...business to implement these recommendations satisfactorily. TEAM ASSIGNMENTS PRESENTATION: 15 MINUTES LEARNING OUTCOME 2: Be able to use the concepts of segmentation, targeting and positioning 2.1 Show macro and micro environmental factors which influence marketing decisions 2.2 Propose segmentation criteria to be used for products in different markets 2.3 Choose a targeting strategy for a selected product/service 2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations 2.5 Propose new positioning for a selected product/service Submission Deadline: November 16, 2015 TEAM ASSIGNMENT: AC 2.1 Show macro and micro environmental factors which influence marketing decisions Guiding Term Paper Questions The business believes that competition from nearby businesses is preventing it from growing and increasing sales. However many other micro and macro factors are impacting sales and its marketing decisions. So show the macro and micro environmental factors that are impacting the performance of the business and explain how they are affecting business marketing decisions? COURSE OUTLINE: Macro environment: Environmental scanning; Political, legal, economic, sociocultural, ecological and technological factors Micro environment: Stakeholders (organisation’s own employees, suppliers, customers,...
Words: 3154 - Pages: 13
... promotional, arts and crafts, and computer supplies to 60,000 businesses around the country” that includes particularly packaging tape, paper clips, pens, and pencils. Many of his salespeople earn more than $60,000 a year, and top producers earn more than $ 100,000. A leader/manager and employee need to pay attention on perception and attribution concepts to be effective at workplace. Perception is the process by which the individual selects, organizes, interprets, and responds to information. Employees are constantly exposed to a variety of information. This information is processed in their mind and organized to form concepts pertaining to what is sensed or experienced (Hellriegel & Slocum, 2011). Different employees often perceive a situation differently, both in terms of what they selectively perceive and how they organize and interpret what is perceived. The perception process is influenced by external (e.g. all kinds of motivational devices installed in Great Northern American’s salesroom) and internal (personality, learning, and motivation) factors that are related to the perceiver. The perceptual process may result in errors in judgment or understanding. An important part of understanding individual differences in perception is to know the source of these perceptual errors. The most common types of perceptual errors are perceptual defense, stereotyping, the halo effect, projection, and impression management. Attribution process refers to the ways in which people come...
Words: 1703 - Pages: 7
...Perceptual Maps Simulation I found this simulation to be very interesting. First of all, it was about motorcycles, and what guy doesn't find that to be an interesting topic? Regarding the lessons it contained for marketing though, it was also interesting while still being entertaining as well. The situations it presented were realistic, while not being so overcomplicated that the material it was trying to present got lost. In the following paper I will discuss the situations from the simulation, the relationship between differentiation and positioning especially with regards to the product in the simulation, and the effect of the product life cycle on marketing again focusing on its relationship to the simulation product. Situations The first situation the simulation provided me with was a successful brand that is facing declining sales. My recommendation was to focus on Lifestyle, Quality Engineering, Coolness and Price. My results from this were good, but could have been better if instead of focusing on coolness, I'd chosen to focus on service instead. This would have allowed me to optimally position the product. The second situation was to decide on a marketing plan moving forward for Thorr motorcycles. I chose to launch a new motorcycle, the RRoth, rather that reposition CruiserThorr. I chose this because CruiserThorr is already well positioned, and to change its price or other attributes would more likely confuse customers than help to grow the brand. Furthermore...
