Monthly Archives: January 2011

My birthday is coming up, so my friends have been asking me what’s on my  wishlist!  My list is quite a length, but one of my top priorities is a black formal jacket.  I went shopping last week and finally found “the one.”

Picture: The Melton Belted Peacoat from Le Chateau.

In chapter 5, we learned about factors influencing consumer decision processes.  Let’s use these factors to determine if I should suggest the jacket to my friends or not!

Marketing mix: It’s called “Melton Belted Peacoat” from Le Chateau, originally priced $169.95, but currently on sale for 30% off – $118.97 before taxes.  Le Chateau is conveniently located in many malls, including Richmond Centre, Pacific Centre, and Oakridge – so purchasing it wouldn’t be a problem!

Psychological factors: The jacket will meet three of Maslow’s Hierarchy of Needs: physiological (keeps me warm), love (makes me look fashionable), and esteem (makes me fit in with friends).  I read the jacket description online and learned that the coat is made of 60% thick wool.  Knowing this information, I gained an affective attitude towards it because of its great functions (keeps me warm) and style—its perfect length, double column buttons, and belt—simply adorable!

Social factors: Definitely my friends and classmates, who will see me rock that awesome jacket most of the time!  They’ll be the ones to compliment (hopefully not criticize) and admire the jacket with me!

Situational factors: When I was at Le Chateau, the shopping situation was quite acceptable.  The store atmosphere was great with hit music playing and white lighting on; the store was not over-crowded, even with promotions going on.  Although I must say, there were salespeople passing by without giving me some customer service.

After inspecting these factors, I’m determined this jacket is a must-get!  Hopefully my friends will know what to do!

Remember back in our childhood days we kept listening to Backstreet Boys?  “I Want It That Way,” “Larger Than Life,” –the list goes on!  Well good news!  Recently I discovered the integration of New Kids on the Block (NKOTB) and Backstreet Boys (BSB)—NKOTBSB—for a concert tour in North America.  Being a huge fan of BSB, I got my hands on their tickets right when it came out.  Originally they were scheduled to perform in Vancouver on Saturday, July 9^th, 2011 but due to incredibly high demand, they added another date (Sunday, July 10^th).

NKOTBSB!

So how was their concert advertised in Vancouver?   I heard their commercial on The Beat 94.5 many times, which I thought was strategically marketed, since majority of The Beat audience is the generation who have listened to NKOTB and BSB in their childhood.  In addition, NKOTBSB appeared on TV for a live performance in New York this past New Year’s Eve to celebrate the holiday with the world and to promote their upcoming tour. There are also advertisements on the right panel of Facebook pages – which Facebook users must have seen, haven’t you?

NKOTBSB performing at Times Square on New Year’s Eve.

Ticket prices range from $30 to $90 before service charges ($10.75-$17).  Tickets can be purchased at Live Nation (Ticketmaster) –the largest live entertainment company, as we learned in class—or on their partner website.  In my opinion, the service charges are relatively overpriced; but then again, it’s where Ticketmaster makes consumers’ money.  These fees would not be a factor to loyal NKOTB or BSB fans.  But overall, ticket prices are fairly reasonable: 1) For a concert to be held at Rogers Arena, and 2) In comparison to the famous Taiwanese singer, Jay Chou, who recently held a concert in Vancouver and ticket prices ranged from $90 to $600!

I’m definitely looking forward to the NKOTBSB concert!

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