HJohnson GB534 Unit 1 Assignment
.docx
keyboard_arrow_up
School
Oakland University *
*We aren’t endorsed by this school
Course
GB530
Subject
Business
Date
May 12, 2024
Type
docx
Pages
7
Uploaded by GeneralUniverse1471 on coursehero.com
1
Unit 1 Assignment: Situational Influences
Heavenly Johnson
School of Business, Purdue University Global
GB534 Consumer Behavior
Dr. Nazly Nardi
04/09/2024
2
Unit 1 Assignment: Situational Influences
Pop Secret is an American brand of popcorn that has delighted snack enthusiasts for decades. The brand was first launched in January 1986, manufactured by General Mills. Now it is owned and marketed by Snyder's-Lance, a subsidiary of Campbell Soup Company since 2017. Pop Secret is known for its big, fluffy kernels that closely resemble the popcorn found at a movie theater. When it comes to butter flavor, Pop Secret strikes a balance—strong enough to evoke that classic movie theater taste, yet not overwhelming or artificial. It’s a satisfying snack for consumer’s binge-watching sessions.
Marketing Strategy and Situational Influences
External factors that affect a person's behavior, decisions, and decision-making within a particular context or circumstance are referred to as situational influences. On the other hand, situational qualities are innate aspects of a circumstance that affect actions and results. These are transient circumstances that affect how purchasers act. Therefore, marketers can exert control over these aspects by comprehending situational
influences. Marketers can adeptly utilize contextual factors to mold consumer behavior and improve their marketing approaches. Four Types of Situations
Marketing strategies and consumer behavior are significantly influenced by the circumstances in which individuals receive messages from advertisements. These situational impacts are variables that, though they only have a transient effect, alter a consumer's behavior depending on a specific time and location. Businesses stand a
3
greater likelihood of convincing customers to buy their products if they can capitalize on those tendencies.
Communications Situations
One example of receptive communications situations is a family gathers in the living room, ready for a movie night. In this situation they are likely to be receptive because during movie nights, viewers are open to indulging in comfort foods. Another example would be a teenager who wears braces watching tv and a Pop Secret commercial comes on. The teen would not care to pay attention to the ads since it is a food they cannot eat. Lastly, undergrad college students standing in line at a bustling movie theater while the aroma of freshly popped popcorn wafts through the air. In this situation moviegoers are primed for indulgence. They’re in a leisurely mindset, seeking treats to enhance their cinematic experience.
Purchase Situations
Examples of optimal purchase situations would be hosting a cozy movie night at home with friends or family. Everyone gathers on the couch, ready to enjoy a film together.
In this scenario, buying a box of Pop Secret microwave popcorn makes perfect
sense.
The convenience of microwave popcorn allows you to quickly pop a bag, enjoy, and it’s ideal for sharing. Next example would be a college student is studying for exams and needs a quick pick-me-up snack during afternoon slump. Pop Secret’s single-serving bad has a convenient portion that satisfies one’s craving without overindulging. Lastly, would be health-conscious people who want a salty snack without
feeling guilty of all the calories. Consumers can opt for air-popped popcorn or make their own popcorn at home using whole-grain kernels and a touch of olive oil.
Your preview ends here
Eager to read complete document? Join bartleby learn and gain access to the full version
- Access to all documents
- Unlimited textbook solutions
- 24/7 expert homework help
Related Questions
Problem 1: Identify three product or service categories other than books, video, and music where the “Long Tail” appears to be an important factor online. For each of your examples. point out which of Anderson’s causal factors seem to be important. Problem 2: Brynjolfsson et. al.’s model of consumer surplus provides a quantitative measure of the value of the Long Tail. Outline a method, and the kind of data that you would want, in order to apply this model to one of your examples in part 1. Problem 3: Still using the Brynjolfsson model, are there any scenarios where increasing the online product assortment might actually reduce surplus? The Long Tail, Chris Anderson, (2006), “Ch. 1: The Long Tail,â€Â pp. 15-26.  “Ch. 3: A Short History of the Long Tail,†pp. 41-51, “Ch. 4: The Three Forces of…
arrow_forward
“Altoids, the “curiously strong” peppermint, has evoked its British heritage since its introduction in the United States in 1918. The mint's original recipe dates back to the reign of King George III (r. 1760–1820). Wrigley (now part of Mars) bought the brand for $1.46 billion in 2004. In the U.S. market, Altoids' market share had slumped from 24.3 percent in 2003 to 20.6 percent in November 2005. In late 2005, Wrigley announced plans to shut down the Altoids factory in Wales and shift production to Tennessee. Some observers worried that the move could be risky because a similar initiative damaged the image of the Löwenbräu beer brand in the 1970s. Wrigley disputed that this would also happen to Altoids. Do you agree? Is this a wise move? Why or why not?”
