Assignment Prompt & Instructions
– ## Week5DiscussionResponse-MarketingforCompetitiveness.docx
– ## Week5LearningResources-MarketingforCompetitivness.docx
**## Week5DiscussionResponse-MarketingforCompetitiveness.docx**
**Marketing for Competitiveness**
**Week 5 Discussion Response**
**Colleague 1**
Kristina Rivera
Experience and Purchase Analysis
Kareh (2018) states, “focusing on processes means channeling discipline to ensure that marketing concepts are playing an integral role in all marketing practices. This is accomplished by utilizing insights to create win-win relationships with suppliers and partners to increase efficiency and drive down cost and by turning data delivered into recommendations that steer production toward consumer-driven goods and services that meet consumers’ needs.” Persuasion plays a powerful role in shaping customer behavior, especially when buyers are uncertain of their needs. Techniques like social proof, authority, scarcity, and emotional appeal can nudge consumers toward a particular decision that they may not have made otherwise. I recently found myself debating where I wanted to buy a new apple watch or change to a Germin water. I already had an apple watch, and the battery has been an issue as of late. My husband and I reviewed each type of watch to identify what we needed and what would be nice to have. After hearing a persuasive pitch from a sale associate, and a personal review of the store manager, I felt increasingly drawn to replacing my apple watch over purchasing a Garmin watch. The associate emphasized how apple watches compare to the Garmin watches. Despite my initial hesitation, I made the purchase. This decision was driven by emotional triggers and perceived value than the necessity.
4Ps
Emerald Works Limited (n.d.) states, the 4Ps of marketing is a model for enhancing the components of your marketing mix – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion and place.” The 4Ps of marketing were all at play in that decision. The product’s sleek design and health tracking features aligned with my lifestyle. The promotional discount and financing ability made it feel like it was the smartest financial choice. The in-store experience allowed me to interact with the device firsthand, building trust. For me, it was the promotion that sealed the deal with the combination of expert endorsement, persuasive messaging, and a sense of exclusivity transformed my uncertainty into action.
Persuasion significantly influenced my decision to purchase the apple watch. For me it was primarily through a marketing campaign that strategically combined emotional appeal and social validation. Initially unsure if I wanted the watch, I was swayed by influencer endorsement that framed it as essential for productivity and wellness. The campaign used scarcity tactics paired with a discount and financing promotion to create urgency, and the sales associate reinforced the product’s value. Promotion had the greatest influence on my decision to purchase the apple watch, as persuasive messaging, influencer endorsement and limited time offers created a strong emotional and social appeal. These tactics reframed the product as essential to my lifestyle, resulting in my purchase.
References:
Emerald Works Limited. (n.d.).
[The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download). MindTools.
[https://www.mindtools.com/pages/article/newSTR_94.htm\
Links to an external site.](https://www.mindtools.com/pages/article/newSTR_94.htm)
Kareh, A. (2018, January 3).
[Evolution of the four Ps: Revisiting the marketing mix Links to an external site.\
Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
**Colleague 2**
Delores Langston
Buying Experience
A recent example of a purchase where I was uncertain whether it was a want or a need was when I decided to buy a smartwatch. Initially, I questioned whether the product was necessary, given that my smartphone already provided basic fitness tracking features. However, the convenience of having an all-in-one device for health monitoring, communication, and productivity ultimately persuaded me to make the purchase.
Impact of Persuasion and Marketing Strategy
Persuasion played a critical role in my decision. The smartwatch marketing campaign emphasized lifestyle enhancement by portraying athletes, professionals, and families who seamlessly integrated the device into their routines. This approach reflects a strategy of aspirational marketing, in which the product is positioned not simply as a tool but as a pathway to improved health, efficiency, and connectivity. For example, advertising highlighted features such as heart rate monitoring, sleep tracking, and productivity notifications, creating the impression that the smartwatch was a necessity rather than a luxury (Emerald Works Limited, n.d.).
The campaign’s strategy further relied on creating emotional appeal and social proof through testimonials and influence endorsements. According to Emerald Works Limited (n.d.), effective marketing strategies within the 4 Ps framework often focus on shaping consumer perceptions of value. In this case, the promotional strategy blurred the distinction between a “want” and a “need” by presenting the smartwatch as essential to achieving modern lifestyle goals.
The Role of the 4 Ps
Of the 4 Ps of marketing: Product, Price, Place, and Promotion, the most influential factor in my decision was Promotion. The advertisements framed the smartwatch as a lifestyle upgrade rather than a simple gadget. As Kareh (2018) explains, Promotion within the marketing mix has evolved to emphasize brand storytelling and emotional connection, both of which were evident in this campaign.
Price acted as a secondary factor; while the smartwatch was costly, discounts and financing options reduced the perceived financial barrier (Kareh, 2018). Place was also relevant, as online retailers provided easy accessibility and fast delivery. However, without the strong promotional efforts, I likely would not have perceived the smartwatch as a necessity (Emerald Works Limited, n.d.).
Conclusion
This experience demonstrates how persuasion and the marketing mix interact to shape consumer behavior. Marketing efforts can reposition a product from being perceived as a luxury to being framed as essential for daily life. In this case, Promotion was the most influential P, underscoring the importance of strategic messaging in consumer decision-making and reinforcing how persuasive marketing influences both rational and emotional aspects of purchasing behavior (Kareh, 2018; Emerald Works Limited, n.d.).
Reference:s
Emerald Works Limited. (n.d.). The marketing mix and the 4Ps of marketing. MindTools.
[https://www.mindtools.com/pages/article/newSTR_94.htm\
Links to an external site.](https://www.mindtools.com/pages/article/newSTR_94.htm)
Kareh, A. (2018, January 3). Evolution of the four Ps: Revisiting the marketing mix. Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120\
Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
**## Week5LearningResources-MarketingforCompetitivness.docx**
**Marketing for Competitiveness**
**Week 5 Learning Resources**
**The 4 Ps**
· Emerald Works Limited. (n.d.).
[_The marketing mix and the 4Ps of marketing_](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download?download_frd=1). MindTools. https://www.mindtools.com/pages/article/newSTR_94.htm
MindTools.com. The Marketing Mix and the 4Ps of Marketing: Understanding How to Position Your Marketing Offer. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newSTR_94.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Kareh, A. (2018, January 3).
