HJohnson GB534 Unit 2 Assignment
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Unit 2 Assignment: Problem Recognition
Heavenly Johnson
School of Business, Purdue University Global
GB534 Consumer Behavior
Dr. Nazly Nardi
04/16/2024
2
Unit 2 Assignment: Problem Recognition
Problem recognition is the initial stage in the consumer decision-making process.
It occurs when a consumer perceives a discrepancy between their current state (needs, desires, or problems) and their desired state. This stage is crucial because it marks the point where an individual becomes a potential customer. Marketers must understand what triggers problem recognition for their target audience. This involves market research, identifying pain points, and anticipating consumer needs. Effective marketing strategies leverage this stage by understanding consumer needs, creating awareness, and positioning products as solutions.
Problem Recognition at Starbucks
®
As the director of marketing strategy for Starbucks it is important to understand how the problem recognition phase of the consumer decision process. Problem recognition drives purchasing decisions. Insights from problem recognition guide Starbucks’ menu innovations. Starbucks’ marketing efforts align with this stage to capture potential customers. The established approach ought to tackle both proactive and passive issues that influence the consumer's decision to shop at Starbucks.
Starbucks
® Marketing Mix
Product
Starbucks focuses on delivering a consistent, high-quality product. They serve a wide range of coffee-based beverages, teas, pastries, and sandwiches; all designed to meet consumer needs and desires. Their product line extends to merchandise such as mugs, tumblers, and coffee makers.
Price
3
Starbucks positions itself as a premium brand, and its pricing reflects this. Their pricing strategy considers factors like location, competition, and perceived value. They offer various sizes (Tall, Grande, Venti, Trenta) with different price points. Starbucks also has a loyalty program (Starbucks Rewards) that gives points for every purchase that loyal consumers can trade in to get free drinks, entrees, and discount on their merchandise.
Place
Starbucks has a global presence with thousands of locations worldwide. They strategically choose high-traffic areas such as city centers, airports, and shopping malls.
Their mobile app also allows for convenient ordering and payment. The company creates a unique customer experience by providing cozy environments, friendly service,
and a place to relax and savor their favorite beverages.
Promotion
Starbucks invests in advertising, both online and offline. They run seasonal campaigns such as Pumpkin Spice Latte in fall to create buzz. Starbucks utilizes social media platforms like Instagram, Twitter, and TikTok for engagement with consumers and promotions. Starbucks also collaborates with influencers and partners for co-
branded promotions.
Starbucks
® Competitive Differentiation
Starbucks differentiates itself through positioning itself as a “third place” between home and work. It’s not just a coffee shop; it’s a community hub where people gather, work, and socialize. The cozy ambiance, comfortable seating, and free Wi-Fi encourage
customers to linger and enjoy their coffee. Competitors like Dunkin’ Donuts and
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Related Questions
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a.
Non- programmed decision
b.
Individual decision
c.
Minor decision
d.
Programmed decision
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A product that does not meet quality control standards and needs to be reworked to be salable as either an irregular or a good product is classified as:
Group of answer choices
A product that does not meet quality control standards and needs to be reworked to be salable as either an irregular or a good product is classified as:
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0:15:19 A coffee shop attempted to discover what customers really wanted from their coffee-drinking experience. It found that people liked to chat over their cup of coffee without anybody disturbing them. Therefore, the coffee shop allowed its customers to stay as long as they liked, without requiring them to order a new cup of coffee every 20 minutes to stay in the shop. This is an example of: Multiple Choice market orientation. brand orientation. 4
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In Nisbett and Wilson's (1977) studies on consumers' awareness of
purchasing decisions, ,
people were able to articulate accurately that they made their
choice based on product color or softness
people made choices based on the product softness or color, but
thought they made the choice based on when they saw the product
people made choices based on whether they saw the product last,
but thought they made the choice based on product color or
softness
people were able to articulate accurately that they made their
choice based on when they saw the product
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WH FRAMEWORK
The W in this framework stands for
Group of answer choices
Where the decision is made
What the decision means
Who the decision affects
When the decision becomes effective
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Which of the following causes decision makers to satisfice?
sampling bias
optimizing
confirmation bias
availability heuristics
bounded rationality
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A decision is an act of influencing people.
