging need CITATION Top14 \l 1033 (Schiffman, et al., 2014). Looking good is part of the esteem needs and therefore the decision to get an acne treatment was to fulfil the esteem need and to improve the self-image and achieve the ideal self-image. All three purchases were aimed at a satisfying set of needs and motivated me to take the buying decision.

Motivation is one of the primary factors that and it is the key driver that stimulates humans to fulfil their unmet needs. The process of motivation begins when there is a need, according to the ‘Model of the motivation process.' The stress to fulfil those needs or wants the result in certain behaviour that is further influenced by the learning that results in goal achievement. Some of the needs are inborn but most of the needs are acquired as a result of education and our interaction with other beings. In the case of these purchases, none of the needs was innate but all were acquired as a result of interaction with other people. These buying choices were not just driven by the emotional motives but also involved rational choice, an evaluation of alternatives and choosing the best option that seems to provide the greatest utility CITATION Sch142 \l 1033 (Schiffman, et al., 2014).

The personality of an individual how one thinks feels and respond to the external environment. Personality characteristics also influence buying choices and decisions. Marketers identify the personality traits and link them with consumer behaviour since consumers buy products that they believe reflects their personality. The buying decision to go for something different than the traditional gift and trying a new product reflects the open-minded personality of mine. In addition, I do not stick to a single brand and seek variety that is reflected in my buying behaviour of all three purchases. The consumer self-image also impacts the buying behaviours and choices. For instance, I made the choice to buy Ray-Ban and the Acne solution range by The Body Shop to achieve my ideal self-image.

The consumer decision-making model also highlights that there are three stages of consumer decision making, Input, process and output CITATION Sch14 \l 1033 (Schiffman, et al., 2014). Every purchasing decision involved different steps in decision making. For instance, in the case of getting a pair of Ray-Ban glasses for myself involved the external influence of advertisements and promotional campaigns of the brand on social media that created a desire. In addition, I witnessed my friend utilizing that such glasses. The need was recognized when I achieved something and as a reward to myself, I decided to gift something desired and liked for a very long time. The information was investigated online and after evaluating other alternatives along with the decision to get online or pick it up, the final decision was made. The post-purchase evaluation resulted in a positive experience and enhanced the positive image of the brand. I was a little disappointed by the inconvenience caused due to unavailability of the product and therefore I had to wait for my desired product.

In the case of getting a personalized gift for my best friend, the external factor that created influence was the culture of gift giving for love and on special occasions. The need was realized as my friend's birthday approached. The need was to cherish the relationship I have with my best friend. The information search was made online and the available alternatives were evaluated from one platform. The retailer choice was influenced by the experience of my mother and she was the source of information. I had not to compare the alternatives in terms of brands as I liked the range of products on the platform. However, the alternatives were assessed in terms of sellers and prices of products. The post-purchase behaviour was satisfactory and I am looking to buy from that website again whenever I would be in need of customized gifts.

In the same manner, for the last purchasing decision involved promotion and advertisement on social media, a suggestion from a friend and past experiences with the brand. The prior brand image in the mind also became a factor. The decision process was based on need recognition as I started to have breakouts on my skin and my actual skin was way different than what I desired. I searched for information online and found a lot of positive reviews regarding the tea tree oil acne treatment range of the brand. In addition, tea tree oil is known for treating acne issues. The highly satisfying customer service and conversant staff also created a lot of satisfaction in getting their products. I did not evaluate any alternatives in this case and the prior trust in the brand and positive reviews stimulated me to go for purchase. Post-Purchase behaviour was very satisfying. I could witness the results on my skin.

I have also observed the impact of cultural factors and the materialistic culture is very common in the Western countries CITATION Sch141 \l 1033 (Schiffman, et al., 2014). People are perceived on the basis of what they own. I observed that my decision of gifting myself a Ray-Ban involved this cultural factor. However, none of the decision involved family member influence except for my mother's opinion in the case when I was confused about where to get a customized gift for my friend. Different needs, motives and other factors influenced the decision-making model in all the three decisions made regarding three different products.

Recommendations

The two purchases from Etsy and The Body Shop turned out to be an incredible experience. However, recommendations are being made to all the three retailers to enhance a perceived image in the minds of potential consumers and boost customer satisfaction resulting in retention and customer loyalty. In case of purchase scenario of Ray-Ban, certain shortcomings were observed along with other factors such as high shipping cost, articles running out of stock and higher cost of customization. Such shortcomings would definitely affect the perception of the customer regarding Ray-Ban and its products. Ray-Ban must not charge such a high price for shipping and customization and inventory must also be updated on a regular basis so no customer faces any kind of inconvenience. Moreover, the payment method for the consumers who buy Ray-Ban's product online must be diversified as well, because only a few payment services are available on their official website. These are the shortcomings which are never beneficial for any business or a company. Their pricing strategy must be changed also, as they have resorted to skimming strategy which only attracts a handful of customers. One more thing was observed i.e. they take more than enough time for shipping the product. This results in frustration which often led to the withdrawal of consumer CITATION Key19 \l 1033 (Schiffman, et al., 2014). This particular deficiency would not help Ray-Ban to retain the customers and the delivery time must be reduced to build customer trust (Chih, Liou, and L.C., 2015).

In the case of online shopping, consumers of Ray-Ban and from Etsy, e-shoppers have a perceived risk and value linked with the online shop. The perceived value and risk associated with shop impact their cognitive trust, therefore it is recommended to e-shops to increase the benefit of the product to build customers perceived trust in the virtual environment. In order to increase effective trust and customers satisfaction, vendors must provide reliable customers service (Chih, Liou, and L.C., 2015). Item-based reward promotions are also a great way to attract customers and retain them because they collect reward points and spend them according to their choice. It is recommended to The Body Shop and Etsy to start item based rewards promotion to retain customers and keep them coming back because consumer behaviour studies reveal that customers are more responsive towards these programs (Zhang, and Breugelmans, 2012). Reward and loyalty programs are a form of positive reinforcement strategies and make a customer regular purchaser of a good or a service, most importantly in the case of consumable goods such as The Body Shop products in this case. However, marketers must do need assessment of these reward based loyalty rewards to examine the areas where they succeed (Watson et al. 2015)

All three retailers are highly recommended to create customer value and drive customer satisfaction by using instrumental conditioning CITATION Sch143 \l 1033 (Schiffman, et al., 2014). The satisfied customers come back and repurchase and this can only happen if the customers’ expectations are met. In all the three cases, retailers’ had made certain claims about the product quality, shipment time, value for money etc. if all these expectations are met and there is no gap between the desired and actual outcome, customer satisfaction is high that is in the case of Etsy and The Body Shop. Marketers have to meet the claims made by them on websites and at all the consumer touch points to reduce the gap between actual and desired performance CITATION Sch143 \l 1033 (Schiffman, et al., 2014).

