MRKT discussion questions week04 Research Paper Example | Topics and Well Written Essays - 750 words

MRKT discussion questions week04 - Research Paper Example In low involvement product, differences in segmentation were not that evident and often ignored. The reason I can surmise why segmentation is more evident in high involvement product than low involvement product was that high involvement product takes so much resources and time from the consumer that segmentation becomes significant. For example, in the respondents whom I asked for their considerations before buying the car, the interviewees really made a careful thought before buying the car. Considerations like fuel consumption, maintenance, up front cost, performance, comparison with other cars, etc. were considered before buying the car if indeed it was a real value for their money. Here, cars that were positioned in the lower to middle segment in the market caught their attention. High end cars with exorbitant price tags were automatically struck off from their list. Therefore, the segmentation of the market in terms of price worked for my respondents even if they belong to uppe r middle class income bracket who could afford more expensive cars. To validate my initial assumption about segmentation, I asked a respondent why he is zeroing in on value cars and not the flashy cars which men typically like. He replied that he used to like but learned how to be frugal after the financial crisis because, as he said, â€Å"you never know, you might lose your job tomorrow.† He said that he has to be practical these days especially in high ticket items that will be purchased because of the uncertainty of the economy. Moreover, the money he saved from buying to value cars instead of the more expensive ones will go to his savings as a â€Å"buffer† during uncertainties. Comparing the car purchase with low involvement product, most of the respondents did not give much thought about the purchase and just put the product in their grocery baskets everytime they shop (the item I asked for low involvment product was shampoo). I asked them why and they replied t hat they are used to their brands already and they will only consider other brands if it is not available. I asked if price or other factors influence their buying behavior and they responded that only if it is very significant. But if it just within the price range of a regular shampoo, they do not mind slight difference. Perhaps this is more applicable to the segmentation of gender because the female respondents (two of them) were emphatic in having their particular brands due to reason that it â€Å"suits them† while the men were not that conscious about their shampoo and just pick up the same brand of shampoo out of familiarity but would not mind using another brand. 2. How would the marketing differ for the different segments you identify? High involvement products are high stake purchase for the consumers and they really take the time before making the purchase. As such, high involvement products are very conscious to position themselves according to the considerations of their target market. For example, in the car industry manufacturers that target the low to middle market astutely emphasize values in their products such as fuel efficiency, mileage, reliability and price. The reason for this positioning is that their market is price sensitive and they have to communicate and package themselves as the best value for their money. In the high end cars, they observably emphasize style, comfort and image to appeal to their market

Contemporary Issues in Organisational Behaviour Essay

Contemporary Issues in Organisational Behaviour - Essay Example In order to understand what information technology does to organisational behaviour, one should understand what information technology does in an organisation. Its main functions are information capture, information storage, information manipulation, and information distribution. It is found that computer system increased the amount of factual information, increased the involvement of employees in decision making especially related to computer issues, and increased the ability to check on activities in real time. As Bakan et al (n.d.) point out, with this increased presence of information technology, it has become possible for employees to feel that they get easy access to correct information and also that they can easily influence the decisions and behaviours of others. Though the above mentioned are the positive side, there are a large number of challenges for the organisational behaviour. ... In addition, more and more people lose their jobs as a result of this change. Thus, there is a feeling of insecurity and fear in employees around the world. This is one of the most important challenges for organisational behaviour to handle at present. Along with this comes the problem of lack of motivation. Admittedly, when communication takes place through modern communication devices, and when machines replace man, there is lack of direct interaction. Thus, increased insecurity along with decreased interaction leads to a drop in motivation levels. In other words, today’s organisations are spread across various geographical areas and are connected mainly using the advanced communication technology. However, this modern technology can, at times, function as hindrances for managers in knowing their employees of distant places personally. As studies have proved, it is vital to know the culture of people to motivate them. For example, there is the study by Sohrabi, Gholipour and Amiri (2011) which found the groups that are virtually linked show less job satisfaction, less job involvement, less job commitment, and less organisational citizenship. Handling globalisation and its various effects In the opinion of Chaneta (n.d), the second major challenge is the globalisation and its various impacts. Some important aspects of globalisation that affect businesses at present are the movement of valuable skills and investments, increasing cultural diversity, immigration, job migration, and multicultural workplaces. Admittedly, globalisation leads to the creation of cultural diversity within the society and organisation. These various cultures have various attitudes and ways of interaction. For example, while the Americans believe in