[_Evolution of the four Ps: Revisiting the marketing mix_ Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
· Paxton/Patterson. (2017, March 14).
[_The 4 Ps of the marketing mix simplified_ Links to an external site.](https://www.youtube.com/watch?v=Mco8vBAwOmA) [Video]. YouTube.
[https://www.youtube.com/watch?v=Mco8vBAwOmA](https://www.youtube.com/watch?v=Mco8vBAwOmA)
**Selling Strategies**
Selling strategies are dependent on the buyer and seller’s relationship. A successful selling strategy isn’t always cut and dry; each strategy needs to be tailored to a specific outcome to move toward a result. There are essentially four selling strategies: script-based selling, needs-satisfaction selling, consultative selling, and strategic partnering. Through these resources, you will take a deeper dive into discovering how selling strategies enhance a marketing strategy.
· University of Minnesota. (2015).
[13.2 customer relationships and selling strategiesLinks to an external site.](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/). In
_Principles of marketing_. University of Minnesota Libraries Publishing.
[https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/)
· Newman, L. (2018, November 27).
[Sales is not a dirty word!Links to an external site.](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word) [Video]. TED Conferences.
[https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word)
· Pogue, D. (2006, February).
[Simplicity sellsLinks to an external site.](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/david_pogue_simplicity_sells?language=en](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en)
· TEDxYouth@GrandBahama. (2019, March).
[_Did you really want that? Exploring how sales professionals influence our choices_ Links to an external site.](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices) [Video]. TED Conferences.
[https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices)
**Consumer Behavior**
Consumer behavior is the study of what influences individuals and organizations to purchase certain products and support certain brands. Consumer behavior is also the study of how people are making purchase decisions to satisfy their needs, wants, or desires, and how their emotional, mental, and behavioral responses influence the buying decision. Marketing psychology, or the study of how and why we purchase goods or services, closely relates to consumer behavior. There are four factors that determine the characteristics of consumer behavior: personal, psychological, social, and cultural. All factors have a major impact on a consumer’s behavior and the characteristics that define a customer will change as their life changes.
· Ariely, D. (2008).
[_Are we in control of our own decisions?_ Links to an external site.](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en)
· Bakhtiari, K. (2020, May 18).
[_How will the pandemic change consumer behavior_ Links to an external site.](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6). Forbes.
[https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6)
· Dawar, N. (2018, May–June).
[Marketing in the age of Alexa](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR1803E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_96_ (3), 80–86.
· Grogan, K. (2018, November).
[_The dark side of our personal marketing data_ Links to an external site.](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en)
Soman, D., Kim, M., & An, J. (2018, Spring).
[Consumer behavior online: A playbook emergesLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=129112818&site=ehost-live&scope=site&authtype=shib&custid=s6527200).
_Rotman Management_ , 36–41.
**Value Creation and Value Capture**
Marketers work to create and capture the most value possible while maintaining a competitive advantage. Value capture is important to ongoing business survival because it allows for reinvestment in the business to create a stronger competitive advantage or fund research and development (R&D) for new products. A company can capture value by monetizing users and pricing appropriately, and then they can pass on that value to shareholders. Using these resources, you will examine how marketers create and capture value.
· Wienclaw , R. A. (2021).
[Product innovationLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=ers&AN=89163931&site=eds-live&scope=site&authtype=shib&custid=s6527200).
_Salem Press Encyclopedia._
· Bython Media. (2018, February 14).
[_Why continuous product innovation and differentiation are keys to sustained business success_ Links to an external site.](https://www.youtube.com/watch?v=n8AQ_78Moz8) [Video]. YouTube.
[https://www.youtube.com/watch?v=n8AQ_78Moz8](https://www.youtube.com/watch?v=n8AQ_78Moz8)
Laja, P. (2019, May 16).
[How to create a unique value proposition (with examples)Links to an external site.](https://cxl.com/blog/value-proposition-examples-how-to-create/).
_CXL_ .
[https://cxl.com/blog/value-proposition-examples-how-to-create/](https://cxl.com/blog/value-proposition-examples-how-to-create/)
· MaRS Startup Toolkit. (2015, October 13).
[_Creating value for the customer and developing a business model_ Links to an external site.](https://www.youtube.com/watch?v=Y3KTvAELD_w) [Video]. YouTube.
[https://www.youtube.com/watch?v=Y3KTvAELD_w](https://www.youtube.com/watch?v=Y3KTvAELD_w)
**Customer Value/Business Value/Culture Value**
Customer value is the perception of what a product or service is worth to a customer versus the alternatives. Business value is an informal term that includes all forms of value that determine the health and well-being of a company in the long run. Cultural values are the core principles and ideals upon which an entire community exists. These three principles are the core of a successful marketing strategy whereby the marketer understands an array of customer needs.
· Carr, D. J. (2019, January 28).
[_What value do you create? Marketing’s 3 types of value_ Links to an external site.](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756). Medium.
[https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756)
· Del Capo, G. (2019, October 11).
[_The customer value journey_ Links to an external site.](https://www.youtube.com/watch?v=Nrnxb_tdnnE) [Video]. YouTube.
[https://www.youtube.com/watch?v=Nrnxb_tdnnE](https://www.youtube.com/watch?v=Nrnxb_tdnnE)
· Mahajan, G. (2020).
[What is customer value and how can you create it?Links to an external site.](https://go.openathens.net/redirector/waldenu.edu?url=https://journals.sagepub.com/doi/10.1177/2394964320903557) _Journal of Creating Value_ ,
_6_ (1), 119–121.
[https://doi.org/10.1177/2394964320903557](https://doi.org/10.1177/2394964320903557)
**Porter’s Five Forces Analysis**
Porter’s Five Forces is a framework for analyzing a company’s competitive environment. The number and power of a company’s competitive rivals, potential new market entrants, suppliers, customers, and substitute products influence a company’s profitability. Porter’s Five Forces Framework is a method for analyzing the competitive environment of a business. It draws from industrial organization economics to derive five forces that determine the competitive intensity and, therefore, the attractiveness of an industry in terms of its profitability. Five forces analysis helps organizations to understand the factors affecting profitability in a specific industry and can help to inform decisions related to whether to enter a specific industry, whether to increase capacity in a specific industry, and the development of competitive strategies.
