Assignment task: Use the 2 scholar academics below. Add a brief explanation on how it relates to any of the questions 1 - 6.
Keller, K. L., & Berry, J. M. (2003). The Impact of Brand Characteristics on Consumer Decision Making. Journal of Marketing Research, 40(5), 454-466.
Skinner, B. F. (1938). The Behavior of Organisms. Appleton-Century-Crofts.
1. The major project for this course is creating a marketing plan. * Provide company name, a description, and URL, if available. You need to either select a small company or small non-profit that is already in business; however, if you work for a large company and would like to focus on that then concentrate on one small part; for example, your department. This project will become part of your portfolio created in the MBA Capstone course so create it for something that can be shared (with whom you choose to share it with). For example, if you create a plan for your department and are sharing confidential information you won't want to use it later in the Capstone class.
Glazer Children's Museum (Nonprofit) located in Tampa, Florida. A children's museum that creates a learning laboratory where children play, discover, and connect with the world around them to develop as lifelong learners and leaders.
2. If consumers are being deluged by sensory overstimulation, what can a marketer do to cut through the clutter?
Marketers can cut through the clutter by focusing on creating unique and memorable messages that meets in grievance with their target audience. This can be achieved by utilizing storytelling techniques, emphasizing the benefits of the product or service, and creating an emotional connect with consumers. Research recognizes that it is increasingly important to create and deliver better customer experiences due to the high competition, growing similarity between competitive products, and increase of touch points. A great example is during COVID-19. Consumers needed to make proper adjustments in their daily lives. It's the same for marketers, adjustments were needed to marketing efforts. Using tactical marketing automation along with digital efforts to help cut through noise and delivering an extraordinary brand. (2020, AskJamieTurner).
3. Using the principles of classical conditioning or operant conditioning, design two specific marketing objectives for a specific nonprofit (provide a description and the URL if one is available).
The World Wildlife Fund support local communities maintain the natural resources that are depended on. Transforming markets and policies through sustainability. Protecting and restoring species and their environment.
Marketing Object 1: Utilizing classical conditioning to increase monthly contributions.
Objective: To increase the number of monthly contributors by 20% within a year by connecting contributions with positive emotions and a sense of accomplishment.
Strategy:
1. Identify the Unconditioned Stimulus: Positives feelings and fulfillment from helping endangered species and protecting the environment.
2. Identify the Conditioned Stimulus: Monthly contribution request and confirmation messages.
3. Association Development: - Develop visually attractive and emotionally charged campaigns that point out success stories of endangered species that were saved and ecosystem restored that was impacted by contributions.
- Send a customized email or video showing appreciation from WWF representatives or the local communities that have benefited from the contributions.
- Consistent updates reflecting the impact of contributions. Expressed through videos, showing the rescued species being released into the wild and environment.
Marketing Object 2: Utilizing Operant Conditioning to encourage volunteer involvement.
Objective: To increase volunteer involvement by 20% over 6 months through structured reward approach.
Strategy:
1. Ideal behavior: Increase volunteer sign ups and involvement through conservation activities.
2. Positive Reinforcement: Implement a reward system program for volunteers to earn points based on hours of services provided. These points will be exchange within WWF for merchandise, discounts, or special event which include guided tours and conservation areas. Also, featuring volunteers through social media and WWF website. Highlighting the volunteer's individual contribution.
3. Variable-Ratio Reinforcement: Initiate at random surprise rewards for volunteers. This will keep volunteers motivated and engaged. Unpredictable reinforcement schedule can encourage continuous volunteering due to the expectation of rewards.
With effectively utilizing classical conditioning and operant conditioning principles helps create a positive emotional connection with potential contributors and encourage repeat contributors.
4. What should ads say to help brands make the first (non-compensatory) cut in decision making to be included in a consumer's consideration set? What should ads say to help a brand be chosen, once in the set?
To make the first cut, ads should focus on emphasizing the unique benefits and value proposition of the brand. Which can be accomplished by outlining key features, competitive advantage, and the brands mission and values. To be chosen in the consideration set, ads should focus on creating an emotional connection with their consumers. Which can be accomplished by utilizing storytelling techniques, emphasizing the human impact of the brands products or services, and the brands mission and values.
5. How might you obtain data to segment visitors to your city's public parks, by day of week and time of day? What would you expect to find?
To obtain data on visitors to your city's public parks, you could use camera surveillance, surveys, and mobile app. Camera surveillance, installing cameras throughout the park to capture images of visitors. Surveys, conducting surveys with visitors to collect information regarding their demographics, preferences. Mobile App, developing a mobile app which traces visitor movements and activates within the park. By examining the data, you would expect to find patterns in visitors; peak hours and days, demographics, and activities.
6. Who do you suppose is the ideal customer segment to target for donations to each of the following: a) American Cancer Society, b) Bellevue University, c) World Relief Funds?
American Cancer Society - The ideal customer segment to target for donations might be individuals that have been afflicted by cancer. For instance; survivors, caregivers, and/or family members of those who have passed away from cancer.
Bellevue University - The ideal customer segment to target for donations might be alumni who have benefited from Bellevue Universities program and services.
World Relief Funds - The ideal customer segment to target for donations might be individuals who have been affected by disasters or humanitarian crisis. For instance; individuals who have lost homes or livelihoods due to natural disaster.
References:
AskJamieTurner. (2020/10/30/). The 60 Second Marketer: The Secret Weapon Some Marketers are Using to Cut Through Digital Clutter During the Pandemic. Newstex.