Individual Assignments – MKT 208
Chapter 12- Self- concept and Lifestyle
My classification and the behaviors associated with it accurate are accurate. I am fun-loving and use video and games as a source of entertainment. I never want to get bored. As a result, I always seek ways to keep myself entertained. However, I feel that some of the qualities are not a correct match, such as being the center of low-status street culture. I strive to become better every day and wear my achievement with pride. The characteristic helps me to seek personal development every day, regardless of the challenges that life brings. I have some qualities of an achiever, such as finding financial independence to gain power in my society, putting myself and my family first, and being committed to the job that I like. However, the striver defines me most correctly.
Chapter 13- Situational Influences
Depending on which part of the town I am and my mood, I frequent two coffee shops in Dubai, The Sum of Us and Roseleaf. I have realized that the two coffee shops differ in various aspects, especially the interior design and arrangement. The Sum of Us is mostly brown and grey inside, creating a very relaxed atmosphere. It has tables set apart and each with four seats, which makes the place less crowded. The mood is very welcoming, and when music is played, it is usually calm and serene. It is a place one can go when seeking to relax. On the contrary, when at Roseleaf, I feel like I am in a garden. The area has flowerpots inside, which creates a connection with nature. It is well lit and with minimal furniture, which makes it less crowded. I believe the differences reflect the owner’s preferences and their understanding of target customers.
Describe the Consumption Rituals
My family has various consumption rituals that align with ritual situations from our culture. One of the rituals is thanksgiving before meals. In my culture, it is a ritual to give thanks for abundance to attract more blessings in the future. The other consumption ritual is service. In my family, every member serves their food to prevent wastage. In my culture, wasting food is taboo. Finally, guests are accorded the honor of serving first, which reflects our tendencies to value our guests.
Part II
Johnson can address the negative effect of the false publicity regarding its products containing Talcum Powder, which contains cancerous substances by creating messages targeted to customers to counter the negative perception. The company could appeal to consumers by creating a campaign to show how much it cares for their babies. It could use an image of a young mother enjoying the company of her children after using J&J products. The company can also use PR and CSR, such as sponsoring children’s hospitals in the most affected countries, such as India. It will send the message that it cares for the health of babies and children and that it cannot do anything that could place them at any risk. It can also use the strategy along with a campaign to clarify to the public that the news about the carcinogenic agent in the products was false. Generally, the management should be intentional about reaching out to the customer and appealing to them to get the right information from the company instead of malicious media content.
Appendix
Your VALS™ Type
Primary Type: StriversSecondary Type: Achievers
Your primary VALS type means that you are most like the Strivers consumer group. Your secondary type—the group you are next most like—is Achievers.
Your primary VALS type represents your dominant approach to life. The secondary type represents a particular emphasis on the dominant approach.
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