· Emerald Works Limited. (n.d.).
[_Porter’s five forces: Understanding competitive forces to maximize profitability_](https://waldenu.instructure.com/courses/184266/files/15152136?wrap=1) [Download Porter’s five forces: Understanding competitive forces to maximize profitability](https://waldenu.instructure.com/courses/184266/files/15152136/download?download_frd=1). MindTools. https://www.mindtools.com/community/pages/article/newTMC_08.php
MindTools.com. Porter’s Five Forces: Understanding Competitive Forces to Maximize Profitability. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newTMC_08.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Harvard Business Review. (2014, June 10).
[_The explainer: Porter's five forces_ Links to an external site.](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces) [Video].
[https://hbr.org/video/3590615226001/the-explainer-porters-five-forces](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces)
· Porter, M. E. (2008).
[The five competitive forces that shape strategy](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR0801E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_86_ (1), 78–93.
**## Week5LearningResources-MarketingforCompetitivness.docx**
**Marketing for Competitiveness**
**Week 5 Learning Resources**
**The 4 Ps**
· Emerald Works Limited. (n.d.).
[_The marketing mix and the 4Ps of marketing_](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download?download_frd=1). MindTools. https://www.mindtools.com/pages/article/newSTR_94.htm
MindTools.com. The Marketing Mix and the 4Ps of Marketing: Understanding How to Position Your Marketing Offer. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newSTR_94.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Kareh, A. (2018, January 3).
[_Evolution of the four Ps: Revisiting the marketing mix_ Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
· Paxton/Patterson. (2017, March 14).
[_The 4 Ps of the marketing mix simplified_ Links to an external site.](https://www.youtube.com/watch?v=Mco8vBAwOmA) [Video]. YouTube.
[https://www.youtube.com/watch?v=Mco8vBAwOmA](https://www.youtube.com/watch?v=Mco8vBAwOmA)
**Selling Strategies**
Selling strategies are dependent on the buyer and seller’s relationship. A successful selling strategy isn’t always cut and dry; each strategy needs to be tailored to a specific outcome to move toward a result. There are essentially four selling strategies: script-based selling, needs-satisfaction selling, consultative selling, and strategic partnering. Through these resources, you will take a deeper dive into discovering how selling strategies enhance a marketing strategy.
· University of Minnesota. (2015).
[13.2 customer relationships and selling strategiesLinks to an external site.](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/). In
_Principles of marketing_. University of Minnesota Libraries Publishing.
[https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/)
· Newman, L. (2018, November 27).
[Sales is not a dirty word!Links to an external site.](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word) [Video]. TED Conferences.
[https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word)
· Pogue, D. (2006, February).
[Simplicity sellsLinks to an external site.](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/david_pogue_simplicity_sells?language=en](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en)
· TEDxYouth@GrandBahama. (2019, March).
[_Did you really want that? Exploring how sales professionals influence our choices_ Links to an external site.](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices) [Video]. TED Conferences.
[https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices)
**Consumer Behavior**
Consumer behavior is the study of what influences individuals and organizations to purchase certain products and support certain brands. Consumer behavior is also the study of how people are making purchase decisions to satisfy their needs, wants, or desires, and how their emotional, mental, and behavioral responses influence the buying decision. Marketing psychology, or the study of how and why we purchase goods or services, closely relates to consumer behavior. There are four factors that determine the characteristics of consumer behavior: personal, psychological, social, and cultural. All factors have a major impact on a consumer’s behavior and the characteristics that define a customer will change as their life changes.
· Ariely, D. (2008).
[_Are we in control of our own decisions?_ Links to an external site.](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en)
· Bakhtiari, K. (2020, May 18).
[_How will the pandemic change consumer behavior_ Links to an external site.](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6). Forbes.
[https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6)
· Dawar, N. (2018, May–June).
[Marketing in the age of Alexa](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR1803E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_96_ (3), 80–86.
· Grogan, K. (2018, November).
[_The dark side of our personal marketing data_ Links to an external site.](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en)
Soman, D., Kim, M., & An, J. (2018, Spring).
[Consumer behavior online: A playbook emergesLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=129112818&site=ehost-live&scope=site&authtype=shib&custid=s6527200).
_Rotman Management_ , 36–41.
**Value Creation and Value Capture**
Marketers work to create and capture the most value possible while maintaining a competitive advantage. Value capture is important to ongoing business survival because it allows for reinvestment in the business to create a stronger competitive advantage or fund research and development (R&D) for new products. A company can capture value by monetizing users and pricing appropriately, and then they can pass on that value to shareholders. Using these resources, you will examine how marketers create and capture value.
· Wienclaw , R. A. (2021).
[Product innovationLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=ers&AN=89163931&site=eds-live&scope=site&authtype=shib&custid=s6527200).
_Salem Press Encyclopedia._
· Bython Media. (2018, February 14).
[_Why continuous product innovation and differentiation are keys to sustained business success_ Links to an external site.](https://www.youtube.com/watch?v=n8AQ_78Moz8) [Video]. YouTube.
[https://www.youtube.com/watch?v=n8AQ_78Moz8](https://www.youtube.com/watch?v=n8AQ_78Moz8)
Laja, P. (2019, May 16).
[How to create a unique value proposition (with examples)Links to an external site.](https://cxl.com/blog/value-proposition-examples-how-to-create/).
_CXL_ .
[https://cxl.com/blog/value-proposition-examples-how-to-create/](https://cxl.com/blog/value-proposition-examples-how-to-create/)
· MaRS Startup Toolkit. (2015, October 13).
[_Creating value for the customer and developing a business model_ Links to an external site.](https://www.youtube.com/watch?v=Y3KTvAELD_w) [Video]. YouTube.
[https://www.youtube.com/watch?v=Y3KTvAELD_w](https://www.youtube.com/watch?v=Y3KTvAELD_w)
**Customer Value/Business Value/Culture Value**
Customer value is the perception of what a product or service is worth to a customer versus the alternatives. Business value is an informal term that includes all forms of value that determine the health and well-being of a company in the long run. Cultural values are the core principles and ideals upon which an entire community exists. These three principles are the core of a successful marketing strategy whereby the marketer understands an array of customer needs.
