REFLECT

Quotes, Paraphrased Arguments, Specific Facts or Claims in Content

Your Reactions Corresponding to the Quoted or Paraphrased Material

Entry 1

Video: Differentiation Strategy

At the beginning of the video around the 15 second mark, the narrator defines the concept of a broad differentiation strategy as an offering of “unique product or service attributes that a wide range of buyers find appealing and worth paying for.” The narrator continues at the 1-minute mark that successful differentiation allows a firm to command a premium price to gain buyer loyalty. Furthermore, at the 3:15 minute mark the narrator notes that success is also achievable when the product or service establishes holds value to its buyers and few rival firms are following a similar approach.

(Video: Differentiation Strategy)

Entry 1

When listening to this video describe how a company can achieve success through a differentiation strategy my mind immediately went to the Apple iPhone and its subsequent line of Apple product offerings. The Apple iPhone brought innovative technology to the market and in my opinion gained success mostly through its appeal to a broad range of buyers. The user-friendly touch-screen technology is easily adaptable to customers both young and old. I can remember my elderly grandmother getting her first iPhone at the same time I was exposing my preschooler-aged child to similar technology in the form of an iPad. Apple products offered so many functions that appealed to a broad range of users and brand loyalty soon followed. Loyal customers were willing to pay a premium price for Apple’s products that faced few rivals at the time.

Entry 2

Video: The Rise Of Chick-fil-A, Aug 2019

The video’s narrator notes at the 2:25 minute mark that Chick-fil-A’s founder, Truett Cathy, once said “the A of the company’s name represented grade A chicken.” Furthermore, commentator Linda Ashbrook points out at the 13:15 minute mark that Chick-fil-A has established itself as an expert in chicken when compared to other fast-food restaurants, therefore allowing the company to focus on what they do well instead of always searching for the next big menu hit. Additionally, the company can then focus beyond the menu offering to improve their level of customer service and restaurant atmosphere.

(Video: The Rise Of Chick-fil-A, Aug 2019)

Entry 2

I believe this video perfectly captures how a brand establishes equity by consistently offering a great product and delivering exceptional service to build perceived quality with its customer base (Marshall & Johnston, 2019, p. 250). Chick-fil-A’s founder literally built perceived quality into the company’s name by identifying its main ingredient as worthy of the highest rating. That perceived quality extends to their level of service and restaurant cleanliness, as well. As a regular Chick-fil- A customer myself, the level of quality offered in both their food and service is the main reason I come back. There are many fast-food options to consider, but the quality of service shown in the pleasantness of Chick-fil-A’s staff is unmatched in my opinion. Chick-fil-A created value by continuing to focus on what they do best which has undoubtedly created a loyal customer following in the process.

Entry 3

Video: How Apple and Nike have branded your brain | Your Brain on Money | Big Think

At the 2:00 minute mark of this video, the narrator states that once a consumer makes a choice to identify with a brand, “their relationship with a brand can deepen to the point where they identify with that brand like family. And once you identify with a brand, it can shape the way you behave.” Scholar Americus Reed further explains at the 2:25 mark that those who identify with a brand become its greatest defenders because they psychologically view “an attack on the brand is an attack on themselves.”

(Video: How Apple and Nike have branded your brain | Your Brain on Money | Big Think)

Entry 3

The concept of having a “branded brain,” as presented in this video closely relates to the textbook’s descriptions of brand loyalty and brand association as dimensions of overall brand equity. Brand loyalty is marked by repeat purchases, while brand association goes deeper into establishing itself within the psyche of the consumer (Marshall & Johnston, 2019, p. 249-250). The video and the textbook caused me to step outside of myself and think about why I purchase certain brands of products repeatedly. One example that comes to mind is my personal association with Kate Spade New York products. The Kate Spade brand makes sophisticated handbags and accessories that are sold at a premium price. I purchased my first Kate Spade handbag when I obtained my first salaried position. It was a rite of passage for me into professionalism and adulthood. The purchase was more than a handbag because I associated the brand with wealth and sophistication. I am now a loyal customer to the brand because it reflects how I want to see myself.

Entry 4

Video: The Marketing Mix - The product concept

The narrator notes at the 0:55 minute mark that whether we talk about goods or services we can usually say, “people are not just buying a product that solves one of their basic needs; they acquire the benefits and satisfaction they believe they’ll obtain from the product.” At the 2:15 mark, the narrator concludes, “the best products make people happier and create a positive expectation before being consumed.”

