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Consumer Behavior in Marketing: Recommend a Branding Strategy to Attract New Hires

An organization offers a great deal of opportunity and satisfaction, but many potential employees dismiss the career opportunities as too hard, too bureaucratic, too demanding, too easy, too "mickey mouse...".  Examples might be a military or government organization, a large global corporation, or ... you name it. Your job is to recommend a branding strategy to attract new hires. Make 3 solid recommendations using what you learned in at least 3 of the assigned readings. Demonstrate your understanding of your target market and consumer behavior principles.

Expectations

Write your paper as a consulting report or memo. Take a strong position. Consultants don't get paid to be wishy-washy. Since you're part of an elite group, it's taken for granted that you will use superb grammar and spelling. You will be evaluated on

(a) your ability to integrate the assigned readings into your response,
(b) logic and analysis, and
(c) organization and clarity.

You will lose points if you just summarize what you read or present definitions.

Required Readings:

Anonymous. Introduction to Consumer Behavior. USC Marshall School of Business.
http://www.consumerpsychologist.com/cb_Introduction.html

These published notes may also be helpful (although a little simplistic):

http://www.udel.edu/alex/chapt6.html

Milkman, Katherine L. (2008) Tap Consumers' Desire for "Shoulds".

Harvard Business Review; Jul-Aug2008, Vol. 86 Issue 7/8, p22-23
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=32708749&site=ehost-live

O'Connell, Andrew. Reding The Public Mind.

http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=53862128&site=ehost-live

Deshpandé, Rohit (2010) Why You Aren't Buying Venezuelan Chocolate. Harvard Business Review (Vol. 88, December) 25-27.
http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=55456988&site=ehost-live

Schneider, Joan and Julie Hall. (2011). Why Most Product Launches Fail.

Harvard Business Review; Vol. 89 (April) 21-23

http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=59475446&site=ehost-live

Bulik, Beth Snyder. (2010). Mad Ave's myopia when it comes to Main Street. Advertising Age Oct 11, 2010 Vol. 81, Iss. 36; pg. 34, 1 pgshttp://goliath.ecnext.com/coms2/gi_0199-13908178/Mad-Ave-s-myopia-when.html

Edelman, David C. Branding in The Digital Age. (2010). Harvard Business Review. Vol. 88 (December) pp. 62-69.

http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=55461895&site=ehost-live

Optional:

Barwise, Patrick and Meehan, Sean (2010) . The One Thing You Must Get Right When Building a Brand.
Harvard Business Review; Dec2010, Vol. 88 Issue 12, p80-84

http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=55461899&site=ehost-live.

Solution Preview

The Role of Consumer Behavior in Marketing Decisions

Executive summary

The purpose of this paper is to provide examples of three major recommendations of brand strategies which may be used in attracting new hires. While providing the recommendations, a demonstration of the target market and the consumer behavioral principles whereby the target market is the new hires with respective behavioral principles is also provided.

Introduction

Having knowledge on a firm's consumers plays a major part in improving the organizations marketing strategies through a clearer understanding of certain issues for example consumer psychology. Consumer behavior is a study of the behavior of individuals and the process that they use in selecting, using and securing products that differ in their importance. A creative brand strategy involves the act of creating a solid brand identity for an organization or a company and then making way for the customers to associate the brand identity with the organization's name (What is consumer buying behavior).

The role of consumer behavior in marketing decisions

Consumer behavior has a role of affecting decision making for example in selecting the brand strategy. Branding strategies assists an organization in gaining competitive advantage. Branding strategies plays part in communicating an organization's value to the customers. Product brand were developed previously as ownership ...

Solution Summary

The purpose of this paper is to provide examples of three major recommendations of brand strategies which may be used in attracting new hires. While providing the recommendations, a demonstration of the target market and the consumer behavioral principles whereby the target market is the new hires with respective behavioral principles is also provided. This solution is 773 words.

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