· Carr, D. J. (2019, January 28).
[_What value do you create? Marketing’s 3 types of value_ Links to an external site.](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756). Medium.
[https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756)
· Del Capo, G. (2019, October 11).
[_The customer value journey_ Links to an external site.](https://www.youtube.com/watch?v=Nrnxb_tdnnE) [Video]. YouTube.
[https://www.youtube.com/watch?v=Nrnxb_tdnnE](https://www.youtube.com/watch?v=Nrnxb_tdnnE)
· Mahajan, G. (2020).
[What is customer value and how can you create it?Links to an external site.](https://go.openathens.net/redirector/waldenu.edu?url=https://journals.sagepub.com/doi/10.1177/2394964320903557) _Journal of Creating Value_ ,
_6_ (1), 119–121.
[https://doi.org/10.1177/2394964320903557](https://doi.org/10.1177/2394964320903557)
**Porter’s Five Forces Analysis**
Porter’s Five Forces is a framework for analyzing a company’s competitive environment. The number and power of a company’s competitive rivals, potential new market entrants, suppliers, customers, and substitute products influence a company’s profitability. Porter’s Five Forces Framework is a method for analyzing the competitive environment of a business. It draws from industrial organization economics to derive five forces that determine the competitive intensity and, therefore, the attractiveness of an industry in terms of its profitability. Five forces analysis helps organizations to understand the factors affecting profitability in a specific industry and can help to inform decisions related to whether to enter a specific industry, whether to increase capacity in a specific industry, and the development of competitive strategies.
· Emerald Works Limited. (n.d.).
[_Porter’s five forces: Understanding competitive forces to maximize profitability_](https://waldenu.instructure.com/courses/184266/files/15152136?wrap=1) [Download Porter’s five forces: Understanding competitive forces to maximize profitability](https://waldenu.instructure.com/courses/184266/files/15152136/download?download_frd=1). MindTools. https://www.mindtools.com/community/pages/article/newTMC_08.php
MindTools.com. Porter’s Five Forces: Understanding Competitive Forces to Maximize Profitability. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newTMC_08.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Harvard Business Review. (2014, June 10).
[_The explainer: Porter's five forces_ Links to an external site.](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces) [Video].
[https://hbr.org/video/3590615226001/the-explainer-porters-five-forces](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces)
· Porter, M. E. (2008).
[The five competitive forces that shape strategy](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR0801E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_86_ (1), 78–93.
**## Week5DiscussionResponse-MarketingforCompetitiveness.docx**
**Marketing for Competitiveness**
**Week 5 Discussion Response**
**Colleague 1**
Kristina Rivera
Experience and Purchase Analysis
Kareh (2018) states, “focusing on processes means channeling discipline to ensure that marketing concepts are playing an integral role in all marketing practices. This is accomplished by utilizing insights to create win-win relationships with suppliers and partners to increase efficiency and drive down cost and by turning data delivered into recommendations that steer production toward consumer-driven goods and services that meet consumers’ needs.” Persuasion plays a powerful role in shaping customer behavior, especially when buyers are uncertain of their needs. Techniques like social proof, authority, scarcity, and emotional appeal can nudge consumers toward a particular decision that they may not have made otherwise. I recently found myself debating where I wanted to buy a new apple watch or change to a Germin water. I already had an apple watch, and the battery has been an issue as of late. My husband and I reviewed each type of watch to identify what we needed and what would be nice to have. After hearing a persuasive pitch from a sale associate, and a personal review of the store manager, I felt increasingly drawn to replacing my apple watch over purchasing a Garmin watch. The associate emphasized how apple watches compare to the Garmin watches. Despite my initial hesitation, I made the purchase. This decision was driven by emotional triggers and perceived value than the necessity.
4Ps
Emerald Works Limited (n.d.) states, the 4Ps of marketing is a model for enhancing the components of your marketing mix – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion and place.” The 4Ps of marketing were all at play in that decision. The product’s sleek design and health tracking features aligned with my lifestyle. The promotional discount and financing ability made it feel like it was the smartest financial choice. The in-store experience allowed me to interact with the device firsthand, building trust. For me, it was the promotion that sealed the deal with the combination of expert endorsement, persuasive messaging, and a sense of exclusivity transformed my uncertainty into action.
Persuasion significantly influenced my decision to purchase the apple watch. For me it was primarily through a marketing campaign that strategically combined emotional appeal and social validation. Initially unsure if I wanted the watch, I was swayed by influencer endorsement that framed it as essential for productivity and wellness. The campaign used scarcity tactics paired with a discount and financing promotion to create urgency, and the sales associate reinforced the product’s value. Promotion had the greatest influence on my decision to purchase the apple watch, as persuasive messaging, influencer endorsement and limited time offers created a strong emotional and social appeal. These tactics reframed the product as essential to my lifestyle, resulting in my purchase.
References:
Emerald Works Limited. (n.d.).
[The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download). MindTools.
[https://www.mindtools.com/pages/article/newSTR_94.htm\
Links to an external site.](https://www.mindtools.com/pages/article/newSTR_94.htm)
Kareh, A. (2018, January 3).
[Evolution of the four Ps: Revisiting the marketing mix Links to an external site.\
Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
**Colleague 2**
Delores Langston
Buying Experience
A recent example of a purchase where I was uncertain whether it was a want or a need was when I decided to buy a smartwatch. Initially, I questioned whether the product was necessary, given that my smartphone already provided basic fitness tracking features. However, the convenience of having an all-in-one device for health monitoring, communication, and productivity ultimately persuaded me to make the purchase.
Impact of Persuasion and Marketing Strategy
Persuasion played a critical role in my decision. The smartwatch marketing campaign emphasized lifestyle enhancement by portraying athletes, professionals, and families who seamlessly integrated the device into their routines. This approach reflects a strategy of aspirational marketing, in which the product is positioned not simply as a tool but as a pathway to improved health, efficiency, and connectivity. For example, advertising highlighted features such as heart rate monitoring, sleep tracking, and productivity notifications, creating the impression that the smartwatch was a necessity rather than a luxury (Emerald Works Limited, n.d.).