Words: 1067 - Pages: 5
...EXPERIMENT NO. 3 NAME: SCORE: DAYTIME: W 7:30am-4:30pm DATE: July 1, 2015 TITLE: FORMATION OF WORD ASSOCIATION AND PERCEPTUAL DEFENSE ABSTRACT: Formation of word association and perceptual defense aimed to measure signs of emotional complexes and to be able to identify the degree of threshold for each selected stimulus. The materials used for this experiment were ninety nine stimulus words (Appendix C), eighteen selected stimulus words written on 3”x4” index cards, and a stopwatch. In this experiment, there should be also 18 subjects (one recorder and experimenter for each subject). The experiment has two phases: determination of association reaction time and the measurement of recognition thresholds. Eighteen subjects are first tested using a typical association experiment. Each subject is instructed to respond to two to three syllable vernacular words with the first word that comes to mind. Ninety nine carefully chosen words are presented one at a time. In the second part of the experiment, each subject is presented with three sets of six words. Record the six words which yielded the fastest association reaction times; the six words which yielded the slowest reaction times; and the six which were midmost in reaction times. “Slow,” “medium” and “fast” are to be based from the range of each individual subject. Request the subject to return two weeks after the association...
Words: 1795 - Pages: 8
...ordinary laborers and workers to the rich land owners and businessmen can keep their money safely in banks and earn savings on it. People decide which Bank to associate with depending upon its different features or attributes. The importance that customers give to each attribute, however, differs from one consumer to another. The ability to identify the importance of different attributes of banks from the consumers’ perspective is essential for improving an existing bank or establishing a new bank. The purpose of this study is to identify the positioning of major banks in India. The study makes use of the multidimensional scaling technique to identify (a) the dimensions underlying of customers’ evaluation of banks, and (b) the potential opportunities for the new bank in the perceptual map of the consumers’ mind. Keywords: Multi-Dimensional Scaling, Banks in India INTRODUCTION Banks are the heart of a nation’s economy. Firstly they promote savings through offering saving rates. Secondly, they invest this savings either through direct investment or loans to promote the economy of the country. In India, commercial banking has played a vital role in driving the economy for almost 200 years. Pre liberalization, the banks in India where nationalized in order to reach the masses. Later during the post liberalization, retail banking sector saw a rapid growth along with the economy of India. Retail banking is a banking service that is geared primarily toward individual customer (Raghuwanshi...
Words: 2850 - Pages: 12
...Lessons Learned Paper Francisco E Guzman University of Phoenix Dr. Nancy Arduengo Lessons Learned Paper * Connecting with a group of doctoral students for the first residency is very challenging. Most of the students admitted to having feelings of misperception, worry, or uncertainty. Meeting someone new is certainly not comfortable, however the anticipations and nervousness of a doctoral program is adequate for someone to ask why one would choose to embark on a titanic venture. This residency has encouraged me to withstand in my program. There were more than a few eye-openers that revealed progress and improvement as a doctoral student. In the last five days, various lessons and experiences were imparted and learned but the most important lessons for me include the learning team experiences, scholarly writing, and reflective journaling on the lessons learned. Learning Teams During this residency experience, I acquired a lot about learning teams. In my academic and professional experience, I have been a part of numerous teams. I have had some bad encounters with teams during my period with the University of Phoenix and acknowledged that the team experiences at residency would be similar. I definitely applied my situatedness but I understand now a cohort of different personalities can form a successful team where all opinions are heard, all ideas count, all contribute and all appear to demonstrate an authentic interest for one another. We...
Words: 1536 - Pages: 7
...Pilot Study: Irlen Syndrome and Irlen Treatment in the Prison Population HM Young Offender Institution Huntercombe Place Oxfordshire Introduction The Prison Service spends considerable resources on incarcerating inmates and on trying to prevent them from re-offending. There is considerable evidence to show that the percentage of inmates experience learning and/or behavioural problems is significantly above that of the general population. In addition, there is evidence that the percentage of inmates suffering from the perceptual distortions, physical symptoms, and behavioural difficulties associated with Irlen Syndrome is also significantly higher that that of the general population. This is not surprising since research shows that, although the incidence of I.S. is about 12% in the general population, the incidence of I.S. for those with learning difficulties, dyslexia, Autism, ADD, and ADHD is about 47%. If I.S. is not identified and treated, educational progress is limited and areas such as behaviour and self-esteem are affected. The links between educational failure, lack of self-esteem, and behavioural problems and with crime and incarceration have been accepted for some time. Over the past fifteen years, the link between Irlen Syndrome and these factors has been established. If Irlen Syndrome were to be appropriately treated, inmates could start to make progress in these areas. If Irlen Syndrome is left untreated, a barrier to learning and taking...
