How can marketers use consumers’ failures at achieving goals in developing promotional appeals for specific products and services? Give examples.
Marketers can use consumers’ failures at achieving goals in developing promotional appeals for specific products and services by setting a goal with their product. If the product meets or exceeds the goal then consumers will be more likely to buy the product again. “Consumers often regard mediocre products with greater satisfaction than is really warranted if the products’ performance exceeds their expectations.” (Schiffman & Wisenblit, 2015, pg. 59). By setting this goal that should be able to be obtained by the product, marketing will have successfully created a feeling of accomplishment for the consumer. An example of this is Huggies Pull-Ups. Parents become embarrassed if they fail to potty train their child. It is far less embarrassing if the child is wearing a Huggie Pull-Up because they can easily take it off and throw it away without the child’s pants becoming messy. Huggies is using the difficulties and failures that parents often face when trying to potty train their child. Another example is weight loss companies or gyms. At the beginning of every year, the most popular New Year’s resolution to start working out and lose that excess weight. Gyms and weight loss companies use the failures from the past year of not staying in shape to their benefit. It is stated that “More people join gyms in January than any other month… after they go AWOL, millions of dropouts still continue to pay their monthly gym bills.” (Preston, 2010). Gyms are able to use failures every year with the consumers hope that they will be able to shed those few extra pounds.
Contrast the major ch...
... middle of paper ...
...igned and collected for the purpose of a current research problem. Secondary research is existing information that was originally gathered for a research purpose other than the present research. (Schiffman & Wisenblit, 2015). Secondary data may make primary research unnecessary if it can answer the question in part or in full. “One situation on when market research is unnecessary is when there is easy or even free access available to authentic and reliable secondary data sources.” (Scheid, 2010). If there is secondary research that is free or answers part of the question or the entire question, it would be unnecessary to spend the time and resources on doing primary research. Some examples of major sources of secondary data are government agencies, periodicals, newspapers or books. A lot of these can be easily accessible from libraries and are from reliable sources.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- There are two dichotomous problems facing the American economy today. First, how do we stop home foreclosures and, ultimately, loan failures in the country as a whole. Second, how do we encourage the flow of money from the banking industry to the public in order to enable free and aggressive economic growth through spending. It is clear the American economy has grown faster than the individual citizens can pay for. Without the utilization of consumer and industrial credit, continued economic growth will be, at best, slowed and, at worst, entirely stymied.... [tags: Foreclosures, Loan Failures, economy, USA, credit,]
2491 words (7.1 pages)
- The use of genetically modified organisms in food production has come to be a subject that seemingly everyone knows about. The unfortunate truth is that while the topic itself is a popular one, very few people appear to be truly educated on what genetically modified organisms are, or how the use of them in food production is affecting consumers. This issue is often pushed to the side because its consequences are not as obvious or immediate as other modern-day issues. However, education and alternatives regarding genetically modified organisms in food products are crucial to the health of consumers everywhere.... [tags: food, production, consumers, solution, health]
973 words (2.8 pages)
- It is another Sunday in America and a great number of football enthusiasts are turning on their televisions to get a glimpse of the action. Similarly on any given Saturday night many Canadian’s will hear the classic “Da dun da duh” that is the Hockey Night in Canada theme song. Regardless of the specific sporting event, almost every day of the week is occupied by some type of sporting event. These sporting events are broadcast to people via a multitude of techniques such as: over the radio waves, projected onto large TV screens, as well many individuals choose to go to the actual event.... [tags: advertising, commercials, consumer products]
3019 words (8.6 pages)
- Market failures can stem from externalities that cause the market to not be at equilibrium, thus causing harm or less benefit to society and the environment as a whole, however, this can be corrected by government involvement. There are negative and positive externalities that exist outside of market transactions that can have effects on third parties not directly involved in the consumption or production of the good (Market failures and externalities. (n.d.)). These externalities affect the optimum level of equilibrium, consequently causing market failures.... [tags: Externality, Market failure, Social cost]
948 words (2.7 pages)
Emergence of the New Digital Consumer: A Study towards the Online Purchase Intention of the Mauritian Consumers
- Emergence of the New Digital Consumer: A Study towards the Online Purchase Intention of the Mauritian Consumers. 1. Introduction The introduction of the 2.0 web by Darcy DiNucci in the early twenty century, with its popularisation by Tim O’Reilly in the late 2004 , has expanded up the way traditional consumers were involved in the decision making on purchase intention (Al Quintana, 2012). Today’s consumers are more connected than ever, with more access to and deeper engagement with web contents due to the proliferation of digital devices and platform (Nielsen, 2013).... [tags: traditional consumers, decision making]
950 words (2.7 pages)
- Children As Consumers With Television As Their Guide We live in a society made up of corporations and consumers, where advertising becomes a second language, and television jingles become our theme songs. From a very early age, children are exposed to advertisements promoting toys or foods that they view as necessities. Some countries are working to ban advertisements targeting children, as their well-being is seen to be at risk. In a country that is as corporate driven as America, protecting children from these "harms" would only put them at risk when they grow into adults.... [tags: Advertising, Consumer protection, Jingle]
1238 words (3.5 pages)
- Markets have been set up over time to resolve conflict through economic transactions, but actors do not always see the maximum outcome (Datta-Chaudhuri). The failure to find the maximum outcome in a free market is called a market failure, and it results in a lower total welfare than what is socially optimum. Thus, government intervention must be taken to seek social equilibrium. The current education market experiences two market failures – one through which education is a merit good, and one through which there is incomplete information.... [tags: Externality, Market failure, Iowa]
803 words (2.3 pages)
- In order to effectively analyze potential trends of electric vehicle use by consumers in the state of Kansas, we must first understand the technology. What are its advantages that could be appealing to potential consumers. What are its disadvantages. Understanding the technological strengths and limitations of current options in the market will help us arrive at a better conclusion when we compare with consumer needs and preferences. Electric vehicles have several advantages that have gained a lot of attention across the country.... [tags: Internal combustion engine, Electric vehicle]
728 words (2.1 pages)
- “Most environmental and natural resource problems arise because of market failure, therefore solving these problems could be easily achieved through the appropriate extension of markets.” Critically evaluate this statement with reference to specific examples of pollution, natural resources and environmental public goods. The market represents a decentralized exchange mechanism that allows society to allocate resources efficiently. (National Oceanic and Atmospheric Administration, 2011) An example of a perfect market for the supply and demand for oysters is shown in Figure 1.... [tags: Protecting the Environment]
931 words (2.7 pages)
- The Failure of the Global South in Achieving Economic Growth 'The law of the strongest is often the only law' This is one of the many factors highlighted by the Fair Trade Organisation. The fair trade organisation is one of the components that help to explain the economic split between the global north and south. Other components such as corporate responsibility, globalisation or Americanisation and capitalism are also all components that can help to asses how much involvement the west have for the economic split between the global north and south.... [tags: Papers]
2283 words (6.5 pages)