Personalized experiences are a great way to enhance brand and customer relationship that result in repeat purchases. Since the retailer at Ray-Ban store treated me in a special way, the staff at The Body Shop store helped me decide and the seller at Etsy took all the information carefully, enhanced my experience. However, in order to enhance customer satisfaction, The Body Shop is recommended to hire staff or train them by giving them primary information about the skin care and skin conditions so that they are able to provide a solution seeking customer. Thee retailers are also recommended to develop a brand community where all the necessary information about the products and services will be shared between the people having a common interest CITATION Sch142 \l 1033 (Schiffman, et al., 2014). This will enhance the quality of the customer service which is directly associated with the increased customer loyalty (Jun, Yang, and Kim, 2004). This is a great way to increase brand equity that brings customer loyalty CITATION Sch142 \l 1033 (Schiffman, et al., 2014). In addition to investing in brand reputation programs and quality ratings are vital for customer attraction and retention. Studies reveal that companies with low-quality ratings are not able to influence consumers based on warranties (Akdeniz, Calantone, and Voorhees, 2013).

Conclusion

To conclude, the assessment makes an analysis of the purchasing decisions made at three different points, stimulated by different needs and motivation in each case. The analysis based on customer decision-making model reveals several factors that influenced the buying decision. None of the decision involved the impact of family decision making, however, advertisements, friends and social media influencers seem to have a lot of influence in the final decision of purchasing in these cases. The culture of materialism is also involved. Several recommendations are made to the retailers in order to enhance perceived value, trust, satisfaction and customer loyalty.

Bibliography

Akdeniz, B., Calantone, R.J. and Voorhees, C.M., 2013. Effectiveness of marketing cues on consumer perceptions of quality: The moderating roles of brand reputation and third‐party information. Psychology & Marketing, 30(1), pp.76-89.

Chih, W.H., Liou, D.K. and Hsu, L.C., 2015. From positive and negative cognition perspectives to explore e-shoppers' real purchase behaviour: an application of the tricomponent attitude model. Information Systems and e-Business Management, 13(3), pp.495-526.

Jun, M., Yang, Z. and Kim, D., 2004. Customers' perceptions of online retailing service quality and their satisfaction. International Journal of Quality & Reliability Management, 21(8), pp.817-840.

KUMAR, M., 2016. CONSUMER BEHAVIOR AND SATISFACTION IN E-COMMERCE: A COMPARATIVE STUDY BASED ON ONLINE SHOPPING OF SOME ELECTRONIC GADGETS. CLEAR International Journal of Research in Commerce & Management, 7(7).

Schiffman, L. G., OCass, A., Paladino, A. & Carlson, J., 2014. Topic 3 learning guide. In: Consumer behaviour. sixth ed. s.l.: Pearson.

Schiffman, L. G., OCass, A., Paladino, A. & Carlson, J., 2014. Topic 4 Learning Guide. In: Consumer Behaviour. Sixth ed. s.l.: Pearson.

Schiffman, L. G., OCass, A., Paladino, A. & Carlson, J., 2014. Topic 5 Learning Guide. In: Consumer Behaviour. Sixth ed. s.l.: Pearson.

Schiffman, L. G., OCass, A., Paladino, A. & Carlson, J., 2014. Topic 6 Learning Guide. In: Consumer Behaviour. Sixth ed. s.l.: Pearson.

Schiffman, L. G., OCass, A., Paladino, A. & Carlson, J., 2014. Topic 8 Learning Guide. In: Consumer Behaviour. Sixth ed. s.l.: Pearson.

Schiffman, L. G., OCass, A., Paladino, A. & Carlson, J., 2014. Topic 9 Learning Guide. In: Consumer Behaviour. Sixth ed. s.l.: Pearson.

Watson, G.F., Beck, J.T., Henderson, C.M. and Palmatier, R.W., 2015. Building, measuring, and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43(6), pp.790-825.

Zhang, J. and Breugelmans, E., 2012. The impact of an item-based loyalty program on consumer purchase behaviour. Journal of Marketing research, 49(1), pp.50-65.

Subject: Marketing and PR

Pages: 12 Words: 3600

Consumer Promotions

Consumer Production

[Name]

[Institute]

Author Note

Consumer Promotions

The various different types of consumer promotions have one thing in common. Their primary aim is to ensure that they get as many consumers as possible that decide to purchase their product or item. Consumer promotions happen to be one of the biggest tools used by product manufacturers or retailers to ensure that they get their desired consumers attention and they can effectively persuade them the this is the very product that they need. With this product in hand, they can finally accomplish all that they have been meaning to accomplish for a really long time and this is the very best time to buy the aforementioned product ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"7UN6U0JU","properties":{"formattedCitation":"(Andrews, 2016)","plainCitation":"(Andrews, 2016)","noteIndex":0},"citationItems":[{"id":729,"uris":["http://zotero.org/users/local/5VyEEXyp/items/G6LN4NUQ"],"uri":["http://zotero.org/users/local/5VyEEXyp/items/G6LN4NUQ"],"itemData":{"id":729,"type":"article-journal","title":"Product information and consumer choice confidence in multi-item sales promotions","container-title":"Journal of Retailing and Consumer Services","page":"45-53","volume":"28","abstract":"This research augments efforts to produce a richer understanding of the drivers of consumer choice confidence. It examines the interplay between two marketing interventions that consumers encounter in retail marketplaces, diagnostic product information and multi-item sales promotions. Results indicate that the influence of product information varies as a function of sales promotion format. The information effect is weaker when consumers are allowed to select the products that will be included in the promotion. Perception of information adequacy is revealed as a mediator of the information diagnosticity effect. The implications for marketing theory and promotional strategy are discussed.","DOI":"10.1016/j.jretconser.2015.07.011","ISSN":"0969-6989","journalAbbreviation":"Journal of Retailing and Consumer Services","author":[{"family":"Andrews","given":"Demetra"}],"issued":{"date-parts":[["2016",1,1]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Andrews, 2016).

