Develop a campaign for a product category

1. Consumers are typically reluctant to buy furniture. What are the purchase obstacles (practical and psychological) to purchasing furniture? How has Jordan’s Furniture tried to overcome these obstacles? Could they do more, and if so, what?

2. using the consumer decision process model, describe the typical process of purchasing a piece of furniture. What type of consumer decision is this? How does understanding the decision process model influence Jordan’s marketing strategy?

3. Jordan’s Furniture’s shopping-as-entertainment strategy has worked to make the company’s business more successful. Would this strategy work for other product categories?

Develop a campaign for another product category, employing some shopping-as-entertainment-style tactics.

Set up groups of four students each. Each student is to take one of the following hypothetical organizational types: a large manufacturing firm, a medium-sized community hospital (350 beds), a government agency such as the Equal Employment Opportunity Commission, or a small mom-and-pop department store with 10 full-time and 15 part time employees.

Students will bring their analyses to a group meeting for discussion and to compare similarities and differences.

a. What are the criteria used in the different organizations?

b. What factors affect the end results?

c. What environmental forces are important for the various organizations?


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