Answers to Questions Table of Contents 3 A. ASPCA 3 B. Organic Eggs 3 C. Oreos 3 2. 4 3. 5 A. Target Market 5 B. Marketing Mix 6 Works Cited 91. A. ASPCA A vegan who is popular and who has a pronounced affinity to animal rights may be a good spokesperson for the American Society for the Prevention of Cruelty to Animals or ASPCA. One such vegan would be Jared Leto. A vegan would treat all animals as friends and are natural spokespersons for animal rights. On the other hand, an endorser for McDonald’s, that sells primarily animal products, such as Lebron James, would not be a good spokesperson for the ASPCA (The American Society for the Prevention of Cruelty to Animals).
B. Organic Eggs Vegans on the other hand, such as Jared Leto, would be inappropriate spokespersons for organic eggs, nor would someone who espouses unhealthy lifestyles, such as people who endorse alcohol. On the other hand, a person who is mindful of her body and takes care of it, and who has a generally wholesome image, would be a good spokesperson for organic eggs.
Taylor Swift would be a good spokesperson for organic eggs (Rogers). C. Oreos A popular figure in mass media who has a good image with kids, such as Kevin Durant, would be a good spokesperson for Oreos. On the other hand, someone who is also popular but has a more spicy, adult image, such as Nicki Minaj, would not be a good spokesperson for Oreos (NickiMinajVEVO). 2. When I go to a bar to get a beer, usually I don’t think twice about the brand and either go with what the bartender offers, or I order the usual brand that I get.
This is a purchase making use of nominal decision making. The reason I employ this kind of decision making is that there is little by way of processing that I need to do in order to make a selection. I am guided by past choices and my experience with those past choices. It is a low-engagement activity that is almost decided on automatically, and the business at hand is not to choose the beer but rather to go on and socialize, take in the sights, listen to the music, or just to relax and not think about anything at that time (Brandl).
On the other hand, when I went to the grocery to buy a deodorant, I made use of limited decision making in that I made some comparisons in terms of the features of the products versus the price, and compared some new options with my traditional buy. I ended up getting a new product that promised longer sweat protection at the same price, and that act of comparison within that span in the store is what made up the limited decision making process (Brandl).
Meanwhile, when I bought my smartphone, I undertook detailed comparisons and research, and read up on the available reviews and user feedback, prior to making a purchase decision. This process took more than two weeks in all, and took into consideration too my fairly complicated requirements and needs for a smartphone. I compared cameras, battery life, apps, and durability, among others. This makes this purchase one that was guided by an extended decision making process (Brandl).
3. A. Target Market 1. Culture Millennials have their own way of going through the world, and they are said to have their own sets of values and their own culture that are separate and distinct from the culture of the baby boomers and the Gen Xers and those that came just before them. There are aspects of this culture that are being reported in the mainstream media, such as their choices in technology, their choices in terms of social media, their lifestyle choices in terms of purchasing experiences over things, what they study, where they live, what they read, where they go for vacations (Solomon).
2. Demographics Millennials are characterized by the age group or generation, and among this group of millennials the target market is further refined in terms of socio-economic status, gender, educational attainment, and geographic location. The target market for this product is made up of millennials who have at least a college degree, who live in cities and who make at least $40,000 dollars a year (MarketingCharts Staff).
3. Household Lifestyle Looking at the household lifestyle of the target market, they aspire for entry into middle class lifestyles, are mostly single for the most part, with the marriage rate at just 21 percent; 20 percent of all same sex couples in households are millennial couples; and 67 percent are born in the United States. Millennial households are concentrated in key urban centers, including Austin, Salt Lake, San Diego, Los Angeles and Denver (Solomon; MarketingCharts Staff). 4. Lifestyle Aspects of the lifestyle of millennials who meet the qualifications for inclusion in the target market include preferences in terms of eating out, technology, spending for experiences over things, and high levels of education translating to a greater propensity for cultural consumption.
These aspects of lifestyle are opposed to, or in contrast to, the more materialistic lifestyle choices of previous generations, and reflect a preference for non-material experiences, culture and education among members of the target market in comparison to the general population and to previous generations. (Solomon; MarketingCharts Staff). B. Marketing Mix 1. Product The product is a hotel chain across the United States that caters to the special needs, interests and passions of the target market of millennials who have at least a college degree, and who make at least $40,000 dollars per annum.
This hotel chain will have affiliates in different geographies around the world, and the emphasis of the hotel is on experiences, and taking away the problem of accommodation in foreign places and in other parts of the United States, so that the target market can concentrate on experiences and adventures. There is an emphasis on cultural aspects of places, learning, the cultivation of friendships, popular culture, books, and culture in general.
The hotel chain will focus on these aspects and also highlight aspects of efficiency, fair pricing, cleanliness, no frills, and good food (Solomon; MarketingCharts Staff). 2. Price Pricing will be in line with the no-frills, value for money positioning of the hotel chain, and pricing moreover will be benchmarked to be in the lower 50 percent of prices for hotel accommodations in different geographies. The pricing moreover will be dynamic and responsive to daily changes in prices in different locations, and will strive to achieve parity with the best mid-market hotel chains in America and in other places around the world where the hotel chain shall have either direct presence of affiliate presence (Solomon; MarketingCharts Staff).
3. Place As discussed above the hotel chain shall have presence in all of the major urban areas in America where millennials are most heavily concentrated. Moreover, the hotel chain shall also be located in those most visited foreign places by this target market, either as a direct operator of hotels in those places, or via affiliations that are strictly screened for quality and for compatibility with company culture and what the product attributes of the hotel chain are, as discussed in the product aspect of the marketing mix above (Solomon; MarketingCharts Staff). 4.
Promotion Social media and word of mouth shall be the primary modes of promotion, relying on the social media platforms that the target market are using most intensively, alongside support promotional activities in other, less heavily-used social media platforms. The idea is to meet the target market millennials where they are, and in the social media and online places where they gather and interact, and there engage them in meaningful promotional activities geared towards letting them know and get a taste of the kinds of delights that the hotel chain has in store for them.
The further idea is to engage them in ways that are meaningful to them, and in ways that highlight the experiential and cultural values that are dear to this target market (Solomon; MarketingCharts Staff). Works Cited Brandl, Jim. “Decision Making Processes”. Consumers Behaving Badly.
2007. Web. 14 April 2015. MarketingCharts Staff. “”Demographic Stats About US Millennials”. MarketingCharts. com. 2014. Web. 17 April 2015. NickiMinajVEVO. “Anaconda”. YouTube. 2014. Web. 17 April 2015. Rogers, Christopher. “Taylor Swift Disses Rihanna, Miley Cyrus & More: I Have No Role Models”. Hollywood Life. 14 November 2014. Web. 17 April 2015. Solomon, Micah. “|2015 Is The Year Of The Millennial Customer: 5 Key Traits These 80 Million Consumers Share”. Forbes. 2015. Web. 17 April 2015. The American Society for the Prevention of Cruelty to Animals. “Homepage”. ASPCA. org. 2015. Web. 17 April 2015