Now, promotions are a great means to boost sales during slow economic times, such as the ones that follow the holiday season. During this time, promotions can motivate the potential consumer to spend their money and move products. Another reason why promotions are frequently used by manufacturers and retailers is to hype the product. Thus, when the product actually becomes available, it flies off of the shelf at an incredible rate ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"r3eS1zFd","properties":{"formattedCitation":"(Le Borgne, Sirieix, & Costa, 2018)","plainCitation":"(Le Borgne, Sirieix, & Costa, 2018)","noteIndex":0},"citationItems":[{"id":732,"uris":["http://zotero.org/users/local/5VyEEXyp/items/RG6WZD5K"],"uri":["http://zotero.org/users/local/5VyEEXyp/items/RG6WZD5K"],"itemData":{"id":732,"type":"article-journal","title":"Perceived probability of food waste: Influence on consumer attitudes towards and choice of sales promotions","container-title":"Journal of Retailing and Consumer Services","page":"11-21","volume":"42","abstract":"Based on a consumer survey including two experiments with more than 400 French respondents each, this research (1), establishes that consumers’ perceived probability of waste has a significant negative effect on consumers’ attitude towards promotions and consumers’ intention to choose perishable food products (cheese and bread) on sale and (2), highlights skepticism towards the “Buy Two Get One Free later” offer. Recommendations are presented for managers and public policies, in order to reduce households’ food waste and prevent consumers from being skeptical towards new promotional mechanisms, a brand and/or, a retailer.","DOI":"10.1016/j.jretconser.2018.01.004","ISSN":"0969-6989","journalAbbreviation":"Journal of Retailing and Consumer Services","author":[{"family":"Le Borgne","given":"Guillaume"},{"family":"Sirieix","given":"Lucie"},{"family":"Costa","given":"Sandrine"}],"issued":{"date-parts":[["2018",5,1]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Le Borgne, Sirieix, & Costa, 2018). However, despite the incredible opportunity presented by promotions, the overall effectiveness of the promotional activity of a brand can only be gauged if the brand has an evaluation plan that works as the foundation.

At present, the cosmetic industry is booming. Social media is a huge platform and it has mainstreamed the production of cosmetic industry. With celebrities like Kylie Jenner turning into a business mogul with her own cosmetics line, the potentials are uncanny. She does not have a retail store that markets her products, most of the sales of her products are done over the internet. However, her products are usually sold out within minutes of them going online. Promotions, along with great marketing, have played a key role in the success of her business and can be used as an effective model to base one’s business strategy ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"gOoOwYpA","properties":{"formattedCitation":"(Bova, 2018)","plainCitation":"(Bova, 2018)","noteIndex":0},"citationItems":[{"id":733,"uris":["http://zotero.org/users/local/5VyEEXyp/items/VRFGDCND"],"uri":["http://zotero.org/users/local/5VyEEXyp/items/VRFGDCND"],"itemData":{"id":733,"type":"webpage","title":"How Kylie Jenner Built One of the Fastest-Growing Beauty Brands Ever","container-title":"Entrepreneur","abstract":"It took less than two years for Kylie Cosmetics to reach an estimated $630 million in sales.","URL":"https://www.entrepreneur.com/article/317001","language":"en","author":[{"family":"Bova","given":"Tiffani"}],"issued":{"date-parts":[["2018",7,20]]},"accessed":{"date-parts":[["2019",9,3]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Bova, 2018).

With regard to cosmetic products alone, the seven key consumer promotion means that can be used to drum-up sales and move products ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"5QAODsZF","properties":{"formattedCitation":"(Ogden & Ogden, 2014)","plainCitation":"(Ogden & Ogden, 2014)","noteIndex":0},"citationItems":[{"id":736,"uris":["http://zotero.org/users/local/5VyEEXyp/items/GX3A7LWP"],"uri":["http://zotero.org/users/local/5VyEEXyp/items/GX3A7LWP"],"itemData":{"id":736,"type":"book","title":"Integrated Marketing Communications: Advertising, Public Relations, and More","publisher":"Bridgepoint Education","URL":"https://books.google.com.pk/books?id=_-xLAQAACAAJ","author":[{"family":"Ogden","given":"J. R."},{"family":"Ogden","given":"D. T."}],"issued":{"date-parts":[["2014"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Ogden & Ogden, 2014). One of the very first key consumer promotion methods is Premiums. With more and more people becoming aware of how to apply makeup, the consumer would rather prefer to purchase a set of products, such as the skincare line, or the seasonal products must-haves. However, by including a free gift with such purchases brands can turn more people in this direction, thus moving more products.

Sweepstakes can serve as another means of consumer promotions with regard to cosmetics. With the purchase of certain products, you can have your customers enter a huge free-giveaway and this could also help drum-up sales.

Kylie Jenner is the queen of POP-up Stores. The moment it is announced that the younger Jenner is about the set up a POP-up store of her coveted Kylie collection, queues begin to form hours before opening. Putting a POP-up for your own brand in retail stores, especially near cash registers is another great means of moving products.

Loyalty Programs is another way of ensuring that the customers that purchase your products keep coming back for more. While the prevalence of loyalty programs is rather scarce in the cosmetic industry, brands like Victoria’s Secrets have been using it for years to maintain the loyalty of their customers.

Sponsorships are another means for the cosmetic industry to move their products. Companies like MAC, Keune, and Tresemme often sponsor fashion shows to move their products. Another excellent means of moving products would be to use Price-off consumer promotions. This is the go-to method used by various cosmetic brands to lower the price of some of their luxurious, high-end products to ensure a higher number of sales. Such promotional means are great, both during and after the holiday season.

Finally, a brand can never go wrong by offering free products to consumers. It is one of the most fool-proof means of drumming-up sales. You can either offer them with every purchase or give them out with the purchase of a certain number of products, with the chance to get something free on the horizon, you can never go wrong.

References

ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Andrews, D. (2016). Product information and consumer choice confidence in multi-item sales promotions. Journal of Retailing and Consumer Services, 28, 45–53. https://doi.org/10.1016/j.jretconser.2015.07.011

Bova, T. (2018, July 20). How Kylie Jenner Built One of the Fastest-Growing Beauty Brands Ever. Retrieved September 3, 2019, from Entrepreneur website: https://www.entrepreneur.com/article/317001

Le Borgne, G., Sirieix, L., & Costa, S. (2018). Perceived probability of food waste: Influence on consumer attitudes towards and choice of sales promotions. Journal of Retailing and Consumer Services, 42, 11–21. https://doi.org/10.1016/j.jretconser.2018.01.004

Ogden, J. R., & Ogden, D. T. (2014). Integrated Marketing Communications: Advertising, Public Relations, and More. Retrieved from https://books.google.com.pk/books?id=_-xLAQAACAAJ

Subject: Marketing and PR

Pages: 2 Words: 600

Content Margeting

Content Marketing

[Name of the Writer]

[Name of the Institution]

Content Marketing

Content Marketing is a type of marketing which creates and distributes appropriate information to the target audience with the objective of persuading them to productive and profitable actions. While according to (John, 2019), Content Marketing is “a retail method of producing and dispersing material and costly content to entice, achieve and involve a particular audience, with the purpose of stimulating customer’s action.”

