Mktg Plans

Topics: Marketing, Decision making, Student Pages: 5 (1709 words) Published: February 19, 2013
Justine Leung
MKTG 305
Chapter 6
The type of decision-making a consumer uses for a product does not necessarily remain constant as the needs and wants of consumers are constantly changing and newer innovations are constantly being churned out to fulfill our changing needs. Nowadays what would usually involve a routine response behavior is not as simple because of the enormous variety a consumer has to choose from. There are many things that a consumer can evaluate in terms of purchasing a product; packaging, price, reputation, and whether or not there is a sale on the item can all be factors that a consumer evaluates. It might be even that the product is currently very trendy at the moment that would motivate the buyer to purchase it, which would be a case of limited decision-making. There are also many sociodemographic factors that affect the type of decision-making a consumer uses for a product. For instance, if you receive a big bonus and have more income going into your household, you may choose to use limited or extensive decision making in picking out a product with better brand recognition and of better quality. Another reasons that affect the type of decision-making a consumer uses for a product does not necessarily remain constant is for different occasions the product is being used for. For example, if someone were to attend a fancy party whose host you are trying to impress, you would use extensive decision making in order to pick out a wine that tells the host that they have class and a fine taste in wine. An example of how the type of decision-making I use has not remained constant is for my use of high-end fashion items, such as shoes from Ferragamo. If I wanted a pair of shoes from the main website I would search all over the web for the same shoes at a discounted rate for me to get the best deal on them. However, if I see shoes that I like and are on sale on the main Ferragamo site, I would buy them right away with no hesitation. Buying a high-end product at a discounted rate would lower my buyer’s remorse.

Justine Leung
MKTG 305
Chapter 11
A new service that is targeted at the college student market are house-cleaning services. The house-cleaning services often come in packages for a full clean up service for a minimum of 2 hours for around $65-$80. This service can be extremely profitable within the college student target market as a general conception of the college demographic is that they are fans of instant gratification. They are the ones who would rather not spend the time buying cleaning products at a store to clean their whole house, when it would only take 65 dollars (split between 2-4 roommates) for their house to be spotless in 2 hours. Although this service is offered, I don’t think they have capitalized on the college student market enough. I often hear these services through word-of-mouth or by an occasional Groupon deal. There are several different forums house-cleaning services can be offered to the college demographic in a more effective way: enhanced web presence, and cross-selling once a client has been established are some of them. The main factors a house-cleaning service needs to consider when targeting a college target market are price and long-term commitments. A college student often has a limited budget on what they can spend so the cost of labor of a cleaning service has to be reasonable in order to outweigh the prospects of buying their own cleaning products at a much more affordable rate. Students are constantly on the lookout for deals and discounts and are constantly on the Internet, so Groupon, Living Social, Facebook, and Craigslist are great ways to advertise the service. The Internet is also a great source for students to research the ratings of the company offering the service because credibility of the company offering the service is highly important for a house-cleaning service since they are entering your home and have access to all your...
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