Assessment 4
Select a company and write an analysis of how it uses the Internet to better educate its current and potential customers about its products in order to build greater brand recognition.
• Questions to Consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a fellow learner, a work associate, an interested friend, or a member of the business community.
• Even when customers may fit the profile of the type of consumers who would purchase a product, they still may not make the purchase. Hence, some companies use advertising to remind customers that their products help consumers fit a particular social image. Some companies use rebates and coupons to entice customers to buy their products instead of other products. Still other firms rely on sales to entice consumers to buy. Although companies should use a variety of methods, which particular method do you believe is most useful and why?• Many companies attempt to use customers’ own attitudes toward the world as a means of developing a relationship with the customers. What is an example of a promotional campaign you have seen a company use to try to influence customer beliefs to create a demand for a certain product? What were the product and the company selling the product? What was the media and promotion campaign? What belief system do you think the company was trying to use to connect with customers? Following are some examples: o A company that sells weight-loss products might show more television commercials during the month of January because it hopes to capitalize on some customers’ beliefs that they should make a New Year’s resolution to become healthier.o Proctor and Gamble created a sweepstakes to reward customers for lowering their energy consumption by using the Cold Water Tide product. By participating in the program, customers were able to feel like they were making a difference in reducing energy consumption. In this way, Proctor and Gamble was using customer attitudes to promote its product.• Assessment Instructions
Select a company and analyze how it uses the Internet to better educate its current and potential customers about its products in order to build greater brand recognition.
Complete the following:
• Select a firm that uses the Internet to offer consumers detailed and helpful information on its products.• Describe the selected firm and its business.• Locate the firm’s Web site. Analyze the Web site and how the firm uses it for brand recognition.• Explain how the Web site is used to educate customers about the firm’s products. Provide examples.• Describe how the Web site is used to create a lasting, favorable impression of the firm with customers. For example, consider how the firm may use its Web site to increase top-of-mind awareness of its products.• Describe how the strategies used may affect customer behavior toward the firm’s products.
Use proper APA style and formatting. The content of your assessment should determine its length
Customer Knowledge and the Internet Scoring Guide
Customer Knowledge and the Internet Scoring Guide Grading Rubric
Criteria
Non-performance
Basic
Proficient
Distinguished
Describe a firm that uses the Internet to provide brand recognition and information about its products to customers.
Does not identify a firm that uses the Internet to provide brand recognition and information about its products to customers.
Identifies but does not describe a firm that uses the Internet to provide brand recognition and information about its products to customers.
Describes a firm that uses the Internet to provide brand recognition and information about its products to customers.
Describes a firm that uses the Internet to provide brand recognition and information about its products to customers and compares with non-Internet branding decisions.
Analyze how a firm uses the Internet to educate customers on its products.
Does not identify how a firm uses the Internet to educate customers on its products.
Identifies but does not analyze how a firm uses the Internet to educate customers on its products.
Analyzes how a firm uses the Internet to educate customers on its products.
Analyzes how a firm uses the Internet to educate customer on its products and contrasts with competing firms that use the Internet.
Describe how the strategies used by the firm may affect customer behavior.
Does not identify how the strategies used by the firm may affect customer behavior.
Identifies but does not describe how the strategies used by the firm may affect customer behavior.
Describes how the strategies used by the firm may affect customer behavior.
Describes how the strategies used by the firm may affect customer behavior and predicts the level of effectiveness of the activities.