The campaign’s strategy further relied on creating emotional appeal and social proof through testimonials and influence endorsements. According to Emerald Works Limited (n.d.), effective marketing strategies within the 4 Ps framework often focus on shaping consumer perceptions of value. In this case, the promotional strategy blurred the distinction between a “want” and a “need” by presenting the smartwatch as essential to achieving modern lifestyle goals.
The Role of the 4 Ps
Of the 4 Ps of marketing: Product, Price, Place, and Promotion, the most influential factor in my decision was Promotion. The advertisements framed the smartwatch as a lifestyle upgrade rather than a simple gadget. As Kareh (2018) explains, Promotion within the marketing mix has evolved to emphasize brand storytelling and emotional connection, both of which were evident in this campaign.
Price acted as a secondary factor; while the smartwatch was costly, discounts and financing options reduced the perceived financial barrier (Kareh, 2018). Place was also relevant, as online retailers provided easy accessibility and fast delivery. However, without the strong promotional efforts, I likely would not have perceived the smartwatch as a necessity (Emerald Works Limited, n.d.).
Conclusion
This experience demonstrates how persuasion and the marketing mix interact to shape consumer behavior. Marketing efforts can reposition a product from being perceived as a luxury to being framed as essential for daily life. In this case, Promotion was the most influential P, underscoring the importance of strategic messaging in consumer decision-making and reinforcing how persuasive marketing influences both rational and emotional aspects of purchasing behavior (Kareh, 2018; Emerald Works Limited, n.d.).
Reference:s
Emerald Works Limited. (n.d.). The marketing mix and the 4Ps of marketing. MindTools.
[https://www.mindtools.com/pages/article/newSTR_94.htm\
Links to an external site.](https://www.mindtools.com/pages/article/newSTR_94.htm)
Kareh, A. (2018, January 3). Evolution of the four Ps: Revisiting the marketing mix. Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120\
Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
**## Week5LearningResources-MarketingforCompetitivness.docx**
**Marketing for Competitiveness**
**Week 5 Learning Resources**
**The 4 Ps**
· Emerald Works Limited. (n.d.).
[_The marketing mix and the 4Ps of marketing_](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download?download_frd=1). MindTools. https://www.mindtools.com/pages/article/newSTR_94.htm
MindTools.com. The Marketing Mix and the 4Ps of Marketing: Understanding How to Position Your Marketing Offer. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newSTR_94.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Kareh, A. (2018, January 3).
[_Evolution of the four Ps: Revisiting the marketing mix_ Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
· Paxton/Patterson. (2017, March 14).
[_The 4 Ps of the marketing mix simplified_ Links to an external site.](https://www.youtube.com/watch?v=Mco8vBAwOmA) [Video]. YouTube.
[https://www.youtube.com/watch?v=Mco8vBAwOmA](https://www.youtube.com/watch?v=Mco8vBAwOmA)
**Selling Strategies**
Selling strategies are dependent on the buyer and seller’s relationship. A successful selling strategy isn’t always cut and dry; each strategy needs to be tailored to a specific outcome to move toward a result. There are essentially four selling strategies: script-based selling, needs-satisfaction selling, consultative selling, and strategic partnering. Through these resources, you will take a deeper dive into discovering how selling strategies enhance a marketing strategy.
· University of Minnesota. (2015).
[13.2 customer relationships and selling strategiesLinks to an external site.](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/). In
_Principles of marketing_. University of Minnesota Libraries Publishing.
[https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/)
· Newman, L. (2018, November 27).
[Sales is not a dirty word!Links to an external site.](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word) [Video]. TED Conferences.
[https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word)
· Pogue, D. (2006, February).
[Simplicity sellsLinks to an external site.](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/david_pogue_simplicity_sells?language=en](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en)
· TEDxYouth@GrandBahama. (2019, March).
[_Did you really want that? Exploring how sales professionals influence our choices_ Links to an external site.](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices) [Video]. TED Conferences.
[https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices)
**Consumer Behavior**
Consumer behavior is the study of what influences individuals and organizations to purchase certain products and support certain brands. Consumer behavior is also the study of how people are making purchase decisions to satisfy their needs, wants, or desires, and how their emotional, mental, and behavioral responses influence the buying decision. Marketing psychology, or the study of how and why we purchase goods or services, closely relates to consumer behavior. There are four factors that determine the characteristics of consumer behavior: personal, psychological, social, and cultural. All factors have a major impact on a consumer’s behavior and the characteristics that define a customer will change as their life changes.
· Ariely, D. (2008).
[_Are we in control of our own decisions?_ Links to an external site.](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en)
· Bakhtiari, K. (2020, May 18).
[_How will the pandemic change consumer behavior_ Links to an external site.](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6). Forbes.
[https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6)
· Dawar, N. (2018, May–June).
[Marketing in the age of Alexa](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR1803E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_96_ (3), 80–86.
· Grogan, K. (2018, November).
[_The dark side of our personal marketing data_ Links to an external site.](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en)
Soman, D., Kim, M., & An, J. (2018, Spring).
[Consumer behavior online: A playbook emergesLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=129112818&site=ehost-live&scope=site&authtype=shib&custid=s6527200).
_Rotman Management_ , 36–41.
**Value Creation and Value Capture**
Marketers work to create and capture the most value possible while maintaining a competitive advantage. Value capture is important to ongoing business survival because it allows for reinvestment in the business to create a stronger competitive advantage or fund research and development (R&D) for new products. A company can capture value by monetizing users and pricing appropriately, and then they can pass on that value to shareholders. Using these resources, you will examine how marketers create and capture value.
· Wienclaw , R. A. (2021).
[Product innovationLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=ers&AN=89163931&site=eds-live&scope=site&authtype=shib&custid=s6527200).
_Salem Press Encyclopedia._
· Bython Media. (2018, February 14).
[_Why continuous product innovation and differentiation are keys to sustained business success_ Links to an external site.](https://www.youtube.com/watch?v=n8AQ_78Moz8) [Video]. YouTube.
[https://www.youtube.com/watch?v=n8AQ_78Moz8](https://www.youtube.com/watch?v=n8AQ_78Moz8)
Laja, P. (2019, May 16).