The successful content marketing plan consists of five components; content, audience, offer, promotion & distribution, follow up. Knowing customers is hugely important in content marketing because it assists that what are their preferences and how to find them. Second is content development, which means developing what you say. The third is offering a value proposition to audiences where you don’t only talk about your product while your focus would be to create value for your audience instead. Lastly, once the audience has been engaged by content marketing then, follow them up for the purpose to switch them to customers (Baltes, 2015).

The best part of content marketing is it is the process of telling the story that develops relationships with individuals. As learned in the course, developing relationships with clients is a marketing trick which introduces customers to products and assists to create customers’ loyalty.

The perfect example of content marketing is GE’s InstaWalk. They invited customers and fans to their location and then encouraged them to get connected via social media. This led to huge customers’ following (Ashley, & Tuten, 2015). Beyond this, another super example is the “Share a Coke” campaign by Coca Cola where they printed name son bottle. Here, everyone wanted to purchase a bottle that has their name or name of someone special, so they can share with.

Content Marketing can bring loss if it has not properly integrated into the marketing strategy. A number of communicational channels and tools exist in today’s world. While, through using content marketing into the entire marketing plan and practices, you make sure that every element work collectively towards a common goal (John, 2019).

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Baltes, L. P. (2015). Content Marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.

John, R. (2019). Content Marketing Companies to Check Out in 2018. Forbes.com. Retrieved 18 September 2019, from https://www.forbes.com/sites/johnrampton/2017/11/05/content-marketing-companies-to-check-out-in-2018/#7061c9d165d5

Subject: Marketing and PR

Pages: 1 Words: 300

Darrel Lea

Darrel Lea

Student’s Name

Institution

Course Code

Date

Introduction

Background

Darrel Lea is one of the renowned companies in Australia since it has existed for over fifty years. It manufactures and distributes liquorices, chocolate, and other confectioneries. It was founded Darrel Lea and operated for over 85 years as family business and over the years, it has grown to become the best liquorices and chocolate firm CITATION Dar18 \l 1033 (Darrel Lea , 2018). Darrel Lea operated as a family business until 2012, when Queensland Owners of VIP Petfood acquired shares of the company due to losses it was facing. However, the Brand Darrel Lea is the name of the founder of the company, and over the years, it has been built to be a chocolate brand in the market. According to Darrel Lea (2018), the company is headed by the Chief Executive Officer (CEO) and it has several directors, which head various departments. The directors’ reports directly to the CEO while the CEO reports to the board of directors of the company. The board of directors is the final decision maker of the company and therefore, every major decision has to be made by the board of directors.

Brand Vision

Darrel Lea intends to build a unique name in the market, which customers can trust and enjoy for years to come. Therefore, the brand vision is to become a trusted name in the market, which every customer can relate to.

Brand Exploration

Brand Identity

Wilson (2014, p. 12) stated that brand identity is the way the clients look up at the brand and distinguish the brand from the other brand in the market. It is the most essential step in building brand in the market and therefore, Darrel Lea has applied several strategies to ensure that the its brand is identity in the market. Darrel Lea has various marketing strategies such as promotion, advertisement campaign and posters. However, over the years, the company has been missing from mass media and therefore, it is important reintroduce the company to the customers through mass media (Wilson, 2014, p. 22). Darrel Lea should invest in TV, radio and in door advertisement such as digital signage to reconnect with customers. Since advanced technology has changed the marketing environment, the use of social media network to market the chocolate and other products offered by the company would make it easy for the firm to build its brand identity in the competitive market. The use of facebook, twitter, Instagram and YouTube would be the best social media strategy, which would make the company to be known widely in the market and could edge out its competitors.

Brand Salience

Brand Salience is the quality noticeable in the market and therefore, Darrel Lea is identified by customers as a firm which provides fresh chocolate to customers. It is therefore, makes most customers to regard Darrel Lea in high standard in the market. Although the industrial competition is very stiff, Darrel Lea still remain most preferred chocolate firm and therefore, it means that most customers regard it in high standard as the quality provider of chocolate and liquorices.

Brand Meaning

2.31. Brand

Darrel Lea offers variety of product to its customers. According to Lannin (2015, p. 15), it offers about 800 products and therefore, customers can choose a product, which can satisfied his or her needs. Most of its products are fresh, and quality. The chocolates are made from fresh vegetables and in different flavor and therefore, all customers can get their favorite flavor. The products are also packed in nostagalia making Darrel Lea’s products to be uniquely identified in the market CITATION Lan15 \p 21 \l 1033 (Lannin, 2015, p. 21). The company is also known for its extra ordinary customer care support. This has helped in building its customers based in the market for century. Most products are priced fairly and therefore, affordable to most customers. Darrel Lea offer several products in different sizes and grams. Every client can get a product of his or her choice.

2.3.2. Brand Imagery

The brand imagery is the regarded as the way most clients perceive the brand in the market (Karmalkar, 2016, p. 5). Darrel Lea is known as a sexy and soft brand. It is lovely and most customers relate the brand with love and care and therefore, it is most preferred by couples, and teenagers. It is a symbol of love to many customers in the market. It is important for the company to improve the taste and also ensure that variety of flavor is available for customers.

Brand Reponses

Brand Judgments

Darrel Lea is a renowned brand and many customers regard it has a strong brand in the market. It is loved by many customers because of its quality and fresh chocolate product it has been producing for decades. Study has also indicated that client response to the brand is positive and strong. This is because of the company is still valued high in the market. It continues to expand to different location despite the management and financial challenges it has been facing. However, it would be important for the management to continue to build its product based on marketing and efficient service delivery to customers.

Brand feeling

According to Mabbott (2016, p. 12), many customers love chocolate and other products offered by the company and therefore, it customers have positive feelings towards the brand.

Brand Relationship

Brand Resonance

Research indicates that many customers have strong relationship with Darrel Lea products CITATION Gle16 \p 21 \l 1033 (Mabbott, 2016, p. 21). A study conducted by the company indicates that majority of its customers relate its products with love and therefore, this has helped the company to build a strong relationship with customers. This is the reason the company was acquired a $200 million despite experiencing a lot of loses and other market challenges in the past.