arrow_forward
An automobile manufacturer observes the demand for its brand increasing as per capita income increases. Sales increases also follow low interest rates, which ease credit conditions. Buyer purchase behavior is seen to be dependent on age and gender. Other factors influencing sales appear to fluctuate almost randomly (competitor advertising, competitor dealer discounts, introductions of new competitive models).a) If sales and per capita income are positively related, classify all variables as dependent, independent, moderating, extraneous, or intervening.b) Comment on the utility of a model based on the hypothesis.
arrow_forward
Define the following in your own words
Sustainability
Profitability
Sales report
Coronavirus disease (COVID-19
arrow_forward
TOPIC: The great gap in vaccination
In your discussion emphasize: a) description and role of the assigned issue/topic, b) why political (role and nature of decision of the assigned issue/topic) driver of globalization (that is ending the pandemic and improving the economy)? c) identify 2 advantages and 2 disadvantages (of the issue/topic as a driver of globalization).
arrow_forward
Define the purpose and the research problem statement for ‘What the opinions of consumers on a 10 percent reduction in weight, with the price remaining the same, of “Snackers” chocolate bars?’
arrow_forward
What is A3 Problem solving approach and its objectives?
arrow_forward
Keller Williams Realty Inc. (KW)
In 2018, Gary Keller the co-founder and CEO of KW announced that the company would change from a real estate company to become a technology company that specializes in real estate. To drive value for agents, KW has collaborated with leading technology companies such as Google, DocuSign, and Nextdoor. In the wake of Covid-19, KW has also teamed up with Facebook to train agents on best practices associated with virtual home tours.
Question:
What are the possible reasons for Keller Williams to seek collaborations with leading technology companies?
arrow_forward
How does an organization become sustainable using SR and HM?
arrow_forward
The table below shows the percentage of buyers of the three categories sweets, soft drinks and snacks that are solely loyal. The table also shows the category-buying rate of these 100% loyal buyers compared with the category-buying rate of the other buyers of these categories. What does this table reveal about solely loyal buyers? What are the implications to marketing managers?
arrow_forward
According to the theory of planned behavior (TPB), consumers' attitudes will predict
their behavior, so long as three conditions are met. What are those conditions?
low perceived control, high specificity, high normative influence
high perceived control, low specificity, high normative influence
high perceived control, high specificity, low normative influence
low perceived control, low specificity, low normative influence
The primary method of employing good-better-best (GBB) pricing to a category of
products is via .
O feature differentiation
liking by similarity
social movement marketing
priming emotions
arrow_forward
A health group wants to identify consumers who: once went to a competing primary care group but left that group, have at least one child, and live in the primary service area of the town’s hospital. Write the questions to target this population and suggest the best method for getting this information. There are several questions that could help target this population.
arrow_forward
a)Name the major factors that could influence buying decisions involving a luxury leather bag purchase. What do you know about the Bijan handbags? Who would buy a Bijan handbags when there is LV or Prada bags around?
b)Describe the types of buying behaviour when purchasing a luxury leather bag.
c)Describe the buying decision process of purchasing an LV leather bag.
arrow_forward
Consider the following scenario:
As the marketing manager at Tesla your main responsibility is to launch the new Tesla x
compact SUV model...a completely new electric model item in the Tesla product line. History
suggests that having prospects test drive the vehicle enhance the probability of the sale.
