Two successful companies, Walmart and Scholarship America, developed a similar website structure to gain online support for two independent objectives. Walmart, a for profit company, boasts low prices, quality goods, convenient hours, and global shopping for millions of customers searching to fulfill several of their unlimited wants and needs. Walmart’s website creates excitement in its consumers by featuring images of Walmart’s affordable high quality products. Scholarship America, a non-profit company, differentiates itself from Walmart by targeting college bound students who are in desperate need of financial aid to support their college tuition. Scholarship America executives created their website to represent their company with success and benevolence. Furthermore, these company websites create excitement and urgency to persuade the viewers to either shop at Walmart or donate to Scholarship America. Executives of Walmart and Scholarship America tailored their websites to maximize the influence the site had on viewers. Walmart’s website overloads its customers with information on Walmart’s various housing accessories, gift cards, toys, clothing, electronics, groceries, and other quality products. The website is composed of departments, retail prices, and featured goods on sale. Walmart’s simplification of its website helps customers find exactly what they customer need so they can quickly compare prices with Walmart’s competitors. By verifying Walmart’s low prices, the customers are confident about Walmart’s bargains. Conversely, Scholarship America, a non-profit financial aid company, reveals a successful history of making college affordable for millions of college students. Consequently, Scholarship America positions its suc...
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...he money to the deprived college bound students. The combination of urgency and value effectively persuades customers to react to a company’s business proposal. If a company stresses urgency to its customers to buy a product then that company can increase their sales by creating a higher demand over a given time period for a special product or service. However, Walmart and Scholarship America have proven how urgency is contingent on reputation. Walmart and Scholarship America executives successfully manufactured their sites to communicate to their customers how low prices and financial aid enriches society. Customers respond to websites that clearly convey valuable messages for society. Ultimately, urgency is a robust strategy, which induces customers to react and buy the high quality products that rapidly appear and fade on the monitors while exploring the website.
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
In the essay, “College Consumerism Run Amok” authored by Kevin Carey describe how colleges are careless with their money. Throughout the essay, Kevin Carey explains why normal people think the average price of college tuition has risen across the United States. People believe college tuition is rising because students demand colleges to have “creature comforts”, such as luxury dorms, a fully operational gym, and a climbing wall. Also, that the creation for “creature comforts” in colleges has caused academic standards to decline. Yet, colleges market to students with these amenities instead of showing students comparable statistics: the quality of teaching, scholarships, and academic environment. Kevin Carey, in the end, sums up his idea with
In a second attempt to further expand the company horizons, an e-commerce site was created. This site is interesting because its main focus is not the clothing but the “lifestyle”. Upon entering the Abercrombie and Fitch website, the first thing the consumer sees is a half naked man, sprawled on the ground, eating a plate full of fruit. It is just to be inferred that he is wearing Abercrombie and Fitch clothing. This just shows how the image of Abercrombie is much more important than the clothing itself. The site itself is bright and summery. The attitude is carefree, active and sexy. Maneuvering ones way around this website is relatively easy. The links include Lifestyle, A&F TV, A&F Quarterly (the magazine/catalogue), Company, and Shop A&F. Other links include, music, movies, downloads, postcards, photos, and “hot” sites. The website seems to be almost completely focused on drawing the consumer into the lifestyle of Abercrombie and Fitch. The information the company gives is very limited. For example, throughout the entire website, there is not one mention of a company mission statement, yet there is a plethora of information about the company’s financial standings.
Nordstrom can continue providing their exceptional online experience and client focused approach using their online system by offering an unmatched online experience that copies their in-store customer service. This would allow Nordstrom to raise its revenue considerably as well as further improving their brand image. I will also discuss specific ways of successful execution, and the steps required to provide Nordstrom a stunning picture of how to execute strategy.
College is marketed towards students as an essential part of building a successful future. The United States “sells college” to those who are willing to buy into the business (Lee 671). With the massive amounts of student debts acquired every year, and the rising costs of
While logos may still play a significant role in the way American’s purchase goods, their influence is undeniably waning. Naomi Klein’s conclusions may have been valid in 2002 because no one could have possibly foreseen how the Internet would change the way we do business. Increased information freely accessible to everyone is changing world’s markets. It remains to be seen what our global economy will look like in ten years and what impact well-informed consumers will have on the world’s market-economies.