Words: 2356 - Pages: 10
...This paper will explain the ways that Teaching Strategies GOLD is a dependable, ongoing, observation-based assessment system that relies heavily on teacher and judgment as a teacher at Gigi’s Learning Academy. The data teachers collect every day by observing children in the context of meaningful experiences makes this instrument vigorous and effective. After analyzing the evidence, the teacher gathers the document of each child’s knowledge, skills, and behaviors; the teacher evaluate each child’s progress. The teacher identifies each child’s levels of development and learning at given points in time; track progress over time; and compare the child’s knowledge, skills, and behaviors with widely held expectations for children of the same age...
Words: 496 - Pages: 2
...making it difficult to contribute a link between the theory and intelligence enhancement it has on babies. Many research scientists haven’t been able to replicate the results or the results are temporary and have concluded that there is no evidence of the Mozart effect. Firstly by exploring the initial Mozart experiment conclusions can be draw regarding the Mozart effect and intellectual enhancement on babies. Secondly, through critical evaluation of research articles that were conducted to prove or disprove the theory, conclusions can be drawn regarding the Mozart effect and the degree of intellectual enhancement it has on babies. Thirdly, academic research suggests there is a scientific explanation behind the Mozart effect that provides a deeper understanding of the theory’s claims towards enhancing intelligence. There has been a lot of attention drawn to the first scientific experiment that introduced the Mozart effect. Rauscher, Shaw and Ky (1993) conducted an experiment with thirty-six college students that were tested in a paper folding spatial-reasoning task from the Stanford-Binet Intelligence Scale. The three experiment conditions were; listening to Mozart, sitting in silence and listening to a relaxation tape. Researchers found that 10 minutes of exposure to a Mozart sonata, prior to attempting abstract reasoning tests, produced a statistically significant increase in performance which was...
Words: 2114 - Pages: 9
...THE IMPACT OF EMOTIONAL ADVERTISING APPEALS ON CONSUMER IMPLICIT AND EXPLICIT MEMORY: AN ACCESSIBILITY/DIAGNOSTICITY PERSPECTIVE Patti Williams The Wharton School University of Pennsylvania May 2000 Rough working draft. Please do not quote without author’s permission. Patti Williams is Assistant Professor of Marketing at the Wharton School, University of Pennsylvania, 1400 Steinberg/Dietrich Hall, Philadelphia, PA 19104 Thanks to Carol Scott, Jennifer Aaker, Bob Bjork, Gavan Fitzsimons, Debbie MacInnis and Don Morrison for their generous donations of time and support to my dissertation research, upon which this paper is based. Special thanks to Jennifer for her insight and editing skills in creating this version of the paper. This research was funded in part by the Procter and Gamble Marketing Innovation Fund. Particular thanks to Chris Allen for his efforts in facilitating my relationship with P & G. Abstract Emotional advertisements have a substantial impact on consumer attitudes, as well as upon purchase intentions. However, research on the influence of emotional appeals on memory has been somewhat mixed, with some researchers asserting that they result in poor consumer memory, while others argue that if tested properly, they have a substantial impact. The current research addresses these mixed results by relying on an accessibility/diagnosticity framework to explore the effect of emotions on consumer implicit and explicit memory. Explicit memory performance...
Words: 16702 - Pages: 67
...Consumer Behavior Models in Tourism Analysis Study Muhannad M.A Abdallat, Ph.D. Assistant Professor Hesham El –Sayed El - Emam, Ph.D. Assistant Professor Department of Tourism and Hospitality, Faculty of Tourism and Archeology King Saud University ABSTRACT The theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as: • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behavior of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; • How consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing strategies...
