A company wants to research the effectiveness of different types of marketing on consumer perspective. The company leadership is comprised of mostly Christians. In a meeting, they were discussing to what extent they should “let their good works be seen of men” (Matthew 5:16) versus Matthew 6:1 which says “do not practice your righteousness in front of others to be seen of them”. You have been hired to evaluate the company’s efforts, and perhaps direct their future marketing efforts. Specifically, they are wondering whether advertising efforts emphasizing the company’s community service and philanthropic efforts can be under or over saturated in regards to how consumers view the company. To assess this, you have been tasked to research the consumer rating on this issue. Therefore, you have designed a study where you will target one group of consumers with low philanthropic advertising, another group with high philanthropic advertising, and a placebo group which will be shown the same number of company advertising but without the philanthropic focus. Data collection will involve a measure to collect the ratings of likelihood to purchase from this company by the participants/potential customers. They have agreed to pay the expenses to have a group of participants come to a neutral location to watch advertisements for several hours in one day. Because travel and food cost have increased, and because they are paying you such a great salary :-), they have only agreed to a small number of participants. in this scenario, the company is applying Scripture to what they do in the company operations. However, it is commonly understood that the Scriptures are applying more to individual "good works", rather than as a guide for company policy. Yet, it is also appropriate to utilize scriptural principles in all aspects of life. Keep in mind that the company itself is not considered "a Christian company", but that many of the leaders are Christians. Discuss the application and appropriateness of utilizing Scriptures such as these to driver influence company operations, especially as they relate to research efforts?
A company wants to research the effectiveness of different types of marketing on consumer perspective. The company leadership is comprised of mostly Christians. In a meeting, they were discussing to what extent they should “let their good works be seen of men” (Matthew 5:16) versus Matthew 6:1 which says “do not practice your righteousness in front of others to be seen of them”. You have been hired to evaluate the company’s efforts, and perhaps direct their future marketing efforts. Specifically, they are wondering whether advertising efforts emphasizing the company’s community service and philanthropic efforts can be under or over saturated in regards to how consumers view the company. To assess this, you have been tasked to research the consumer rating on this issue. Therefore, you have designed a study where you will target one group of consumers with low philanthropic advertising, another group with high philanthropic advertising, and a placebo group which will be shown the same number of company advertising but without the philanthropic focus. Data collection will involve a measure to collect the ratings of likelihood to purchase from this company by the participants/potential customers. They have agreed to pay the expenses to have a group of participants come to a neutral location to watch advertisements for several hours in one day. Because travel and food cost have increased, and because they are paying you such a great salary :-), they have only agreed to a small number of participants. in this scenario, the company is applying Scripture to what they do in the company operations. However, it is commonly understood that the Scriptures are applying more to individual "good works", rather than as a guide for company policy. Yet, it is also appropriate to utilize scriptural principles in all aspects of life. Keep in mind that the company itself is not considered "a Christian company", but that many of the leaders are Christians. Discuss the application and appropriateness of utilizing Scriptures such as these to driver influence company operations, especially as they relate to research efforts?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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A company wants to research the effectiveness of different types of marketing on consumer perspective. The company leadership is comprised of mostly Christians. In a meeting, they were discussing to what extent they should “let their good works be seen of men” (Matthew 5:16) versus Matthew 6:1 which says “do not practice your righteousness in front of others to be seen of them”. You have been hired to evaluate the company’s efforts, and perhaps direct their future marketing efforts. Specifically, they are wondering whether advertising efforts emphasizing the company’s community service and philanthropic efforts can be under or over saturated in regards to how consumers view the company.
To assess this, you have been tasked to research the consumer rating on this issue. Therefore, you have designed a study where you will target one group of consumers with low philanthropic advertising, another group with high philanthropic advertising, and a placebo group which will be shown the same number of company advertising but without the philanthropic focus. Data collection will involve a measure to collect the ratings of likelihood to purchase from this company by the participants/potential customers. They have agreed to pay the expenses to have a group of participants come to a neutral location to watch advertisements for several hours in one day. Because travel and food cost have increased, and because they are paying you such a great salary :-), they have only agreed to a small number of participants.
- in this scenario, the company is applying Scripture to what they do in the company operations. However, it is commonly understood that the Scriptures are applying more to individual "good works", rather than as a guide for company policy. Yet, it is also appropriate to utilize scriptural principles in all aspects of life. Keep in mind that the company itself is not considered "a Christian company", but that many of the leaders are Christians. Discuss the application and appropriateness of utilizing Scriptures such as these to driver influence company operations, especially as they relate to research efforts?
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