True
False
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The decision making is
a. The process of rejecting the wrong alternative from multiple possible solutions
b. The Process of adopting the right decision
c. The process of selecting one of several possible solutions
d. The process of selecting several of several possible sol
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When a company defines a target market, it should expect that ONLY people who are part of that target market will purchase their product(s).
Group of answer choices
True
False
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29
The last step of the 8 steps decision making process is
A) developing alternatives
B) identifying a problem
C) implement the alternatives
D) evaluating decision effectiveness
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Data-driven decision making is only applicable in business settings
A
B
True
False
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A decision tree
Group of answer choices
None of these statements.
presents all decision alternatives first and follows them with all states of nature.
All of these statements.
presents all states of nature first and follows them with all decision alternatives.
arranges decision alternatives and states of nature in their natural chronological order.
alternates the decision alternatives and states of nature.
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Which of the following is an example of the decisional roles a managers plays within an organization
Question 6 options:
leading
allocating the resources of the organization
monitoring process
acting as a spokesperson for the organization
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Choose the best ANSWER
1-
What is the best need/benefit-oriented approach to defining a car?
Descriptions of a car's engine size and features
Outlining the warranty that comes with the car
Describing how it provides more efficient and reliable transportation
Showing the beautiful color and styling
2-
What is the best way for TWU to define their "market" in a marketing sense?
the location of their buildings
current and potential students
the faculty and staff delivering the product
the mix of programs they offer
3-
Which of the following is not recommended for a marketing plan?
Communicate the plan to appropriate managers.
Once you have a good plan in place, do not change it for at least a year.
Marketing plans should be creative.
Use common sense.
4-
Which of the following is not a current trend (described in book/class)?
Increasing consumer demands
Decreasing price sensitivity among consumers
Overall decrease in brand loyalty
Increasing…
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Which of the following is the fourth step in the decision making process?
a.Identify decision criteria
b.Allocating weight to each criteria
c.Developing Alternatives
d.Selecting Alternative
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You may need to use the appropriate technology to answer this question.
Management Decision Systems (MDS) is a consulting company that specializes in the development of decision support
systems. MDS has a four-person team working on a current project with a small company to set up a system that scrapes
data from a collection of websites and then automatically generates a report for management on a daily basis.
Time (Weeks)
Optimistic Most Probable
Activity
A
B
C
Description
Report generation
Web scraping
Immediate
Predecessor
Testing
A, B
(a) Construct the project network. (Submit a file with a maximum size of 1 MB.)
Choose File no file selected
This answer has not been graded yet.
2
4
(d) Should you use the estimate in (b) or (c)?
8
9
1
Pessimistic
12
The probability estimate from (b) based on the critical path is more accurate.
The probability estimate from (c) based on both paths is more accurate.
The probability estimates from (b) and (c) are equal.
11
(b) Based solely on the…
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38
When you go to a supermarket and end up buying something that you didn't intent to buy, this is an example of making a
A) rational decision
B) intuitive decision
C) escalation of commitment
D) irrational decision
E) bounded decision
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Which of the following is not a criterion for decision making?
a. Maximum likelihood
b. Bayes’ decision rule
c. Maximax
d. Maximin
e. EVPI
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When the customer uses facts, figures and products performance before making a purchase decision it is called as
a.
Emotional motive
b.
Environmental motive
c.
Rational motive
d.
Social motive
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Describe the variability of the distribution of positions. Indicate whether you believe it is high or low variation and provide an explanation of why in one to two complete sentences.
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An aspect of structured decision-making that reflects state that encompasses the decision made by firms. *
criteria
options
context
objectives
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Figure 1 shows the general discriminatory test for health status prediction.