However, you want to encourage prospects to register and reserve a chance to complete a
test drive at the Tesla dealerships.
Determine the campaign objectives and aligning KPIs
Campaign objective
Aligning KPI
arrow_forward
Postee Bakery Foods has recently expanded from the United States into the South American market. To aid this transition, the company has implemented database marketing to track customers’ spending habits and discern patterns
Postee’s website lists all of its products, offers online purchases, and allows customers to register and fill out surveys about the products to enter to win prizes.Postee also advertises in newspapers and with television commercials.
Ashish, director of marketing at Postee, believes that the company’s traditional U.S.summer advertising campaign, which runs during the month of July and focuses on newspapers and commercials, will be an effective use of advertising resources in the new South American market.
Which of the following questions could Ashish most likely answer objectively?
A) What percentage of South American users who register on Postee’s website eventually make an online purchase with Postee?
B) How many purchases that were completed after this…
arrow_forward
Describe the current target market. for Cucumber-Ginger Flavoured Water?
arrow_forward
Belbin Beverages Ltd flagship product, a honey flavoured beer targeted to women in the agebracket 21 to 40 has been experiencing slow sales over the past year. However, Belbin’s otherbeer products have continued to perform well. Your task is to conduct marketing research todetermine whether the product should be continued.You must write a report about the marketing research process and your findings.Your report should include:2. An analysis of the data presented graphically (use fictitious/self created data)3. A presentation of the findings and conclusion
arrow_forward
Dalina forgot her golf glove, so she bought the brand that was sold in the pro shop before her match. Which type of consumer problem solving did Dalina use?
arrow_forward
What is the answer is correctABCD
?
arrow_forward
How does the accuracy of prediction markets compare to public opinion polls?
Prediction markets' accuracy varies widely,
They both are equally accurate.
Prediction markets provide less accurate forecasts
Prediction markets provide more accurate forecasts.
arrow_forward
An investigation on parental involvement in their children's education influences their academic performance at Charlton Primary in Jamaica.
Please state a research problem and 5 research questions.
arrow_forward
Jane employs ambush marketing to help her determine which individuals or organizations are most likely to use the products of her electronic company.
Select one:
True
False
arrow_forward
Discuss the benefits for those company whose has BCM towards Covid-19 incident.
arrow_forward
Design a strategic marketing plan that tactically applies the use of the 7Ps and includes measures for monitoring and evaluation to achieve overall marketing objectives
arrow_forward
The effects of social media marketing on customer satisfaction at KFC St. Vincent LtdObjectives: To conduct a critical analysis of the- The impact of social media marketing on customer satisfaction at KFC St. Vincent.- Analyze the advantages and disadvantages associated with the application of social media marketing.- Make recommendations aimed at assisting KFC St. Vincent Ltd in leveraging social media marketing strategies to boost customer satisfaction.Statement of the problem: The COVID-19 epidemic has posed several issues that have had an impact on customer satisfaction. In the contemporary era of digitalization, it is vital to comprehend the profound influence of social media on customer satisfaction.The Significance of the Research: In the current business environment, this research aims to investigate the potential impact of intensifying marketing efforts on social media platforms on KFC consumer satisfaction, acquiring customers, and overall business…
arrow_forward
Explain the concept of predictive analytics in CRM and its potential benefits for sales and marketing.
arrow_forward
How might the demand for Association, Corporate and SMERF meeting markets in the hotel might change after the Covid-19 Pandemic?
arrow_forward
Belbin Beverages Ltd flagship product, a honey flavoured beer targeted to women in the age bracket 21 to 40 have been experiencing slow sales over the past year. However, Belbin’s other beer products have continued to perform well. Your task is to conduct marketing research todetermine whether the product should be continued.You must write a report about the marketing research process and your findings.Your report should include:1. A definition of the problem and one research objective2. A descriptive research survey approach. This includesa. Objectives of the survey ( define at most three objectives)b. Details about the Survey approachc. A questionnaire (with at least 10 questions) that links to the research objectived. How the survey was administered (be specific regarding the amount of workers involved, the place/s and time/s)2. An analysis of the data presented graphically (use fictitious/self created data) 3. A presentation of the findings and conclusion
arrow_forward
Less than 250 words.
