12 8 2021 Marketing Channels Feedbackplease Review My Comments O ✓ Solved

MARKETING CHANNELS FEEDBACK!!!!!! Please review my comments on the rubric for 12/08/21. Overall, you are handling this well. J.C. 1) Explains how each customer segment will use the specific product and when and where they are likely to purchase it, including a rationale.

NOT YET MASTERED!!!!! Your response speaks to brand interactions as an indicator of buying behavior. What is lacking is the rationale for how each segment is likely to purchase the product and when. Further, explain how a personal factor works in tandem with an interest or value to influence how and when a consumer segment elects to purchase – apply a different factor to each consumer segment. Finally, see Resource: Principles in Marketing, Section 3.1 Factors That Influence Consumers’ Buying Behavior, Paragraph Header: Personal Factors, Resource: Modules 3 and 5 of the Flat World e-Book, The Principles of Marketing, Resource: What is Point-of-Purchase Marketing? .

ORGANIZATIONAL THEORY, STRUCTURE, CHANGE, & CULTURE Assignment Overview Organizational structure is a key factor in the success of an organization. Moreover, organizational theories assist in addressing business needs successfully by highlighting specific organizational problems and how a suitable structure can deal with them. As a health care professional, you should have a keen understanding of various organizational theories in order to apply them as needed for the success of your organization and/or department. Case Assignment Chapter 2 of A Primer of Organization Theories in Health Care (pgs. ) discusses the following organization theories in health care: 1. Structural Contingency Theory 2.

Resource Dependence Theory 3. Institutional Theory 4. Population Ecology 5. Principal-Agent Theory 6. Transaction Cost Economics 7.

Social Network Theory 8. Complexity Theory Part 1: Based on your readings and additional research, complete the following: · Discuss the importance of organizational theory in health care · Use the below chart to define and identify the pros and cons of each theory in detail. Theories Definition Pros Cons 1 Structural Contingency 2 Resource Dependence 3 Institutional 4 Population Ecology 5 Principal-Agent 6 Transaction Cost Economics 7 Social Network 8 Complexity Part 2: In 1-2 pages, identify how the theories interact with one another. Provide health care examples in your writing. Your scholarly paper should include an introduction and conclusion paragraph.

Assignment Expectations 1. Conduct additional research to gather sufficient information to justify/support your analysis. 2. Limit your response to a maximum of 4 pages. 3.

Support your analysis with peer-reviewed articles, using at least 3 references. Use the following link for additional information on how to recognize peer-reviewed journals: 4. You may use the following source to assist in formatting your assignment: 5. Georgetown University Library (n.d.) Evaluating internet resources. Retrieved from MARKETING CHANNELS IONSTRUCTIONS AND RESOURCES!!!!!

Scenario You work in the marketing department of Acadia Park Equipment Co., a seller of high-quality outdoor products, and recently sales have flattened then decreased on your top-selling product. The product is a two-person camping tent that protects campers from the elements and folds up easily to be carried or packed into a small space. Your manager has asked for your help to increase sales of this product and believes that the primary issue is a lack of proper distribution channels to various customer segments. She needs your help to conduct market research then propose a communication plan. First, read a bit more about the company where you work: · Acadia Park Equipment Co. · Slogan : “Your adventure, your world.†· Company History : Acadia Park Equipment Co. was founded by a brother and sister who were inspired by their love of the outdoors.

They decided to start Acadia Park Equipment Co. in response to all of the overpriced outdoor products in the big box retail stores, and sought to create high-quality products at a price anyone can afford. The company’s mission is to spread the love and appreciation of the outdoors to all of its customers and beyond. · Vision : As Acadia Park Equipment Co. moves toward its goal of making it affordable for outdoor enthusiasts to enjoy nature, we will support organizations whose main efforts involve research to continue preservation efforts toward the environment. We regularly encourage employees to engage in preservation and clean-up efforts to help the environment. · Primary Customer Demographic : Adventure seeking adults ages 18-40 Your manager wants you to take a look at three customer segments and determine the best distribution channels and methods to reach them.