Last week I wrote about how Coca Cola and other various food and soft drink corporations lobby Congress to halt any talks of improving welfare. It is a sad day when we cannot improve a system for the better of the country, but these lobbying efforts are not the only action that harms the American taxpayer. Wal-Mart also has there dirty hands in on the entitlement money, but in another way. Yes, Wal-Mart does lobby Congress to halt any improvements to welfare that will lose them money the long run, but they also do another very dirty trick with their workers and it is costing the American taxpayer handsomely.
Thank you for the opportunity to apply for this scholarship. As a first year graduate student enrolled in the Masters of Social Work program at Binghamton University, I have a deep interest in pursuing my education to establish a career in clinical social work. I envision myself in a position that provides mental health services to my community. I cannot imagine myself working in any field other than Social Work; I have been drawn to this field since my earliest childhood memory. In order to fulfill my career aspirations and obtain a license to practice, further education is essential. I consider myself to be an excellent candidate for this scholarship; I feel it is my life’s purpose. I possess the resolve to see this dream to fruition and require of myself to strive for excellence in my academics and career.
Target Corporation recognizes the importance of technology in reaching its customers. In 2011 the company launched a completely redesigned website that focuses on ease of use. Target also has an industry leading mobile application that allows the company to reach its customers regardless of where they are located. In fact, Mobile Commerce Daily named Target the “2010 Mobile Retailer of the Year” (Target Corporation, 2011). It is in this sector that Target’s potential for growth is the highe...
He has worked with numerous of the Fortune Global 500 companies as a brand building expert. He has truly mastered consumers’ deepest desires by exploit hot spots in the human brains to compel them to purchase blindly and willingly. As a result, Martin has successfully help launched new products and brands. Martin created this book during the worst economic crisis since the Great Depression. Martin’s main purpose of this book was not getting us to stop purchasing, as that is nearly impossible. “The purpose is to educate and empower you to make smarter, sounder, more informed decisions about what we’re buying and why” (Lindstorm 8). By exposing marketing companies tricks and tactics, consumers would be equipped to battle the war on impulse purchasing in a time of
Johnson, L. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review. Retrieved on May 4, 2005 from http://www.findarticles.com/p/articles/mi_qa3896/is_199901/ai_n8843016
This strategy understand that customers have specific needs and wants that must be meet. A major customer need is affordable products which is the first focus in Walmart’s operation’s strategy. First a company must meet order qualifiers for customers to want to buy from them, one major part of which is affordability. If a customer cannot afford something then the business will not be an order winner. The focus is on providing customers with their slogan of “everyday low prices”.
The plan will create product awareness through internet advertising via websites popular with college students (i.e. MySpace) and billboards on larger campuses. During finals week at the largest campuses in the United States, we will have buy one-get one free promotions. College students spend more time online than watching television.
Product differentiation – by offering different products, services, or product features, the company can charge higher prices, or appeal to different audiences. Use of IS have enabled new products and services, that increase the levels of convenience in using existing products and services. By acquiring PayPal, eBay greatly enhanced the ease with which customers can pay for their products. Google keeps an innovative approach towards search engines, by introducing Google Maps, Google Translate and others, which improves the ease of usage. Using online live chatting systems and social networks contributes to understanding of customers. It also adds value and improves customers’ stickiness to website (Booth, Roberts, and Sikes 2011)
Apple depends on building a better product and in turn, the product itself leads people to purchase from Apple. However, new or improved products will not necessarily be successful unless they are priced, distributed, advertised, and sold properly (Kotler & Keller, 2012). The holistic concept encourages the marketer to integrate marketing activities and assemble marketing programs to create, communicate, and deliver value for consumers such that “the whole is greater than the sum of its parts (Kotler & Keller, 2012). This is why Apple advertises how much the new feature will enhance the consumers’ life and release snippet tutorials of how to use the new features or