Discuss the types of decisions related to each element of the marketing program for delivering a value proposition and positioning it correctly in the minds of the target customer.
arrow_forward
V
C CSePub - Electronic Publishing For Professors - Create eBooks
1
Q
p
@2
W
Download
S
Your Profile | 16 Personalities
D2L Trademark Infringement: Models by Mus
the advertisements are only seen by older professors and astronomers with interests and expertise in this field
who can confirm these models' accuracy and realism.
The term "Musk" is often used to describe scents of male cologne and deodorants. In 2017, Prometheus began to
sell high-end cologne to be used by models in photo shoots and exclusive fashion weeks worldwide. A trademark
search performed by Prometheus did not turn up the mark Models by Musk. Prometheus then began selling their
newest cologne, Musk for Models, in a black box with the mark on the box in pixelated white lettering. Underneath
the mark on the box, Prometheus' slogan for its newest scent was also printed in a white pixelated font and read
"Out of this World." On the bottom of the box, Prometheus provided information explaining the purpose of the
scent for…
arrow_forward
A retail company wants to analyse the effectiveness of its recent marketing campaign in
driving customer engagement and sales. They have collected data on customer interactions,
website traffic, and sales for the past three months. The objective is to determine the impact
of the marketing campaign on customer engagement and sales and provide actionable
insights for future marketing efforts.
A) How do you think the marketing campaign impacted customer engagement based on
the data analysis?
b) Which customer segment showed the highest increase in sales during the campaign
period, and what factors might have contributed to this?
C) What specific insights or trends did you identify in the data that can help the company
improve its marketing strategies?
d) If you oversaw the marketing campaign, what changes or adjustments would you make
based on the data analysis results?
e) How can the company leverage the findings from this analysis to enhance its future
marketing efforts and increase…
arrow_forward
SEE MORE QUESTIONS
Recommended textbooks for you
BUSN 11 Introduction to Business Student Edition
Business
ISBN:9781337407137
Author:Kelly
Publisher:Cengage Learning
Essentials of Business Communication (MindTap Cou...
Business
ISBN:9781337386494
Author:Mary Ellen Guffey, Dana Loewy
Publisher:Cengage Learning
Accounting Information Systems (14th Edition)
Business
ISBN:9780134474021
Author:Marshall B. Romney, Paul J. Steinbart
Publisher:PEARSON
International Business: Competing in the Global M...
Business
ISBN:9781259929441
Author:Charles W. L. Hill Dr, G. Tomas M. Hult
Publisher:McGraw-Hill Education
Related Questions
- Problem 1: Identify three product or service categories other than books, video, and music where the “Long Tail” appears to be an important factor online. For each of your examples. point out which of Anderson’s causal factors seem to be important. Problem 2: Brynjolfsson et. al.’s model of consumer surplus provides a quantitative measure of the value of the Long Tail. Outline a method, and the kind of data that you would want, in order to apply this model to one of your examples in part 1. Problem 3: Still using the Brynjolfsson model, are there any scenarios where increasing the online product assortment might actually reduce surplus? The Long Tail, Chris Anderson, (2006), “Ch. 1: The Long Tail,â€Â pp. 15-26.  “Ch. 3: A Short History of the Long Tail,†pp. 41-51, “Ch. 4: The Three Forces of…arrow_forward“Altoids, the “curiously strong” peppermint, has evoked its British heritage since its introduction in the United States in 1918. The mint's original recipe dates back to the reign of King George III (r. 1760–1820). Wrigley (now part of Mars) bought the brand for $1.46 billion in 2004. In the U.S. market, Altoids' market share had slumped from 24.3 percent in 2003 to 20.6 percent in November 2005. In late 2005, Wrigley announced plans to shut down the Altoids factory in Wales and shift production to Tennessee. Some observers worried that the move could be risky because a similar initiative damaged the image of the Löwenbräu beer brand in the 1970s. Wrigley disputed that this would also happen to Altoids. Do you agree? Is this a wise move? Why or why not?”arrow_forwardAn automobile manufacturer observes the demand for its brand increasing as per capita income increases. Sales increases also follow low interest rates, which ease credit conditions. Buyer purchase behavior is seen to be dependent on age and gender. Other factors influencing sales appear to fluctuate almost randomly (competitor advertising, competitor dealer discounts, introductions of new competitive models).a) If sales and per capita income are positively related, classify all variables as dependent, independent, moderating, extraneous, or intervening.b) Comment on the utility of a model based on the hypothesis.arrow_forward