Specifically, you’ll provide a distribution channel analysis with recommendations for each of the following customer segments: 18- to 24-year-olds, 25- to 34-year-olds, and 35 and older. While customers can be segmented by any number of characteristics, your manager is confident that starting with segments by age will help remedy the recent decrease in sales. Your manager intends to use your report to make multiple changes to marketing, but plans to focus first on the previous top-selling product: the two-person camping tent that protects campers from the elements and folds up easily to be carried or packed into a small space. Directions Your distribution channel analysis will contain recommendations for each of the following customer segments: 18- to 24-year-olds, 25- to 34-year-olds, and 35 and older.

In order to effectively complete this analysis, you will need to first analyze each customer segment then recommend distribution channels and communications. You will answer who, what, when, where, why, and how in your analysis. More specifically, your manager has asked you to complete the following: · Customer Segment Analyses : In order to effectively make marketing channel recommendations, you will first need to conduct research on the target customer segments. You will need to include the following information about each of the three customer segments: · Who : Describe the needs, interests/activities, and attitudes/values of each segment as they relate to high-quality outdoor products. · Digital and Traditional Media : Your manager would also like you to explain how each segment interacts with digital and traditional media, as this will be essential to the success of the product. · What : Explain how each customer segment will use the specific product in question.

For example, will they use it as a gift? Will they use it to go on a camping trip? · When : Determine when each customer segment is likely to shop for this product and explain why. For example, are they likely to shop for this product on a weekend as a gift? In the evening prior to a camping trip? · Distribution Channel Recommendations : Now that you have thoroughly researched each customer segment, you will consider the most appropriate distribution channels for each. In your distribution channel analysis, you must include the following: · Where : Describe where each segment is likely to shop for this product and explain why.

In particular, you will need to determine the best distribution channel for each segment. For instance, where is a particular customer segment most likely to encounter and purchase this product? Be sure to consider the following: · Distribution Channels : Choose one distribution channel, such as retail, direct/internet, wholesaler/distributor, etc., that would be best for each customer segment. · Why : Explain why this segment is likely to interact with the distribution channel that you chose. Provide evidence to support your claims. · Conclusion : To complete your distribution channel analysis, write a conclusion with the following information: · How : In this section, you will need to explain how you will message each customer segment including the following: · Describe how you will message each segment.

Be sure to explain what is a communication channel, such as social media, direct mail, etc., for each target customer segment. You do not need to create the actual message, but should describe the content and tone. · Describe how you will measure the success of each distribution and communication channel. Consider specific metrics, such as a particular number of likes or shares on Facebook, new customers acquired per advertisement, etc. Explain your rationale to support your choice of measurements. What to Submit Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed.

For this project, you must submit the following: Distribution Channel Analysis Your distribution channel analysis will contain three parts: customer segment analyses, distribution channel recommendations, and a conclusion. It will help your manager determine how to best market the product in question to each of three customer segments and should be 1,250–1,750 words in length. RESOURCES: Citation Help: Marketing and Communication Distribution Channels: (CH 8) Consumer needs in Marketing: (Section 5.1) Digital Media: (Ch 2) (Section 3.7) (Section 5.2) (Section 19.2) Measuring Success in Marketing:

Paper for above instructions

Distribution Channel Analysis for Acadia Park Equipment Co.
Introduction
As the marketing landscape evolves, companies must adapt to the changing preferences and behaviors of their target customers. With a focus on Acadia Park Equipment Co., a supplier of high-quality outdoor products, this analysis aims to reconnect the company’s top-selling product, a two-person camping tent, to its crucial customer segments: 18 to 24-year-olds, 25 to 34-year-olds, and those aged 35 and older. Understanding these segments' unique characteristics, their buying behaviors, and how they engage with media will enhance effectiveness in distribution channel selection and communication strategies.
Customer Segment Analyses
1. 18 to 24-Year-Olds
- Who: This segment is comprised primarily of college students and young professionals who crave independence and adventure. Their needs often revolve around affordability, durability, and peer recommendations for high-quality outdoor products. Many are environmentally conscious and value brands that embody sustainability, aligning with Acadia Park Equipment Co.'s mission.
- Media Interaction: The 18 to 24 demographic is digitally native, favoring platforms like Instagram, TikTok, and YouTube. They seek engaging content—such as influencer endorsements and creative visual campaigns—that speaks to their adventurous lifestyles.
- What: This segment typically purchases camping gear for personal use, recreational outings, or gifts. Their use of the tent often centers around group camping experiences or festivals.
- When: Shopping peaks occur in spring and summer, especially leading into holidays or weekends when outdoor activities are most popular.
2. 25 to 34-Year-Olds
- Who: This group consists of young professionals, parents, and outdoor enthusiasts who value quality and practicality in products. Their pace of life often encourages convenient purchasing, and they look for high-quality equipment that can serve diverse purposes.
- Media Interaction: They utilize Facebook for reviews and older social sites but are also present on Instagram and Pinterest, where their decision-making is influenced by aesthetically pleasing imagery.
- What: Members of this segment might use the tent for camping trips with family or friends, as well as for outdoor events like music festivals.
- When: Shopping behaviors indicate this group tends to purchase outdoor products during paid time-off or holiday weekends, reflecting both leisure time and financial stability.
3. 35 and Older
- Who: Consumers in this demographic typically include families and seasoned outdoor enthusiasts who value reliability, safety, and brand reputation. They often prioritize product reviews and specific features that ensure comfort during outdoor experiences.
- Media Interaction: While still tech-savvy, this group often engages with websites, email newsletters, and traditional media, such as outdoor magazines. They rely on more informative content to guide purchasing decisions.
- What: They might use the product for family trips, outdoor vacations, or even as gifts for younger family members.
- When: Purchases are likely made in the spring and summer leading up to family vacations, especially around major holidays.
Distribution Channel Recommendations
1. 18 to 24-Year-Olds
- Where: The primary distribution channel should be online retail, particularly through direct-to-consumer (DTC) practices on Acadia Park Equipment Co.‘s website and through online marketplaces like Amazon where younger consumers often start their searches.
- Why: This group appreciates convenience, and engaging with online platforms allows for instant access to reviews and user-generated content that can drive sales (Kotler & Keller, 2016).
2. 25 to 34-Year-Olds
- Where: A hybrid approach utilizing both online and retail experiences is ideal. Partnerships with specialty outdoor retailers, along with a robust online presence, can reach this audience effectively.
- Why: This segment values the tactile experience and quality assurance, which can be provided in physical stores augmented by strong online incentives and promotions (Armstrong & Cunningham, 2021).
3. 35 and Older
- Where: A focus on traditional retail partnerships with reputable outdoor gear shops, as well as online shopping options, would suit this demographic best. Consideration for local outdoor festivals or fairs can expose the brand directly to this segment.
- Why: This age group favors shopping at trusted locations where they can ask questions and feel confident in their purchase, balancing physical and online availability (Lusch & Vargo, 2014).
Conclusion
To effectively convey marketing messages to each segment, the messaging should align with their interests and values. For younger consumers, messaging should be informal, adventurous, and visually driven, leveraging platforms like Instagram and TikTok. For the 25 to 34 age group, content should be aspirational yet practical, utilizing Facebook and Pinterest with targeted ads that highlight versatility. For the 35+ demographic, the message must emphasize reliability and features, communicated via email newsletters and reputable online reviews.
Measuring Success
To gauge the effectiveness of each distribution and communication channel, metrics like conversion rates, engagement rates (shares, likes, and comments), sales growth in these segments, and customer feedback will be vital indicators. For instance, tracking the number of new customers acquired through ads on Facebook will provide direct insight into this demographic's responsiveness.
In conclusion, understanding how each customer segment interacts with products and media is crucial for optimizing distribution channels and messaging strategies. By aligning distribution methods with customer preferences and evaluating the effectiveness of these approaches through measurable metrics, Acadia Park Equipment Co. can potentially reverse the trend of declining sales and reconnect with its customer base.
References
1. Armstrong, G., & Cunningham, M. H. (2021). Principles of Marketing. Pearson.
2. Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
3. Lusch, R. F., & Vargo, S. L. (2014). Service-Dominant Logic: Premises, Perspectives, Possibilities. Cambridge University Press.
4. Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being. Pearson.
5. Schindler, R. M., & Dibb, S. (2019). Selling and Sales Management. Pearson.
6. Grönroos, C. (2017). Service Management and Marketing: Managing the Service Profit Logic. Wiley.
7. Kotler, P. (2017). Marketing Management. Pearson.
8. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.
9. McDaniel, C., & Gates, R. (2018). Marketing Research Essentials. Wiley.
10. Baker, M. J., & Sutcliffe, P. (2019). Marketing Strategy and Management. Macmillan International Higher Education.