The Science of Persuasion
The videos explore the surprising association of science in practicing persuasion. As such, it is concluded that people don't always consider all the information to guide their thinking. The human behavior is also governed by six main factors which are the key influences on persuasion. They are reciprocity, scarcity, authority, consistency, liking, and consensus. In this regard, the video makes practical revelations concerning persuasion which is a common practice across current social settings. Most people are bound to be persuaded following the implementation of the factors as mentioned earlier.
How Stores Track your Shopping Behavior – Ray Burke
This video by Ray Burke uses his personal experience and background to determine people's shopping behavior. The simulation of people's shopping experience has been modified using tools such as the eye tracking technology and virtual reality simulations with the aim of studying shoppers in their natural environment. In this context, shoppers are defined based on their intentions after walking into a store as well as their preferences regarding services and products. Tracking shoppers is an approach that could be used to improve customer satisfaction and determine the changing customer trends and needs. Overall, tracking shopping behavior is a marketing strategy that could be used to improve the company's productivity and identify the respective target markets.
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Positioning, Segmentation, Differentiation
The video defines positioning as the foundation on which the entire commercial brand is built while determining what and to whom the products are to be sold to. It is through positioning that segmentation applies based on the demographics, psychographics, and the behavioral characteristics (Franzen & Moriarty, 2015). On the other hand, it is through differentiation that the companies can reach their customers. This applies to the characteristics of the product itself, attributes and values. Furthermore, the image, customers of the brand, and channels are also used to reach customers. Segmentation defines the valuable customer while positioning establishes the value of the brand. All these aspects create an effective marketing plan as they identify with the consumers and provide the necessary products and services for the target market.
Segmentation, Targeting and Positioning with Gap Inc.
The video focuses on Gap Incorporated that focuses on the clothing industry. According to this video, the factors of segmentation, targeting, and position are effectively applied by the Gap Company which are the main influences of its success. The company uses these approaches to target middle-class consumers by giving them a wide range of products that are worth their money (Weinstein, 2013). On the other hand, Banana Republic Company targets upper-class individuals who are career oriented and successful. Specifically, this company tends to be more organized and fashion-oriented. As for the Gap Inc., its customer-loyalty to the brand has been influenced by the company's provision of all age gap consumers and satisfying their social needs. As such, Gap Inc. has an efficient brand marketing strategy.
Reference
Franzen, G., & Moriarty, S. E. (2015). The science and art of branding . Routledge.
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business and technology firms . Routledge.