Figure 1: CBBE framework

Bibliography

BIBLIOGRAPHY Darrel Lea . 2018. Darrel Lea Management Structure . Darrell Lea expands products in turnaround triumph for once , 2-15.

KARMALKAR, H. 2016. Difference between brand awareness and brand salience. Brand Building , 2-18.

Lannin, S. 2015. Darrell Lea expands products in turnaround triumph for once-struggling company. International Journal of Business and Communication , 12 (3), 2-15.

Mabbott, G. 2016. The four Ps behind Darrell Lea's rocky road to a bitter end. Ad NEw International , 2-15.

WILSON, R. 2014. Darrell Lea: a take home message for marketers, CEOs and business owners. https://www.marketingmag.com.au/hubs-c/darrell-lea-a-take-home-message-for-marketers-ceos-and-business-owners/ , 2-35.

Subject: Marketing and PR

Pages: 3 Words: 900

DB Replies

Marketing and PR

Student’s Name

Institution

Q1: As social media impressions (i.e. likes, shares, followers, page views, etc.) can be skewed by fake or paid accounts, what plan should a business put into place to verify its social media marketing is actually providing positive outcomes toward its business goals?

Social media is a powerful digital tool used by several organizations for marketing purpose. However, without set goals and monitoring strategies, there are high chances of getting the wrong information from the market, which can mislead an organization about the market. It is, therefore, essential to set clear goals and objectives of a social media campaign to avoid getting skewed information or fake likes, shares, followers and page views. According to Hainla (2019), an organization should set clear aims and monitor whether the goal and objectives set are being met by the social media campaign being done by an organization. The goals and objectives of social media could be to build a brand in the market, marketing product to customers or to identify ideal customers. The goal of the social, therefore, should be reachable, realistic, measurable, ethical, timely, achievable and specific. As stated by Hainla (2019) this will make it unlikely to get fake sharing, likes, and views from uninterested social media users.

However, to verify if the social media marketing is actually getting positive feedback, it is important to conduct a survey, market research or evaluation to determine whether the set objectives are being achieved by the organization. For instance, if the social media marketing goal is to create brand awareness, an organization needs to conduct a survey or an evaluation to determine how its brand is perceived in the market. This, therefore, would help an organization to determine whether the likes, shares, or views being realized are actually true or fake. The survey and evaluation should, therefore, be conducted periodically to make sure that social media marketing is actively being done and the actual goals and objectives of the social media marketing set are being achieved by the company.

Q2: Identify a company based in the United States that embraces the concept of long-term customer relationships and loyalty. How does this company build long-term relationships, ensure loyalty and reap success from these relationships?

The art of customer loyalty is essential to the growth of a company. In the United States, several firms have embraced the concept of customer relationship and loyalty, however, Trader Joe's is known for exceptional customer relationship and loyalty. Trader Joe's is a grocery store located in several cities across the United States. It goes an extra mile to provide assistant to customers in the store and ensures that customers are satisfied with the services. Trader Joe's has follow-up criteria and engage customers often regarding their services. It is evident that organizations apply different strategies to build customer relationship and loyalty. First, most companies ensure that customer services are efficient and customers are the king CITATION Raw17 \l 1033 (Rawal & Upadhayay, 2017). It is done through having providing customer service 24/7 and also have followed up calls or email to customers to ensure that they are satisfied and any other concerns are addressed efficiently.

Customers are also offered after sales services, coupons, and discounts on sale to build a relationship with customers and loyalty. Coupons make frequent customers pay less on certain products and this makes customers purchase more often. It is also important to point that relationship and loyalty is built through social media where customers engage the company directly on issues of their great concerns. It does not only help in building a relationship but also building loyalty in the market. This is because it makes customers to feel being part of the organization rather than strangers. It is, therefore, important to have a strong social media network, provide a coupon, other discounts, purchase cards, and points to help in build relationship with customers and loyalty in the market.

References

BIBLIOGRAPHY Hainla, L. (2019). Social Media Marketing Statistics You Need to Know in 2019.

International Journal of Marketing and PR, 2-15.

Rawal, P., & Upadhayay, S. (2017). CRM: Building Long Lasting Customer Relationships.

International Journal of Engineering Development and Research, 32 (2), 2-35.

Subject: Marketing and PR

Pages: 2 Words: 600

Define, Discuss And Differentiate Intrinsic And Extrinsic Motivation.

Improving motivation

Author name

Affiliation

Motivation refers to the characteristics that trigger people to do something or not to do something ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"iAJhjV0b","properties":{"formattedCitation":"(Broussard & Garrison, 2004)","plainCitation":"(Broussard & Garrison, 2004)","noteIndex":0},"citationItems":[{"id":2315,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/MWQN9CVW"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/MWQN9CVW"],"itemData":{"id":2315,"type":"article-journal","title":"The relationship between classroom motivation and academic achievement in elementary‐school‐aged children","container-title":"Family and Consumer Sciences Research Journal","page":"106-120","volume":"33","issue":"2","author":[{"family":"Broussard","given":"Sheri Coates"},{"family":"Garrison","given":"ME Betsy"}],"issued":{"date-parts":[["2004"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Broussard & Garrison, 2004). It makes people move in a specific direction to achieve a certain objective. It is one of the biggest challenges for organisations to keep their employees motivated. There are two types of motivation; intrinsic motivation and extrinsic motivation that can be used by organisations to motivate people and get the desired results. Sometimes both types of motivations can function together to achieve an objective. For example, people are sometimes intrinsically motivated to enjoy the given task and want to earn a raise after completing the task. This paper will discuss different types of motivation with examples. Moreover, there is also the analysis of different motivational theories to give recommendations to my organisation to enhance the motivation of people at the workplace.

Intrinsic Motivation

Intrinsic motivation refers to an internal form of motivation ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"MaUujtb4","properties":{"formattedCitation":"(Sansone & Harackiewicz, 2000)","plainCitation":"(Sansone & Harackiewicz, 2000)","noteIndex":0},"citationItems":[{"id":2317,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LNIPY4GA"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LNIPY4GA"],"itemData":{"id":2317,"type":"book","title":"Intrinsic and extrinsic motivation: The search for optimal motivation and performance","publisher":"Elsevier","ISBN":"0-08-050909-6","author":[{"family":"Sansone","given":"Carol"},{"family":"Harackiewicz","given":"Judith M."}],"issued":{"date-parts":[["2000"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Sansone & Harackiewicz, 2000). People struggle towards an objective for their personal gratification or achievement. They also have a belief in their internal capacities that motivate them. Here, the behaviour itself becomes the reward. These behaviours are performed as a result of their personal satisfaction that they bring. For example, the setting of personal goals can motivate employees.