Words: 8106 - Pages: 33
...babies, making it difficult to contribute a link between the theory and intelligence enhancement it has on babies. Many research scientists haven’t been able to replicate the results or the results are temporary and have concluded that there is no evidence of the Mozart effect. Firstly by exploring the initial Mozart experiment conclusions can be draw regarding the Mozart effect and intellectual enhancement on babies. Secondly, through critical evaluation of research articles that were conducted to prove or disprove the theory, conclusions can be drawn regarding the Mozart effect and the degree of intellectual enhancement it has on babies. Thirdly, academic research suggests there is a scientific explanation behind the Mozart effect that provides a deeper understanding of the theory’s claims towards enhancing intelligence. There has been a lot of attention drawn to the first scientific experiment that introduced the Mozart effect. Rauscher, Shaw and Ky (1993) conducted an experiment with thirty-six college students that were tested in a paper folding spatial-reasoning task from the Stanford-Binet Intelligence Scale. The three experiment conditions were; listening to Mozart, sitting in silence and listening to a relaxation tape. Researchers found that 10 minutes of exposure to a Mozart sonata, prior to attempting abstract reasoning tests, produced a statistically significant increase in performance which was...
Words: 2114 - Pages: 9
...I. Objectives At the end of the lesson, the students should be able to a. Discuss the Sensation and Perception b. Value the importance of Perception that allows us to act within our environment. c. Demonstrate the stimuli by help of perceptual theories. II. Subject Matter Sensation and Perception III. Materials Marker Cartolina Paper Colored Paper Pictures 35 copies of Lesson Hand-outs IV. Procedure A. Preparation Teacher’s Activity | Student’s Activity | “Good morning Class”“Let us pray first, Anyone who wants to lead the prayer?”“Thank you Ms. /Mr._____ for leading the prayer. Again, good morning!”“Ms. /Mr. Secretary may I know who are the absent for today?”"you may take your seat and please arrange your chairs""I will give you a minute to prepare yourself & do what you want before we proceed to our lesson""Okay class, sit properly and please listen attentively in our discussions." | “Good morning Ma’am”(One Student will lead the prayer)(The secretary will stand and tell who are the absentee)(the students will arrange their chair and take their seat)(the students can do anything)“yes ma’am” | B. Motivation Teacher’s Activity | Student’s Activity | "Before we start our lesson, let’s have a simple ice breaker first.""this ice breaker is called "4 pics 1 word""Do any of you know this game?""How it goes?""Thank you. You’re right. I will show 4 pictures that are related to each other and you just guess what does the pictures shows. You will...
Words: 7320 - Pages: 30
...[pic] John Sperling School of Business Course Design Guide MKT/421 Version 10 Marketing Copyright Copyright © 2009, 2008, 2005, 2004, 2003, 2001 by University of Phoenix. All rights reserved. University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries. Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation. Edited in accordance with University of Phoenix® editorial standards and practices. Course Syllabus |Course Prefix and Number: |MKT 421 | |Credits: |3 | |Course Title: |Basic Marketing | |Course Schedule: |March 10, 2010 – April 07, 2010 | |Course Location/Times/Newsgroup: ...
Words: 6431 - Pages: 26
...Consumer Behavior Models in Tourism Analysis Study Muhannad M.A Abdallat, Ph.D. Assistant Professor Hesham El –Sayed El - Emam, Ph.D. Assistant Professor Department of Tourism and Hospitality, Faculty of Tourism and Archeology King Saud University ABSTRACT The theories of consumer decision-making process assume that the consumer’s purchase decision process consists of steps through which the buyer passes in purchasing a product or service. However, this might not be the case. Not every consumer passed through all these stages when making a decision to purchase and in fact, some of the stages can be skipped depending on the type of purchases. The reasons for the study of consumer’s helps firms and organizations improve their marketing strategies by understanding issues such as: • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behavior of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; • How consumers’ motivation and decision strategies differ between products, that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing strategies...
Words: 8162 - Pages: 33