Chapter 14

Review and Applications
3.1 – Why is understanding the target market a crucial aspect of the communication process?
Marketers need to understand their target market so they know the best way to communicate with them and to be able to develop the appropriate message. The marketers need to know how to inform and persuade certain target markets so they purchase goods and services. If the marketers know their target market the communication can be two way communication.

4.1 – Why might a marketing manager choose to promote his or her product using persuasion? Give some examples of persuasive promotion.
Persuasive promotion is designed to motivate a purchase. It emphasizes the products competitive advantages, which sometimes appeals to people’s emotional needs. Persuasion can help products that are in their mature stage and the can also make customers switch from their common brand.

5.1 – Discuss the AIDA concept. How do these different stages of consumer involvement affect the promotional mix?
AIDA is the model used to show stages of consumer involvement within the message. The acronym stands for attention, interest, desire, and action. It is the steps involved when a customer is buying a good or a service. When using the promotional mix and the AIDA concept it is easy to tell when they elements of promotion (advertising, public relations, sales promotion, and personal selling) are most useful. An example would be in the attention stage of the AIDA models it is good to use either sales promotion or personal selling.

5.2 – How does a Web site’s ease of use affect its ability to create attention, interest, desire, and action? Visit the kitchen and bath pages of Kohler’s Web site and determine how successful the company is at moving consumers through the AIDA process.
Websites that have a higher ease of use will have more customers looking at it, therefore getting their information out to the customers.

Attention – Kohler uses innovative products and puts pictures of them on their Website. You can also design and create your own kitchen or bathroom. They also had a link to all new products.

Interest – When looking at certain products it tells their features and benefits. Also, there was a link to a video about saving water and other videos about Kohler and their products.

Desire – Not only does Kohler offer bath products, but also kitchen products. If a customer was looking to remodel both they would only have to look in one place.

Action – They have good advertising on their Website and they send out newsletters to e-mails if the customer chooses that option.