- Define the following in your own words Sustainability Profitability Sales report Coronavirus disease (COVID-19arrow_forwardTOPIC: The great gap in vaccination In your discussion emphasize: a) description and role of the assigned issue/topic, b) why political (role and nature of decision of the assigned issue/topic) driver of globalization (that is ending the pandemic and improving the economy)? c) identify 2 advantages and 2 disadvantages (of the issue/topic as a driver of globalization).arrow_forwardDefine the purpose and the research problem statement for ‘What the opinions of consumers on a 10 percent reduction in weight, with the price remaining the same, of “Snackers” chocolate bars?’arrow_forward
- What is A3 Problem solving approach and its objectives?arrow_forwardKeller Williams Realty Inc. (KW) In 2018, Gary Keller the co-founder and CEO of KW announced that the company would change from a real estate company to become a technology company that specializes in real estate. To drive value for agents, KW has collaborated with leading technology companies such as Google, DocuSign, and Nextdoor. In the wake of Covid-19, KW has also teamed up with Facebook to train agents on best practices associated with virtual home tours. Question: What are the possible reasons for Keller Williams to seek collaborations with leading technology companies?arrow_forwardHow does an organization become sustainable using SR and HM?arrow_forward
- The table below shows the percentage of buyers of the three categories sweets, soft drinks and snacks that are solely loyal. The table also shows the category-buying rate of these 100% loyal buyers compared with the category-buying rate of the other buyers of these categories. What does this table reveal about solely loyal buyers? What are the implications to marketing managers?arrow_forwardAccording to the theory of planned behavior (TPB), consumers' attitudes will predict their behavior, so long as three conditions are met. What are those conditions? low perceived control, high specificity, high normative influence high perceived control, low specificity, high normative influence high perceived control, high specificity, low normative influence low perceived control, low specificity, low normative influence The primary method of employing good-better-best (GBB) pricing to a category of products is via . O feature differentiation liking by similarity social movement marketing priming emotionsarrow_forwardA health group wants to identify consumers who: once went to a competing primary care group but left that group, have at least one child, and live in the primary service area of the town’s hospital. Write the questions to target this population and suggest the best method for getting this information. There are several questions that could help target this population.arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
- BUSN 11 Introduction to Business Student EditionBusinessISBN:9781337407137Author:KellyPublisher:Cengage LearningEssentials of Business Communication (MindTap Cou...BusinessISBN:9781337386494Author:Mary Ellen Guffey, Dana LoewyPublisher:Cengage LearningAccounting Information Systems (14th Edition)BusinessISBN:9780134474021Author:Marshall B. Romney, Paul J. SteinbartPublisher:PEARSON
- International Business: Competing in the Global M...BusinessISBN:9781259929441Author:Charles W. L. Hill Dr, G. Tomas M. HultPublisher:McGraw-Hill Education
BUSN 11 Introduction to Business Student Edition
Business
ISBN:9781337407137
Author:Kelly
Publisher:Cengage Learning
Essentials of Business Communication (MindTap Cou...
Business
ISBN:9781337386494
Author:Mary Ellen Guffey, Dana Loewy
Publisher:Cengage Learning
Accounting Information Systems (14th Edition)
Business
ISBN:9780134474021
Author:Marshall B. Romney, Paul J. Steinbart
Publisher:PEARSON
International Business: Competing in the Global M...
Business
ISBN:9781259929441
Author:Charles W. L. Hill Dr, G. Tomas M. Hult
Publisher:McGraw-Hill Education