Journal assignment Marketing Paper ESSAY

Journal assignment Marketing Paper

JOURNAL ASSIGNMENT

You will be expected to keep a journal, beginning Sunday, Oct 24 of your observations of the marketing activities you are exposed to in your daily life. You must make at least three (3) entries per week for a period of five weeks ending November 27, a total of fifteen (15) entries. The journal entries can include information on purchase decisions you make, or you observe others make, ads you hear, read or watch or discussions you have about products or services. Each entry must relate the incident you observe to the concepts we are studying in class. You must tie each entry to a marketing principle, not simply describe, for example, an advertisement you might have seen.

Completed journals should be turned in on December 6 no later than 5:00pm and will be worth 20% of your course mark. Marks will be based on your ability to place a concept label on a purchase decision, advertisement, or activity, explain the rationale for the label and link it to principles we have studied in class.

Sample Journal Entries

1 On October 31st, I viewed a television commercial from Gallery 1 Furniture in Dartmouth. Gallery 1 states they now offer a comprehensive Five-Year Limited Warranty. No other furniture store offers a similar warranty. In this high involvement type purchase, Gallery 1 does a great job of reducing consumer risk through strategies designed to reduce the consequences of failure in purchasing from Gallery 1.

2 On November 15th, my boyfriend and I were talking about food seasonings. His brother recently moved to Nova Scotia from Texas and misses spicy seasonings. There aren’t any of the Texas and Louisiana style hot sauces he is used to available locally. If marketers and companies decided to extend distribution of products such as this to Atlantic Canada, they would have to clearly define their target market in terms of lifestyle and demographics. The market in this region would probably be younger people who seek to in some way emulate the relaxed, southern USA lifestyle exemplified by New Orleans and promoted by this type of sauce. The company might also have to modify their product for local tastes as it may be too spicy and hot for this area

3 On November 25th, I saw a magazine advertisement for Citizen watches. The watch featured in the ad was a large, complex chronograph with lots of dials that was powered by a solar battery. The spokesperson was a famous race car driver. The advertisement talked about the driver’s need for this complex, reliable watch as part of his sporty lifestyle. This is an example of a watch that is being marketed to a very specific market segment, i.e., men (the watch is too large to be worn by most women), those that either have a sporty/exciting lifestyle or would like others to believe they do and people that like a technologically advanced timepiece.

4 On November 4th, I saw an ad on television for ADT Security, a company that sells home alarm systems. In the ad a mother and her two children were alone at home when a burglar tried to enter the house. The alarm system was triggered, and the police came quickly and arrested the criminal before he could steal anything or harm the people in the house. This ad relates to people’s need to feel secure as illustrated by Maslow’s Hierarchy of Needs. In Maslow’s Hierarchy, Safety needs are at the base of the pyramid just above basic physiological needs.

Journal assignment Marketing Paper ESSAY

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