Extrinsic Motivation

Extrinsic motivation, on the other hand, refers to an external form of motivation that relates to outside causes. People can be motivated to earn a reward or to avoid punishment. They are extrinsically motivated as they get a reward from others such as promotion and praise. By offering these rewards organisations can direct their employees to achieve certain objectives. These rewards are usually financial and tangible. Along with money, other extrinsic rewards can be organisation characteristics, job security as well as development opportunities for employees.

Motivation at my Workplace

I work in an IT organisation that also uses different intrinsic and extrinsic motivators to motivate employees at the workplace. There is a use of a reward system, bonuses and deductions that motivate people towards achieving their goals. It also offers different chances of getting ahead in the organisation.

Strengths of Motivation

The use of motivation at the workplace results in increased productivity. There is also an enhancement in quality in functions of the organisation. When employees are more motivated then there is also lower labour turnover. The motivated employees also have better communication among them as they like to work in teams. Along with employee’s growth, customers are also happy with the company as employees maintain the quality in products and services.

Weakness of Motivation

However, there are certain weaknesses in current strategies that require more effective strategies. Extrinsic motivation can cause harm to the organisation. Once employees get the reward, they stop working actively and their motivation ends with it. Moreover, if employees are not able to get the desired results and the extrinsic rewards, the, they get de-motivated. In addition, the financial motivation is costly for organisations and may affect work quality.

Different motivational theories can be used to understand the need and benefits of motivation in the workplace.

Maslow's Hierarchy of Need Theory

Maslow's hierarchy of need is a motivational theory that divides human needs into five tiers, as peoples actions are motivated in order to fulfil certain needs ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"p7KviwBR","properties":{"formattedCitation":"(COM, 2015)","plainCitation":"(COM, 2015)","noteIndex":0},"citationItems":[{"id":2318,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/NIE5RXDG"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/NIE5RXDG"],"itemData":{"id":2318,"type":"book","title":"Maslow's Hierarchy of Needs: Gain vital insights into how to motivate people","publisher":"50Minutes.com","URL":"https://books.google.com.pk/books?id=sdVmCgAAQBAJ","ISBN":"978-2-8062-6587-6","author":[{"family":"COM","given":"M."}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (COM, 2015). These needs in hierarchical order from the bottom are physiological, safety, love and belonging, esteem and self-actualization. In the pyramid of needs, most basic needs are at the lowest levels while the most complex needs are at the highest level of the pyramid. Needs that are present at a lower position in the hierarchy must be satisfied first such as physiological and safety needs.

People are first motivated to fulfil their physiological needs such as the need for foodstuff, water and sleep. Once people fulfil these needs then they want to have the next level of needs. These also motivate people to fulfil them and they strive for them. Needs are psychological and social when people move up the pyramid. They need love and friendship and then personal esteem. They find themselves in need of self-actualization.

At my place, the organisation strives to first fulfil the psychological and safety needs. Then it arranges for social needs by making different cross-functional teams and groups. Employees also get different training to learn different skills that enable them to achieve certain targets to get the level of self-actualization.

Self-efficacy Theory of Motivation

In addition, there is Self-efficacy theory of motivation in which beliefs are chief, obvious clarification for motivation ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"mJOmbQAz","properties":{"formattedCitation":"(Elkhawaga & El-Masry, 2017)","plainCitation":"(Elkhawaga & El-Masry, 2017)","noteIndex":0},"citationItems":[{"id":2316,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/FYATDYHE"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/FYATDYHE"],"itemData":{"id":2316,"type":"article-journal","title":"Knowledge, Beliefs and Self-reported Practices of Hand Hygiene among Egyptian Medical Students: Does Gender Difference Play a Role?","container-title":"Journal of Public Health in Developing Countries","page":"418-425","volume":"3","issue":"2","author":[{"family":"Elkhawaga","given":"Ghada"},{"family":"El-Masry","given":"Ragaa"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Elkhawaga & El-Masry, 2017). There are different sources of self-efficacy; performance undertakings, social persuading as well as physiological and emotional states. If there is better performance then the employee gets the confidence and this increases their self-efficacy. Moreover, social pressure also matters a lot and employees strive to work under the pressure.

Additionally, this theory is based on intrinsic motivation and results in higher motivation if there are high self-efficacy and vice versa ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"e9eavDYm","properties":{"formattedCitation":"(Cook & Artino Jr, 2016)","plainCitation":"(Cook & Artino Jr, 2016)","noteIndex":0},"citationItems":[{"id":2319,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/6ACB3TIS"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/6ACB3TIS"],"itemData":{"id":2319,"type":"article-journal","title":"Motivation to learn: an overview of contemporary theories","container-title":"Medical education","page":"997-1014","volume":"50","issue":"10","author":[{"family":"Cook","given":"David A."},{"family":"Artino Jr","given":"Anthony R."}],"issued":{"date-parts":[["2016"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Cook & Artino Jr, 2016). For example, if an employee has a belief that he can achieve a certain target while he lacks ability. The other employee has less belief in achieving his target but has greater ability. The first employee will be succeeded as a result of self-efficacy.

This theory is also in practice in my organisation. Employees are given different sessions by motivational speakers that motivate them and make them believe in their abilities. Moreover, there are also different learning opportunities that allow them to enhance their skills.

Herzberg’s Two-Factor Theory

According to the Two-factor theory, there are certain factors in the workplace that result in job satisfaction, while others result in job dissatisfaction. Thus, these factors act independently of each other. The satisfaction factors known as motivators are linked with the nature of work (recognition, responsibility) and organisations should go for job environment to reduce the dissatisfaction. On the other hand, there are hygiene factors whose absence results in dissatisfaction. These are mostly extrinsic such as company policies, or salary.

The motivators at my organisation are achievement, recognition, the work, responsibility as well as advancement. The presence of these factors increases the employee’s motivation. Conversely, the hygiene factors at my organisation are company policies, supervision, relationships as well as security. Company policies and supervision give employees direction and motivate them. similarly, when they feel their jobs are secured they are motivated.