"Perfect test
cut-off
True negative; TN
(specificity)
True positive; TP
(sensitivity)
False negative (FN)
False positive (FP)
Healthy
Sick
(a)
Test
cut-off
Moving cut-off to left
reduces false negatives
(higher specificity)
at cost of
reduced sensitivity
Moving cut-off to right
reduces false positives
(higher sensitivity)
at cost of
reduced specificity
TN
TP
FN
FP
Healthy
Sick
(b)
Figure 1. The Discriminatory Test with (a) A Good Discrimination Test Cut-off,
and (b) A Bad Discrimination Test Cut-off
i. What is your next action, if you obtain a perfect discriminatory test result
(where both false negative and false positive rate are near zero) during model
training? Justify your action.
ii. In which phase of machine learning methodology do you move the test cut-off
point as shown in Figure 1(b)? Justify why you should do that.
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Part 2: Please read the following scenarios. For each scenario, identify the confound and suggest how it might be removed in a follow-up experiment.
The Pepsi-Cola Company conducted the "Pepsi Challenge" by randomly assigning individuals to taste either a Pepsi or a Coke. The researchers labeled the glasses with only an "M" (Pepsi) or a "Q" (Coke) and asked the participants to indicate which they preferred. The research showed that subjects overwhelmingly preferred glass "M" over glass "Q." Why can’t the researchers conclude that Pepsi was preferred to Coke?
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6. A consumer has chosen the model of MP3 player that he intends to purchase. On his way to the
store, he has a conversation with his sister about the MP3 player he is going to buy. She
expresses her opinion about MP3 players. The factor that could come between the consumer's
intention to buy an MP3 player and his ultimate purchase decision is directly related to
O the consumer's evaluation process for MP3 players.
Ounexpected situational factors surrounding the consumer's decision.
O additional consumer research on MP3 players.
O another's attitude toward the chosen product.
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true or false
8.Influence diagrams cannot be regarded as a method for eliciting decision trees.
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which of the following decision making models is based on the belief that human behavior is unerringly rational?
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- Covid-19 leads the economic crises that makes most companies to terminate their employees. What type of decision is fitted in this situation? a. Non- programmed decision b. Individual decision c. Minor decision d. Programmed decisionarrow_forwardA product that does not meet quality control standards and needs to be reworked to be salable as either an irregular or a good product is classified as: Group of answer choices A product that does not meet quality control standards and needs to be reworked to be salable as either an irregular or a good product is classified as: Defective units Scrap materials Waste materialsarrow_forward0:15:19 A coffee shop attempted to discover what customers really wanted from their coffee-drinking experience. It found that people liked to chat over their cup of coffee without anybody disturbing them. Therefore, the coffee shop allowed its customers to stay as long as they liked, without requiring them to order a new cup of coffee every 20 minutes to stay in the shop. This is an example of: Multiple Choice market orientation. brand orientation. 4arrow_forward
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- A decision is an act of influencing people. True Falsearrow_forwardThe decision making is a. The process of rejecting the wrong alternative from multiple possible solutions b. The Process of adopting the right decision c. The process of selecting one of several possible solutions d. The process of selecting several of several possible solarrow_forwardWhen a company defines a target market, it should expect that ONLY people who are part of that target market will purchase their product(s). Group of answer choices True Falsearrow_forward
- 29 The last step of the 8 steps decision making process is A) developing alternatives B) identifying a problem C) implement the alternatives D) evaluating decision effectivenessarrow_forwardData-driven decision making is only applicable in business settings A B True Falsearrow_forwardA decision tree Group of answer choices None of these statements. presents all decision alternatives first and follows them with all states of nature. All of these statements. presents all states of nature first and follows them with all decision alternatives. arranges decision alternatives and states of nature in their natural chronological order. alternates the decision alternatives and states of nature.arrow_forward
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Recommended textbooks for you
- BUSN 11 Introduction to Business Student EditionBusinessISBN:9781337407137Author:KellyPublisher:Cengage LearningEssentials of Business Communication (MindTap Cou...BusinessISBN:9781337386494Author:Mary Ellen Guffey, Dana LoewyPublisher:Cengage LearningAccounting Information Systems (14th Edition)BusinessISBN:9780134474021Author:Marshall B. Romney, Paul J. SteinbartPublisher:PEARSON
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