EOC: Week 5 Social Networks and Job Hunts

Companies use various marketing techniques to catch the response of consumers. To understand this you have to understand the stimuli-response which consists of the four P’s: product, price, place, and promotion. Other stimuli include major forces and events in the buyer’s environment: economic, technological, political, and cultural. All these inputs enter the buyer’s black box, where they are turned into a set of observable buyer responses. For the marketer to understand how the stimuli are changed into responses inside the consumer’s black box. The black box leads to the buying attitudes, purchase behavior, and company relationship behavior. With today’s modern technology marketers are now working to harness newfound communications power of their everyday customers. Marketers select their brand ambassadors very carefully, based on customers’ devotion to the brand. Ambassadors are made to know everything about a brand they are loyal to and attract others to this brand using such things as blogs. As a reward they receive product samples and discounts on their favorite brand. Ambassadors are usually hired college students and they usually are hired due to their knowledge of a company as well as the people on their facebook. Ambassadors help organize events such as JetBlue’s BlueDay, now in its third year. Held on 21 college camuses. According to the advertising director for jet blue says that the ambassadors are crucial for the event to be successful. The brand ambassador approach has its critics. For example, some view the practice as underhanded or deceptive. However, to avoid charges of deception, most firms advise their ambassadors to openly reveal that they are representatives. Others worry that brand ambassadors will be perceived as hucksters who promote products because they get free stuff. Though ambassadors are becoming one of the best ways for brands to create brand loyalty.