[How to create a unique value proposition (with examples)Links to an external site.](https://cxl.com/blog/value-proposition-examples-how-to-create/).
_CXL_ .
[https://cxl.com/blog/value-proposition-examples-how-to-create/](https://cxl.com/blog/value-proposition-examples-how-to-create/)
· MaRS Startup Toolkit. (2015, October 13).
[_Creating value for the customer and developing a business model_ Links to an external site.](https://www.youtube.com/watch?v=Y3KTvAELD_w) [Video]. YouTube.
[https://www.youtube.com/watch?v=Y3KTvAELD_w](https://www.youtube.com/watch?v=Y3KTvAELD_w)
**Customer Value/Business Value/Culture Value**
Customer value is the perception of what a product or service is worth to a customer versus the alternatives. Business value is an informal term that includes all forms of value that determine the health and well-being of a company in the long run. Cultural values are the core principles and ideals upon which an entire community exists. These three principles are the core of a successful marketing strategy whereby the marketer understands an array of customer needs.
· Carr, D. J. (2019, January 28).
[_What value do you create? Marketing’s 3 types of value_ Links to an external site.](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756). Medium.
[https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756)
· Del Capo, G. (2019, October 11).
[_The customer value journey_ Links to an external site.](https://www.youtube.com/watch?v=Nrnxb_tdnnE) [Video]. YouTube.
[https://www.youtube.com/watch?v=Nrnxb_tdnnE](https://www.youtube.com/watch?v=Nrnxb_tdnnE)
· Mahajan, G. (2020).
[What is customer value and how can you create it?Links to an external site.](https://go.openathens.net/redirector/waldenu.edu?url=https://journals.sagepub.com/doi/10.1177/2394964320903557) _Journal of Creating Value_ ,
_6_ (1), 119–121.
[https://doi.org/10.1177/2394964320903557](https://doi.org/10.1177/2394964320903557)
**Porter’s Five Forces Analysis**
Porter’s Five Forces is a framework for analyzing a company’s competitive environment. The number and power of a company’s competitive rivals, potential new market entrants, suppliers, customers, and substitute products influence a company’s profitability. Porter’s Five Forces Framework is a method for analyzing the competitive environment of a business. It draws from industrial organization economics to derive five forces that determine the competitive intensity and, therefore, the attractiveness of an industry in terms of its profitability. Five forces analysis helps organizations to understand the factors affecting profitability in a specific industry and can help to inform decisions related to whether to enter a specific industry, whether to increase capacity in a specific industry, and the development of competitive strategies.
· Emerald Works Limited. (n.d.).
[_Porter’s five forces: Understanding competitive forces to maximize profitability_](https://waldenu.instructure.com/courses/184266/files/15152136?wrap=1) [Download Porter’s five forces: Understanding competitive forces to maximize profitability](https://waldenu.instructure.com/courses/184266/files/15152136/download?download_frd=1). MindTools. https://www.mindtools.com/community/pages/article/newTMC_08.php
MindTools.com. Porter’s Five Forces: Understanding Competitive Forces to Maximize Profitability. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newTMC_08.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Harvard Business Review. (2014, June 10).
[_The explainer: Porter's five forces_ Links to an external site.](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces) [Video].
[https://hbr.org/video/3590615226001/the-explainer-porters-five-forces](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces)
· Porter, M. E. (2008).
[The five competitive forces that shape strategy](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR0801E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_86_ (1), 78–93.
**## Week5DiscussionResponse-MarketingforCompetitiveness.docx**
**Marketing for Competitiveness**
**Week 5 Discussion Response**
**Colleague 1**
Kristina Rivera
Experience and Purchase Analysis
Kareh (2018) states, “focusing on processes means channeling discipline to ensure that marketing concepts are playing an integral role in all marketing practices. This is accomplished by utilizing insights to create win-win relationships with suppliers and partners to increase efficiency and drive down cost and by turning data delivered into recommendations that steer production toward consumer-driven goods and services that meet consumers’ needs.” Persuasion plays a powerful role in shaping customer behavior, especially when buyers are uncertain of their needs. Techniques like social proof, authority, scarcity, and emotional appeal can nudge consumers toward a particular decision that they may not have made otherwise. I recently found myself debating where I wanted to buy a new apple watch or change to a Germin water. I already had an apple watch, and the battery has been an issue as of late. My husband and I reviewed each type of watch to identify what we needed and what would be nice to have. After hearing a persuasive pitch from a sale associate, and a personal review of the store manager, I felt increasingly drawn to replacing my apple watch over purchasing a Garmin watch. The associate emphasized how apple watches compare to the Garmin watches. Despite my initial hesitation, I made the purchase. This decision was driven by emotional triggers and perceived value than the necessity.
4Ps
Emerald Works Limited (n.d.) states, the 4Ps of marketing is a model for enhancing the components of your marketing mix – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion and place.” The 4Ps of marketing were all at play in that decision. The product’s sleek design and health tracking features aligned with my lifestyle. The promotional discount and financing ability made it feel like it was the smartest financial choice. The in-store experience allowed me to interact with the device firsthand, building trust. For me, it was the promotion that sealed the deal with the combination of expert endorsement, persuasive messaging, and a sense of exclusivity transformed my uncertainty into action.
Persuasion significantly influenced my decision to purchase the apple watch. For me it was primarily through a marketing campaign that strategically combined emotional appeal and social validation. Initially unsure if I wanted the watch, I was swayed by influencer endorsement that framed it as essential for productivity and wellness. The campaign used scarcity tactics paired with a discount and financing promotion to create urgency, and the sales associate reinforced the product’s value. Promotion had the greatest influence on my decision to purchase the apple watch, as persuasive messaging, influencer endorsement and limited time offers created a strong emotional and social appeal. These tactics reframed the product as essential to my lifestyle, resulting in my purchase.
References:
Emerald Works Limited. (n.d.).
[The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download). MindTools.
[https://www.mindtools.com/pages/article/newSTR_94.htm\
Links to an external site.](https://www.mindtools.com/pages/article/newSTR_94.htm)
Kareh, A. (2018, January 3).
