Zappos Response Paper

Persuasive techniques are used to grab the audience’s, to establish credibility and trust, to stimulate desire for the product to motivate us to buy, vote, give money. The Hungry Jacks advertisement uses bribery to help sell their product, while the McDonald’s advertisement uses the buzzword ‘new’. The key persuasive techniques that Hungry Jack uses are frozen coke only a $1,Free whooper, The Outlaw menu and the Hungry Jacks logo to attach people attention. The Mc Donald’s advertisement uses It’s a brand new burger”, Tasty Aussie lamb, All new Pattie and Only $4.95. The ‘buy one, get one free’ offer entices the audience to purchase the product as they get something extra in reward. Mc Donald advertisement using phrases words to persuasive people

Sales have been strong and now we have the funds to invest in new marketing activities. The activities we are undertaking to promote our products to target customers include informing, persuading, and reminding (Bovee, 2/2012, p. 308). While we at On the Level Lemons have an effective in person retail interface with our customers, we have replaced our sales pitches with conversations. While our competitors at That Other Lemon Stand have been using penetration pricing, we have been placing focus on our salespeople who have been tailoring communication to customers and are very important in building relationships. On the Level Lemons has also maintained a strong social media presence on popular social media networks to ensure a better brand awareness and association among our target audience.

Thank you for keeping us in mind with this claim. Our office spoke with Mr. Darmstadter and we are currently in the scheduling process for this claim. During our correspondence, Mr. Darmstadter requested an inspection for the telephone hardwiring throughout the home. Zap Consulting does not inspect hardwired circuitry, as this requires the expertise of a certified electrician. Please note, we will proceed with a damage assessment on the standard electronic items, and photograph any exposed telephone wiring. Please feel free to contact our office if you have any questions. Have a wonderful day.

Sometimes it’s not so important that your product fits the exact needs of the segment you target; rather, it’s vital that customers perceive that you do, even if it’s not true. In order to achieve this, the proper amount of advertising and sending the appropriate message are both vital.

Although Zappos does well in its internal culture building, it never When comes to building the external culture in Zappos, the most important thing is all about the good customer experience (Wolske, 2014). As a shopping website, Zappos attracts customers by offering the ease of finding or searching the products and the good customer services before and after the purchase.

When trying to communicate a sound and creative solution to a problem, it is important to persuade the target audience. In many instances, communications of this type fail to reach an agreement with the target audiences. When a company fails to reach this agreement it often ends in bad business or lost accounts, and there is a great example of failing to persuade the target audience within the Raymond Storage Concepts Inc.’s sales team. The latest example of a lost account is when the RSCI dealership tried to pitch their Radio Shuttle as a new material handling practice to ABC Company. Although the Radio Shuttle is a great product, it was RSCI’s job to persuade their audience to buy this product, to defeat their main competitor, Cardinal Carryor.

“You can manipulate consumers into wanting, and therefore buying, your products. It’s a game.” ~ Lucy Hughes, co-creator of “The Nag Factor”

In effort to bring in consumers, Abercrombie and Fitch uses indirect strategies to attract and persuade its customers. Large wall photos, uplifting techno songs, and dimmed lighting make for a relaxing ambiance to draw in its buyers. Apart from its in-store attractions, Abercrombie and Fitch use commercial advertising, e-posts, and online music to bring in its consumers. With all of these unique strategies, the Abercrombie and Fitch industry has been proven successful for over 100 years.

The goal of Zappos was to meet the demands of customers by offering great selections in sizes, brands and colors. In meeting the demands of its customers by ensuring that all aspects of the company, including culture, customer service, inventory management and recruiting, were properly managed, the company soared in sales and was profitable with net sales of about $650 million in 2008. [2]

Likewise, the Marks and Spencer case seemed to follow Fords idea that ‘we know what the consumer wants, regardless of what they tell us.’ From the standpoint of someone who has had first hand experience attempting to sell a good or product at the Akron Zoo, I’ve found it more effective to take in feedback from the customer or target audience. When Marks and Spencer started to advertise, and from what I understood to be engaging in two-way symmetric communication, they found themselves selling more products.

Promotion acts as the catalyst to drive upper-funnel activity to gain the interest, action, trial and eventual loyalty of prospective customers (McGovern, Quelch, 2005). The essence of promotional strategies center on communicating with prospective customers through the channels they most often

Target has done well in all the areas of integrated marketing communication strategy mix. Target created designer line collections which take control over the entire integrated marketing communication strategy mix. For instance, Target uses a variety of tactics to communicate its “cheap chic” positioning, beginning with its slogan, “Expect More, Pay Less.” In its stores, Target uses strategically placed low shelves, halogen and track lighting, cleaner fixtures, and wider aisles to avoid visual clutter. (Kotler, 2011) Targets also painted in the air near busy airports the companies signature red bull’s eye on the roof of their stores. Targets utilize strong sales promotions through technology such as the internet, Target.com social media sites

What makes the middle aged mother to buy cloths in Zara while the daughter aged in mid 20s buys Zara clothing? Because it is fashion able and up to trend. By collecting data and focusing on shorter response times, the company ensures that its stores are able to carry clothes that the consumers want at that time. Zara can move from identifying a trend to having clothes in its stores within 30 days. That means Zara can quickly and catch a winning fashion trend, while its competitors are struggling to catch up. Catching fashion while its hot is a clear recipe for better margins with more sales happening at full prices and fewer discounts. In comparison, most retailers of comparable size

The employees that have direct contact with our consumers have been fully trained to give the prospective customers guidance on the types of products to try and how to use them. Their intention is not to pressure the consumer into a purchase but to gain their interest in the product range. The service which is provided is on a more personal basis than some of the leading competition which gives us an advantage.

These interactions between customers lead to broader implications of persuasion and compliance. Compliance is defined as, “Responding favorably to an explicit request by another person.” (Gilovich, et al., 2013). Persuasion is defined as, “The action of influencing someone or of being influenced to do or believe something.” (Gillath, 2014). These mechanisms of persuasion and compliance could carry larger implications outside of the retail setting. It seems as though people are much more likely to be compliant to a request and succumb to persuasion if they are in a better mood. Therefore, if salespeople, telemarketers, charities, and other institutions were to add a more personal experience to their target they will increase the likelihood of that individual to be persuaded or