Month: October 2010

https://blogs.ubc.ca/isabellabertold/

After reading a blog post from Isabella in my class, I was really interested to discover why would like she said Gap choose to “create a brand with loyal customers and fix something that isn’t broken”

When I first read it I also think it was unreasonable and not a wise decision for Gap to create a long which is not outstanding and I understand what Isabella thinks because I agree with her that blue and white simple logo can just to fit into my evoked set when I walk into a shopping mall.

However, I realized that sometimes when firms like Gap recreate a new logo it might be trying to aim for a change so customers won’t get bored looking at the same logs every time. I must admit sometimes I wonder when will Macdonald’s change their traditional M shaped red and yellow log. I sometimes think it would be more attractive to see a new logo. It is just like people like variety they don’t like to eat the same food over and over again.

In conclusion, I believe Gap is trying to have a change for the logo so loyal customers will be curious why they change it , this can indirectly get new potential customers to seek out for the new Gap logo and perhaps pay more attention to it.

https://www.vista.ubc.ca/webct/urw/lc5116011.tp0/cobaltMainFrame.dowebct

I would like to comment on Jean Philippe Audet’s post. He says that he was determined to buy the jacket which he fell in love with it and this shows it was a specialty product he has a strong preference for it.
I find it interesting that a company like H& M like what Jean said does not remember seeing the firm advertising themselves on TV. Yet H&M is able to attract customers like Jean willing to spend a significant amount of money on their products. How did they achieve this kind of customer loyalty from a customer like Jean? I always thought in order for products to gain customer loyalty it must advertise products more often in order to make that product to become the evoked set for consumers.
The post from Jean gave me a new insight that firms who are successful in attracting customers does not necessarily need to promote their products vigorously. It can help but the main success factor will be like what Jean said the marketing mix variable which is product and price. Jean perceived it to be cheap and trendy. H&M is able to create value for customers by ensuring them their product is perceived as high fashion industry and it is worth the money , and time and effort in exchange for their desirable products.

After watching this focus group interview for Iphone, I found out that it has many advantages .
One of the advantages is it provides new ideas for the improvement for existing products. For example, the moderator asked about “ what would your ideal iphone be like if you could create one?”
Secondly , it identifies the product-performance requirements of the end-user and other needs
that are not being met by one’s competitors or one’s own company . For example: “why did you
buy an Iphone and did you like it if you did not buy one why not?”.

I also found out that in order to conduct a focus group it has to follow these seven steps
Conducting a Focus Group

The seven basic steps for conducting a focus group are:
1. Determine research objectives
2. Develop a discussion format and questions
3. Select and screen participants
4. Choose an experienced moderator
5. Convene the focus group meeting
6. Collect and analyze data
7. Make a presentation
Although there are many advantages for focus group it also has disadvantages such as:
• Structuring a random sample is a complicated task. The responses of the participants in the interview are likely to vary from different participants and non-response can be a serious problem.
• Focus groups are generally costlier. .
• Skilled moderators are difficult to find, and when their services are available, they are often expensive.

Stage 1.: Problem recognition:
I wanted to buy a fuel efficient and stylish car because I am so tired of taking the bus ever day. It is just way too time consuming. Saving time is my priority which stimulated my recognition that I need a car as soon as possible. I want a fuel efficient car which can satisfy my functional need. At the same time I want a stylish car which can satisfy my personal gratification which is my psychological need.
Stage 2: Information Search:
My first approach was the internal search for information . I really like the Toyota matrix because it is a small car, yet stylish and the price is reasonable.
My second approach was the external search for information. I talked to my dad who is a car enthusiast and he knows almost everything about cars. He told me that I should get a mini cooper because it is a head turner, peppy and it handles very well. The price is more expensive than a Matrix but he is willing to buy it for me which is great so I don’t have to work for that money.
Stage 3: Alternative Evaluation:
I know that not every car manufacturer (universal set: includes all possible choices for a product category) can make a fuel efficient and stylish car. I recall that these cars are only available on certain makes such as the ( retrieval set: those brands that I can readily bring forth to memory) Toyota Matrix, Mini Cooper, Nissan Sentra , Honda Civic and Mazda 3. However, I want a stylish small car so only Toyota and Mini cooper are the only models in my evoked set which is alternative brands I would consider when making a purchase decision.
I also made a compensatory purchasing model for buying the car
Reliability style price Fuel efficiency Overall score
Importance weight 0.1 0.3 0.2 0.4 1
Toyota/Matrix 7 6 8 7 6.9
Mini cooper 5 9 7 7 7.4
Nissan/Sentra 6 2 8 8 6.0

Based on the compensatory decision rule mini cooper has the highest score so I chose mini cooper
Stage 4: purchase and consumption
I purchased the mini cooper and put it to test. It is really fuel efficient and attractive. All my friends want to get one too.
Stage 5: Post purchase
As expected, I am really satisfied with the car I bought because Mini Cooper provides me with great warranties and detailed operating instructions and demonstration. Also the dealer as well as the manufacturer encourage me to give feedback which shows they value their customers. The most outstanding thing is the dealer maintains contact with me by thanking me for the business and offering assistance should I need it. I am truly a loyal customer to the Mini Cooper because of the wonderful buying experience and the post sales service.