[Evolution of the four Ps: Revisiting the marketing mix Links to an external site.\
Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
**Colleague 2**
Delores Langston
Buying Experience
A recent example of a purchase where I was uncertain whether it was a want or a need was when I decided to buy a smartwatch. Initially, I questioned whether the product was necessary, given that my smartphone already provided basic fitness tracking features. However, the convenience of having an all-in-one device for health monitoring, communication, and productivity ultimately persuaded me to make the purchase.
Impact of Persuasion and Marketing Strategy
Persuasion played a critical role in my decision. The smartwatch marketing campaign emphasized lifestyle enhancement by portraying athletes, professionals, and families who seamlessly integrated the device into their routines. This approach reflects a strategy of aspirational marketing, in which the product is positioned not simply as a tool but as a pathway to improved health, efficiency, and connectivity. For example, advertising highlighted features such as heart rate monitoring, sleep tracking, and productivity notifications, creating the impression that the smartwatch was a necessity rather than a luxury (Emerald Works Limited, n.d.).
The campaign’s strategy further relied on creating emotional appeal and social proof through testimonials and influence endorsements. According to Emerald Works Limited (n.d.), effective marketing strategies within the 4 Ps framework often focus on shaping consumer perceptions of value. In this case, the promotional strategy blurred the distinction between a “want” and a “need” by presenting the smartwatch as essential to achieving modern lifestyle goals.
The Role of the 4 Ps
Of the 4 Ps of marketing: Product, Price, Place, and Promotion, the most influential factor in my decision was Promotion. The advertisements framed the smartwatch as a lifestyle upgrade rather than a simple gadget. As Kareh (2018) explains, Promotion within the marketing mix has evolved to emphasize brand storytelling and emotional connection, both of which were evident in this campaign.
Price acted as a secondary factor; while the smartwatch was costly, discounts and financing options reduced the perceived financial barrier (Kareh, 2018). Place was also relevant, as online retailers provided easy accessibility and fast delivery. However, without the strong promotional efforts, I likely would not have perceived the smartwatch as a necessity (Emerald Works Limited, n.d.).
Conclusion
This experience demonstrates how persuasion and the marketing mix interact to shape consumer behavior. Marketing efforts can reposition a product from being perceived as a luxury to being framed as essential for daily life. In this case, Promotion was the most influential P, underscoring the importance of strategic messaging in consumer decision-making and reinforcing how persuasive marketing influences both rational and emotional aspects of purchasing behavior (Kareh, 2018; Emerald Works Limited, n.d.).
Reference:s
Emerald Works Limited. (n.d.). The marketing mix and the 4Ps of marketing. MindTools.
[https://www.mindtools.com/pages/article/newSTR_94.htm\
Links to an external site.](https://www.mindtools.com/pages/article/newSTR_94.htm)
Kareh, A. (2018, January 3). Evolution of the four Ps: Revisiting the marketing mix. Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120\
Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
**## Week5LearningResources-MarketingforCompetitivness.docx**
**Marketing for Competitiveness**
**Week 5 Learning Resources**
**The 4 Ps**
· Emerald Works Limited. (n.d.).
[_The marketing mix and the 4Ps of marketing_](https://waldenu.instructure.com/courses/184266/files/15152125?wrap=1) [Download The marketing mix and the 4Ps of marketing](https://waldenu.instructure.com/courses/184266/files/15152125/download?download_frd=1). MindTools. https://www.mindtools.com/pages/article/newSTR_94.htm
MindTools.com. The Marketing Mix and the 4Ps of Marketing: Understanding How to Position Your Marketing Offer. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newSTR_94.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Kareh, A. (2018, January 3).
[_Evolution of the four Ps: Revisiting the marketing mix_ Links to an external site.](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120). Forbes.
[https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120](https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?sh=10ef6c351120)
· Paxton/Patterson. (2017, March 14).
[_The 4 Ps of the marketing mix simplified_ Links to an external site.](https://www.youtube.com/watch?v=Mco8vBAwOmA) [Video]. YouTube.
[https://www.youtube.com/watch?v=Mco8vBAwOmA](https://www.youtube.com/watch?v=Mco8vBAwOmA)
**Selling Strategies**
Selling strategies are dependent on the buyer and seller’s relationship. A successful selling strategy isn’t always cut and dry; each strategy needs to be tailored to a specific outcome to move toward a result. There are essentially four selling strategies: script-based selling, needs-satisfaction selling, consultative selling, and strategic partnering. Through these resources, you will take a deeper dive into discovering how selling strategies enhance a marketing strategy.
· University of Minnesota. (2015).
[13.2 customer relationships and selling strategiesLinks to an external site.](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/). In
_Principles of marketing_. University of Minnesota Libraries Publishing.
[https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/](https://pressbooks-dev.oer.hawaii.edu/principlesmarketing/chapter/13-2-customer-relationships-and-selling-strategies/)
· Newman, L. (2018, November 27).
[Sales is not a dirty word!Links to an external site.](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word) [Video]. TED Conferences.
[https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word](https://www.ted.com/talks/lisa_newman_sales_is_not_a_dirty_word)
· Pogue, D. (2006, February).
[Simplicity sellsLinks to an external site.](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/david_pogue_simplicity_sells?language=en](https://www.ted.com/talks/david_pogue_simplicity_sells?language=en)
· TEDxYouth@GrandBahama. (2019, March).
[_Did you really want that? Exploring how sales professionals influence our choices_ Links to an external site.](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices) [Video]. TED Conferences.
[https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices](https://www.ted.com/talks/did_you_really_want_that_exploring_how_sales_professionals_influence_our_choices)
**Consumer Behavior**
Consumer behavior is the study of what influences individuals and organizations to purchase certain products and support certain brands. Consumer behavior is also the study of how people are making purchase decisions to satisfy their needs, wants, or desires, and how their emotional, mental, and behavioral responses influence the buying decision. Marketing psychology, or the study of how and why we purchase goods or services, closely relates to consumer behavior. There are four factors that determine the characteristics of consumer behavior: personal, psychological, social, and cultural. All factors have a major impact on a consumer’s behavior and the characteristics that define a customer will change as their life changes.
· Ariely, D. (2008).