How to improve organisational practices of motivating employees

Different strategies can be used by an organisation to improve organisational practices and motivate employees. Feedback matters a lot in supporting the intrinsic motivation among employees. Employees are able to understand organisation standards and expectations when they continuously get feedback. However, an abundance of praise can prove disadvantageous for the organisation.

Moreover, the extrinsic rewards must be offered purposefully and organisations must provide the required resources such as skills to achieve the goals related to them. Employee’s performance appraisal is an effective strategy in this regard that allows employees to compare their performance with their previous performance. This will also result in the professional development of the workforce. Likewise, management should allow employees to take their decisions. In this way, they will not only be able to show their competence but also to increase their self-efficacy.

Conclusion

Motivation is an internal feeling or force that has an effect on people behaviour. It is a continuous process that gives them direction, intensity as well as persistence ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"iAJhjV0b","properties":{"formattedCitation":"(Broussard & Garrison, 2004)","plainCitation":"(Broussard & Garrison, 2004)","noteIndex":0},"citationItems":[{"id":2315,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/MWQN9CVW"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/MWQN9CVW"],"itemData":{"id":2315,"type":"article-journal","title":"The relationship between classroom motivation and academic achievement in elementary‐school‐aged children","container-title":"Family and Consumer Sciences Research Journal","page":"106-120","volume":"33","issue":"2","author":[{"family":"Broussard","given":"Sheri Coates"},{"family":"Garrison","given":"ME Betsy"}],"issued":{"date-parts":[["2004"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Broussard & Garrison, 2004). This can be intrinsic motivation as well as extrinsic motivation. Intrinsic motivation is related to people internal desires of performing specific tasks. For example, they may develop a specific skill that they require for performing specific tasks. On the contrary, extrinsic motivation is related to external factors such as tangible rewards. Organisations cannot motivate their employee with a single type of motivation. Extrinsic motivation has its own benefits but there is no use of it unless an employee is also intrinsically motivated. For example, an employee due to the external reward can be motivated to work but this does not give him pleasure in the long run. In addition, some people have more preference for tangible and extrinsic benefits while others are more inclined towards their self-satisfaction. Therefore, there is a requirement of a critical balance between the two types otherwise this can result in harm to the organisation.

Different motivational theories explain the factors accountable for human motivation. According to Maslow theory, people can be intrinsically motivated, if their basic needs are satisfied. These are different physiological and safety needs ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"p7KviwBR","properties":{"formattedCitation":"(COM, 2015)","plainCitation":"(COM, 2015)","noteIndex":0},"citationItems":[{"id":2318,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/NIE5RXDG"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/NIE5RXDG"],"itemData":{"id":2318,"type":"book","title":"Maslow's Hierarchy of Needs: Gain vital insights into how to motivate people","publisher":"50Minutes.com","URL":"https://books.google.com.pk/books?id=sdVmCgAAQBAJ","ISBN":"978-2-8062-6587-6","author":[{"family":"COM","given":"M."}],"issued":{"date-parts":[["2015"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (COM, 2015). Moreover, the mechanism of positive feedback can be used to improve intrinsic motivation in employees. This increases their belief in their abilities and they are intrinsically motivated. Similarly, according to Herzberg’s Two-Factor Theory, there are also two types of motivational factors such as hygiene and motivators that result in the motivation of employees. Herzberg’s theory is related to the psychological needs of employees. The fulfilment of these needs enhances employee satisfaction. The organisation should design jobs in such a way that motivate employees ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"MaUujtb4","properties":{"formattedCitation":"(Sansone & Harackiewicz, 2000)","plainCitation":"(Sansone & Harackiewicz, 2000)","noteIndex":0},"citationItems":[{"id":2317,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/LNIPY4GA"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/LNIPY4GA"],"itemData":{"id":2317,"type":"book","title":"Intrinsic and extrinsic motivation: The search for optimal motivation and performance","publisher":"Elsevier","ISBN":"0-08-050909-6","author":[{"family":"Sansone","given":"Carol"},{"family":"Harackiewicz","given":"Judith M."}],"issued":{"date-parts":[["2000"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Sansone & Harackiewicz, 2000). Jobs are not just aimed to have the routine working but have something that can motivate them an increase in their skills and interest in the work. Moreover, the importance of rewards systems is inevitable in the organisation. Strategies about the reward system must also be checked and there must be continuous monitoring of employees in order to encourage and motivate them. There is also a need to increase people’s self-efficacy ADDIN ZOTERO_ITEM CSL_CITATION {"citationID":"mJOmbQAz","properties":{"formattedCitation":"(Elkhawaga & El-Masry, 2017)","plainCitation":"(Elkhawaga & El-Masry, 2017)","noteIndex":0},"citationItems":[{"id":2316,"uris":["http://zotero.org/users/local/KZl8ZL3A/items/FYATDYHE"],"uri":["http://zotero.org/users/local/KZl8ZL3A/items/FYATDYHE"],"itemData":{"id":2316,"type":"article-journal","title":"Knowledge, Beliefs and Self-reported Practices of Hand Hygiene among Egyptian Medical Students: Does Gender Difference Play a Role?","container-title":"Journal of Public Health in Developing Countries","page":"418-425","volume":"3","issue":"2","author":[{"family":"Elkhawaga","given":"Ghada"},{"family":"El-Masry","given":"Ragaa"}],"issued":{"date-parts":[["2017"]]}}}],"schema":"https://github.com/citation-style-language/schema/raw/master/csl-citation.json"} (Elkhawaga & El-Masry, 2017). They must be taught in organisations how to respond to their failures and select the ways of working. This will increase their success rate and they will get more confidence resulting in increased motivation. This is due to the reason that self-efficacy is explicitly related to the development of intrinsic motivation in employees.

References

ADDIN ZOTERO_BIBL {"uncited":[],"omitted":[],"custom":[]} CSL_BIBLIOGRAPHY Broussard, S. C., & Garrison, M. B. (2004). The relationship between classroom motivation and academic achievement in elementary‐school‐aged children. Family and Consumer Sciences Research Journal, 33(2), 106–120.

COM, M. (2015). Maslow’s Hierarchy of Needs: Gain vital insights into how to motivate people. Retrieved from https://books.google.com/books?id=sdVmCgAAQBAJ

Cook, D. A., & Artino Jr, A. R. (2016). Motivation to learn: an overview of contemporary theories. Medical Education, 50(10), 997–1014.

Elkhawaga, G., & El-Masry, R. (2017). Knowledge, Beliefs and Self-reported Practices of Hand Hygiene among Egyptian Medical Students: Does Gender Difference Play a Role? Journal of Public Health in Developing Countries, 3(2), 418–425.

