Q4a. Suppose that Jamestown. NJ, has two florists. Florist A uses a traditional
ID: 1202459 • Letter: Q
Question
Q4a. Suppose that Jamestown. NJ, has two florists. Florist A uses a traditional mass marketing approach to attract customers, while Florist B uses a “one-to- one” approach. Which florist is more likely to use each of the following campaigns? Why? (4X1.5 = 6 points)
I. Mother’s Day and Valentine’s Day specials, supported by radio commercials the week before each holiday.
II. Color brochures of wedding flowers sent to women registered on David’s Bridal registry (the florist obtains the details through the David’s Bridal marketing department).
III. A small bouquet of flowers sent to newlyweds on their “first anniversary”.
IV. An ad in the Yellow pages that reads “Flowers for all occasions”.
Q4b. In your opinion, which Florist would be more successful in Jamestown? Discuss
Explanation / Answer
(Q4a)
(I) Florist A
A radio commercial is a mass marketing strategy, so A is likely to use it.
(II) Florist A
A Bridal registry is a mass marketing tool, so A is likely to use it.
(III) Florist B
This is a purely personalized service, so B should like it.
(IV) Florist A
Yellow pages is a mass marketing tool, so A should like it.
(Q4b)
I believe that A should be more sucessful. If a town has only two florists, it must be a small town. Customer base is low for both florists. In this circumstance, an 1-to-1 strategy will not be too effective in increasing saless because it is more expensive to pursue, and two, number of repeat customers is likely to be lower. In contrast, a mass marketing advertising will reach many members of the public and so, the target customer base is much largers and probability of conversion from potential customer to actual customer is much higher. So, Florist A preferring mass marketing is likely to succeed more.
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