[_Are we in control of our own decisions?_ Links to an external site.](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en](https://www.ted.com/talks/dan_ariely_are_we_in_control_of_our_own_decisions?language=en)
· Bakhtiari, K. (2020, May 18).
[_How will the pandemic change consumer behavior_ Links to an external site.](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6). Forbes.
[https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6](https://www.forbes.com/sites/kianbakhtiari/2020/05/18/how-will-the-pandemic-change-consumer-behavior/?sh=7f979ad266f6)
· Dawar, N. (2018, May–June).
[Marketing in the age of Alexa](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR1803E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_96_ (3), 80–86.
· Grogan, K. (2018, November).
[_The dark side of our personal marketing data_ Links to an external site.](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en) [Video]. TED Conferences.
[https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en](https://www.ted.com/talks/kirk_grogan_the_dark_side_of_our_personal_marketing_data/transcript?language=en)
Soman, D., Kim, M., & An, J. (2018, Spring).
[Consumer behavior online: A playbook emergesLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=129112818&site=ehost-live&scope=site&authtype=shib&custid=s6527200).
_Rotman Management_ , 36–41.
**Value Creation and Value Capture**
Marketers work to create and capture the most value possible while maintaining a competitive advantage. Value capture is important to ongoing business survival because it allows for reinvestment in the business to create a stronger competitive advantage or fund research and development (R&D) for new products. A company can capture value by monetizing users and pricing appropriately, and then they can pass on that value to shareholders. Using these resources, you will examine how marketers create and capture value.
· Wienclaw , R. A. (2021).
[Product innovationLinks to an external site.](https://search.ebscohost.com/login.aspx?direct=true&db=ers&AN=89163931&site=eds-live&scope=site&authtype=shib&custid=s6527200).
_Salem Press Encyclopedia._
· Bython Media. (2018, February 14).
[_Why continuous product innovation and differentiation are keys to sustained business success_ Links to an external site.](https://www.youtube.com/watch?v=n8AQ_78Moz8) [Video]. YouTube.
[https://www.youtube.com/watch?v=n8AQ_78Moz8](https://www.youtube.com/watch?v=n8AQ_78Moz8)
Laja, P. (2019, May 16).
[How to create a unique value proposition (with examples)Links to an external site.](https://cxl.com/blog/value-proposition-examples-how-to-create/).
_CXL_ .
[https://cxl.com/blog/value-proposition-examples-how-to-create/](https://cxl.com/blog/value-proposition-examples-how-to-create/)
· MaRS Startup Toolkit. (2015, October 13).
[_Creating value for the customer and developing a business model_ Links to an external site.](https://www.youtube.com/watch?v=Y3KTvAELD_w) [Video]. YouTube.
[https://www.youtube.com/watch?v=Y3KTvAELD_w](https://www.youtube.com/watch?v=Y3KTvAELD_w)
**Customer Value/Business Value/Culture Value**
Customer value is the perception of what a product or service is worth to a customer versus the alternatives. Business value is an informal term that includes all forms of value that determine the health and well-being of a company in the long run. Cultural values are the core principles and ideals upon which an entire community exists. These three principles are the core of a successful marketing strategy whereby the marketer understands an array of customer needs.
· Carr, D. J. (2019, January 28).
[_What value do you create? Marketing’s 3 types of value_ Links to an external site.](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756). Medium.
[https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756](https://medium.com/@djc1805/what-value-do-you-create-marketings-3-types-of-value-7b5f40cad756)
· Del Capo, G. (2019, October 11).
[_The customer value journey_ Links to an external site.](https://www.youtube.com/watch?v=Nrnxb_tdnnE) [Video]. YouTube.
[https://www.youtube.com/watch?v=Nrnxb_tdnnE](https://www.youtube.com/watch?v=Nrnxb_tdnnE)
· Mahajan, G. (2020).
[What is customer value and how can you create it?Links to an external site.](https://go.openathens.net/redirector/waldenu.edu?url=https://journals.sagepub.com/doi/10.1177/2394964320903557) _Journal of Creating Value_ ,
_6_ (1), 119–121.
[https://doi.org/10.1177/2394964320903557](https://doi.org/10.1177/2394964320903557)
**Porter’s Five Forces Analysis**
Porter’s Five Forces is a framework for analyzing a company’s competitive environment. The number and power of a company’s competitive rivals, potential new market entrants, suppliers, customers, and substitute products influence a company’s profitability. Porter’s Five Forces Framework is a method for analyzing the competitive environment of a business. It draws from industrial organization economics to derive five forces that determine the competitive intensity and, therefore, the attractiveness of an industry in terms of its profitability. Five forces analysis helps organizations to understand the factors affecting profitability in a specific industry and can help to inform decisions related to whether to enter a specific industry, whether to increase capacity in a specific industry, and the development of competitive strategies.
· Emerald Works Limited. (n.d.).
[_Porter’s five forces: Understanding competitive forces to maximize profitability_](https://waldenu.instructure.com/courses/184266/files/15152136?wrap=1) [Download Porter’s five forces: Understanding competitive forces to maximize profitability](https://waldenu.instructure.com/courses/184266/files/15152136/download?download_frd=1). MindTools. https://www.mindtools.com/community/pages/article/newTMC_08.php
MindTools.com. Porter’s Five Forces: Understanding Competitive Forces to Maximize Profitability. Management Training and Leadership Training – Online. https://www.mindtools.com/community/pages/article/newTMC_08.php Reprinted by permission of Mind Tools Ltd. Via the Copyright Clearance Center. Licensed in 2021.
· Harvard Business Review. (2014, June 10).
[_The explainer: Porter's five forces_ Links to an external site.](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces) [Video].
[https://hbr.org/video/3590615226001/the-explainer-porters-five-forces](https://hbr.org/video/3590615226001/the-explainer-porters-five-forces)
· Porter, M. E. (2008).
[The five competitive forces that shape strategy](https://waldenu.instructure.com/courses/184266/external_tools/retrieve?url=https%3A%2F%2Fservices.hbsp.harvard.edu%2Flti%2Flinks%2FR0801E-PDF-ENG%2Frich-text).
_Harvard Business Review_ ,
_86_ (1), 78–93.
– 1
– 2