Sansone, C., & Harackiewicz, J. M. (2000). Intrinsic and extrinsic motivation: The search for optimal motivation and performance. Elsevier.

Subject: Marketing and PR

Pages: 5 Words: 1500

Develop A Prospect List

Title page

Develop a prospect line

Plan

The sales funnel diagram is an inverted chart that gives illustration of the steps involved in the sales process. The top of the sales funnel is broader that represents the largest prospective buyers. The funnel diagram identifies the process involved in selling the B2B product Microsoft Azure that is a cloud computing service Azure offers a complete solution to clients for building applications. The common features of Azure sold include database, computing, networking and storage.

Microsoft Azure solution sales focuses on reaching the business decision-maker or respective buyer. A sales proocess involve steps taken by a sales person to reach a prospective buyer from initial stage to awareness to a closed sale. It provides overview of customers journey frrom reallization that they have a need for making actual purchase CITATION Ber11 \l 1033 (Jansen, 2011). The sales process stresses on determining where to start as the primary concern is to identify the need of customers. The first step of the sales process include prospecting in which the focus is on identifying potential customer. It will be sold to IT developers, small and medium sized businesses allowing them to create, deploy and manage applications. This stage will also consider if the clients will be able to afford the service or not. It further evaluates if the customer needing the product can afford it or not. Business to business especially target individuals who can't keep working in their unique post because of limitations of different sorts. Microsoft Azure offers them different features that suit their capabilities and capacities, fitting work that helps in adding value to their work. Thusly, this turns appreciation of value into the creation of value. The second stage is preparation in which initial contact is established with the prospect customer and collecting information for understanding their preferences. Market research is conducted in which all relevant information is collected about the customers (Jiang et al., 2009). Microsoft Azure will be able to cater needs of potential customers such as by helping them in developing modern applications, building infrastructure and in gaining insights from the data. The product will provide solution for the cloud platform. Sales presentation is developed that focuses on addressing the needs of clients.

Third stage of sales process is approach in which contact is maintained with the client. Different channels are used for reaching the clients such as face-to-face meetings or video chat. For selling Microsoft Azure the best solution is ‘Product Approach’ in which free trial version is offered to the clients. This will allow the customers to evaluate the product and increase their possibilities of buying it CITATION Mol19 \l 1033 (Clarke, 2019). The fourth stage is presentation in which it is determined how the product will cater the needs of customers. PowerPoint will be created and shared with the customers that will provide information about the features and usability of Azure. This will address the components as; what business problem will Azure solve? What would be the total cost of the solution? And how Azure is better from other cloud computing services? Handling sales objections is the next stage that will focus on listening the concerns of the clients. This is an important stage that declined the possibilities of sales drop and pursuits of rejection. This suggests that 80% of Azure sales required at least five follow-ups. The next stage is closing in which decision from the client is received and the proceedings are carried out. For selling Microsoft Azure it is more appropriate to choose alternative choice close CITATION Bur15 \l 1033 (Fewel, 2015). In this method will allow customers to pay either in cash or the whole amount in cash. The final stage of the funnel diagram is follow-up in which focus is on maintaining contract with the customers. After selling Azure the customers will be contacted for using them in referrals.

Sales Prospect list

Leads:

BBQFun visited the website for database.

IT developers visited the page for computing.

Net App purchased computing services.

Small-sized businesses visited networking.

Medium-sized businesses visited computing services.

Online Inc purchased database services.

They visited the pages on website related to database, computing, networking and storage.

They have bought some of the products.

They have bought similar products.

Target audience:

The companies targeted include 7-50 employees.

The targeted clients were struggling with technologies.

Customer profiles were viewed for identifying critical trigger points.

Microsoft Azure is advertised online and product is recommended to peers.

Social media platforms are identified that will raise opportunities of targeting customers.

B2B sales professional research is conducted for getting better insights about the client’s concerns.

Google notifications are used for identifying trigger events, brand mentions and news related to it.

84% of the buyers users a referral for kicking-off the buying process.

9 in every 10 decisions are made on the response of peers.

47% of top performances are using referrals.

62% of the customers are happy giving referrals.

40% of the clients managed to gain accurate data.

Lead generating cost was mentioned by customers.

Over 500 million people are using LinkedIn, that is a great place for finding potential consumers.

Advanced filters such as cloud computing is used for finding prospective customers.

Twitter is popular platform that engage millions of customers and will target them.

People who conduct research about cloud computing or visit such products are targeted.

Customers managed to save costs by using Microsoft Azure.

Companies searching for online computing and data services.

Response

There is no formula to generate an accurate sales prospects list. However it is possible to follow some strategies that will allow identifying the right customers. If I was the salesperson selling this product I would be confident that I have generated a good prospect list because it is based on the market research that include adequate data about the prospective customers of Microsoft Azure. By targeting these sources I would manage to target the right customers without wasting time. This will save me from searching for the actual customers. I believe that the prospects list has covered all platforms that could provide maximum potential customers for the Microsoft Azure. I have used the advanced B2B search capabilities for determining the right customers. The contact information of the possible customers and their engagement at social platforms can be used for reaching them.

My first call will be to the customers who purchased cloud-computing services. This will increase the possibilities of selling Microsoft Azure to these customers because they are already using computing services. My second call will be to the People who conduct research about cloud computing or visit such products are targeted. Although these customers may not have used cloud computing but they exhibits high likelihood of using it in future. I could convince them to avail Azure by explaining the benefits. My third call will be to customers who have bought some of the products. This is because their likelihood of purchasing Azure is high. They are already familiar with the product so it would be easy to persuade them.

References

BIBLIOGRAPHY Clarke, M. (2019). How to Build the Ultimate Sales Prospect List . Retrieved 07 27, 2019, from https://blog.zoominfo.com/build-sales-prospect-list/

Fewel, B. (2015). Selling Microsoft Azure . Retrieved 07 27, 2019, from https://blogs.partner.microsoft.com/mpn/selling-microsoft-azure/

Jansen, B. J. (2011). BIDDING ON THE BUYING FUNNEL FOR SPONSORED SEARCH AND KEYWORD ADVERTISING. Journal of Electronic Commerce Research , 12 (1).

Jiang, Y., A. Cho, and R. Adaval. (2009). "The unique consequences of feeling lucky: Implications for consumer behavior," Journal of Consumer Psychology, Vol. 19, No. 2: 171-184.

Subject: Marketing and PR

Pages: 4 Words: 1200

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