Customers have high expectations about companies and brands they prefer. Stakeholders presume an organization will consider what is best for society when selling its products and services alongside what will benefit earnings.

Today, societal marketing is on the rise as more companies consider the value proposition of their image beyond features and benefits of a product or service. Societal marketing takes into account issues such as the environment, fair trade, and the overall betterment of society.

WEEK 2 DISCUSSION POST

Finding the Perfect Message

Understanding the features and benefits of a product is essential to forming the overall marketing plan’s creative message. Brands use creative appeals to connect with the customer target markets. Product features transform into benefits for the customers to meet their wants and needs.

Provide a brief description of your chosen product/service. (This should be used throughout class.)

• Discuss how the product fits a lifestyle or psychographic.
• List two features of the product and assess how they transform into benefits for your target market.

This post should be 2 paragraphs in length (150-200 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format.

WEEK 2 INTERACTIVE RESPONSES TO CLASSMATES

1st Interactive Response:

• Analyze the fit of the product fits a lifestyle or psychographic in one student’s post.

2nd Interactive Response:

• Select another student’s post and analyze the fit between benefit and consumer.

Each reply should be one paragraph in length (or about 75 words) and must be substantive in nature. Do not simply say “I agree” or “That is great.” Specify why and be detailed in your explanation. You may use research in your responses, but it is not required.

In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise, and interactive feedback. The excessive use of quotes will directly impact performance, since this indicates a lack of comprehension and shows that you may not have mastered the concepts.

Post #1

The Dowell School (Childcare Business) – Week 2

Contains unread posts

Jan 29, 2019 4:50 PM

The Dowell School is a transformational, cost effective, and quality childhood development center that offers convenient, flexible, and unique nonstandard hours. The service is tailored around the well-being and development of the children while catering to working parents varied schedules. Our service fits primarily full-time parents (married or unmarried partners) and single parents. The psychographic profile of full-time parents generally feels positive and comfortable with their current situation. They are aspirational and relatively successful with full schedules placing great value on high quality care with flexible hours. The single parents will greatly value our services due to their limited resources. They are still committed to quality care and more likely than average will need the flexibility.

One primary feature of our school is our proven and well-designed programs led by highly trained staff. We use programs based on academic research designed to ensure a well-rounded learning experience while catering to each children’s individual needs. As a result, we create a long-term positive developmental impact for our children. Research has shown that early childhood programs has direct effects on children’s school, emotional, and behavioral outcomes several years after graduating from the program (Isaacs & Roessel, 2008).

Another important feature is the nonstandard, convenient, and flexible hours we provide. As a transformational and exemplary institution, we understand and support the demand for a reliable and quality childcare that fits different working schedules and lifestyle. The National Survey of Early Care and Education estimated only 8% of center-based providers and 34% of listed home-based providers in the United States offer care during nonstandard hours (Sandstrom, 2015). We are up to the task of supporting the parents evolving work structure without comprising their children’s development.

References

Isaacs, J. and Roessel, E. (2008). Impacts of Early Childhood Programs. Retrieved from https://www.brookings.edu/research/impacts-of-earl…

Sandstrom, H. (2015). Why parents’ nonstandard work schedules matter for children: Is it the hours or the instability? Retrieved from https://www.urban.org/urban-wire/why-parents-nonst…

Post #2

Hot Digity Mod 2 Week 2 Features and Benefits

Contains unread posts

posted Jan 29, 2019 10:04 AM

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Hope I didn’t miss the mark on this one

The chosen business is a small local restaurant. The basic idea is a specialty hot dog and sausage shop that serves delicious, yet simple, dogs, sausage and sides. The intent would be to keep the menu rather small and cheap, but to give the option to upgrade to specialty status for some extra change. The location would contain indoor and outdoor seating, but would not be quite as big as a standard McDonalds. It would be a tech savvy location with wifi and wall mounted televisions. The décor would be aimed at attracting a casual encounter with a fun edge.

Do you want to have a stellar family dinner, with great food, without the family dinner clean up? Do you have unfinished school work or business transactions that need to be turned in by midnight? Sitting down at the kitchen table, or are we grilling outside tonight? As a customer, you want options. The dining location featuring both indoor and outdoor seating becomes a benefit, in that, it gives the option to allow customers to enjoy a sit down meal outdoors, or retreat indoor for inclement weather. Not to mention, keeping your tech devices dry. This leads us to another feature. The free Wi-Fi becomes a benefit to the customer immediately upon arrival. With the ability to connect devices to an unlimited data network free of charge. The customer will be enabled to upload and download information at quality speeds for whatever appropriate content they so choose. From homework to business, gaming to Facebook, the Wi-Fi is open for paying customers. The comforts of home, coupled with fantastic, healthy food. What more could you ask for?

Thanks for reading

Module 2 – Background

PROMOTION MANAGEMENT & SWOT ANALYSIS

Discussion

Good-Corp-Bad-Corp Chapter 1 Corporations and their Social Responsibility (PDF)
“The Social Purpose of Business: Brand Activism as a CEO Imperative” – Philip Kotler and Christian Sarkar
http://www.marketingjournal.org/the-social-purpose-of-business-brand-activism-as-a-ceo-imperative-philip-kotler-and-christian-sarkar/

The Functional Benefits of Your Product Only Get You So Far
https://www.entrepreneur.com/article/247603

How to Sell: Value, Benefits, or Features?
https://www.inc.com/geoffrey-james/how-to-sell-value-benefits-or-features.html

 

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