(Video: The Marketing Mix - The product concept)

Entry 4

I believe it is extremely important to consider the big picture points made by the video’s narrator when venturing into product development. This short video did an excellent job pointing out the importance of the customer’s perspective when working through the product concept. A firm must identify the perception they want their product to hold with the target market, whether that be a product offering that is of high quality at a premium price or convenient and affordable. Starbucks has done an excellent job of creating a product that is not only high in quality and service, but also creates perceived benefits in status and enjoyment that extends far beyond a simple cup of coffee.

Entry 5

Video: LinkedIn Learning – Social Media Marketing Foundations

In section four of this series titled, Interact with Customers, instructor Brian Honigman explains how businesses can approach negative customer feedback on social media in the video, Reactive engagement for customer service. At the 30 second mark of the video, Honigman defines reactive engagement as “responding to direct outreach from your customers and your audience on social media to thoughtfully resolve an issue.” When the customer initiates communication in a public forum, such as the comment section of a social media post, a business should carefully consider their response. As Honigman outlines at the 1:00 mark, reactive engagement goals should focus on retaining customers, addressing the issue, and ultimately fostering brand loyalty. A customer’s issue should be acknowledged publicly for all to see, however, resolution for the individual’s problem will likely be achieved through more personal communication forms such as email or direct message.

Entry 5

I found this section to be a great resource for crafting appropriate reactions to negative customer feedback, should I pursue a career in social media marketing management. I think negative customer reactions are the elephant in the room that no one likes to talk about, but it is important to equip businesses with a response strategy that seeks to retain customer satisfaction and loyalty. Social media has undoubtedly placed a much bigger spotlight on customer/business interactions, so it is true that businesses need to carefully craft an attentive response to resolve the issue. After all, many more people than just the customer and their circle of friends and family members are watching now. Ultimately, customer satisfaction is heavily dependent on the level of service received, as noted in service-profit chain discussed in Chapter 10 of the textbook (Marshall & Johnston, 2019, p. 271). When employees are equipped to deliver exceptional service to their customers, it shows. What starts as a negative comment on social media can result in a positive resolution that ultimately creates a loyal customer.

Entry 6

Video: LinkedIn Learning – Strategic Content Marketing: Grow Your Reach on Social Media

Within the third section of this learning series titles, Managing and Growing a Social Media Audience, instructor Kelli Schutrop discusses the benefits of user-generated content. Not only does this type of media save time and money on content creation, but it further solidifies a connection with the audience. As Schutrop notes beginning at the 1:00 minute mark of the video titled, Encouraging user-generated content, when a company leverages its users’ social media posts, it builds a stronger connection by making the user feel “seen and validated.” Furthermore, Schutrop notes at the 1:45 minute mark that featuring user-generated content displays credibility and authenticity that establishes trust with the audience.

Entry 6

I am a daily social media user of Instagram, and I can attest that getting noticed by the account one of my favorite brands would be an enthralling experience. A company or brand’s social media account is an extension of the product itself, and when the account interacts with its users it feels more intimate than just contacting customer service, for instance. Personally, it would feel like winning a contest if a brand I follow were to re-post a picture of me with their product. Because most users are on social media for the purpose of getting noticed, I certainly agree that it is a win-win for a company to highlight user-generated content featuring their brand. The company gets free content, while the social media “fan” gets free exposure. As noted in the textbook, bringing the customer directly into its marketing communications increases customer satisfaction and loyalty with the brand and I believe social media is the perfect outlet for this mutually beneficial exchange (Marshall & Johnston, 2019, p. 366).

Entry 7

Video: LinkedIn Learning – Essential Skills for Social Media Managers

The fifth section of this learning series titled, Collaborate with Social Media Partnerships, concludes with a segment labeled Collaborate with external partners. In this segment, beginning at the 10 second mark, instructor Brian Honigman explains the concept of companies partnering together on social media campaigns to reach a wider customer base and potentially gain new followers. An example given was the hypothetical partnership of McDonald’s and Coca-Cola on TikTok to promote a limited-edition menu item. Honigman further explains at the 30 second mark that the role of the company’s social media manager is to seek out such partnerships to develop and promote such collaborations.

Entry 7

The concept of brand partnerships on social media is an example of co-branding, which was discussed in Chapter 9 of the textbook. The textbook authors confirm the video’s point that such partnerships can be mutually beneficial for each brand through exposure to new markets currently held by the individual partners (Marshall & Johnston, 2019, p. 256). I think brand partnerships are great when the combination makes sense. For instance, when Taco Bell partnered with Doritos to create the Doritos Locos Taco the partnership worked because it combined two well-known brands of convenience food that target a similar market of teens and young adults. Other examples that come to mind are when celebrities endorse products, then promote the partnership on social media to their respective followers. The recent Bud Light controversy revealed that although a partnership can increase exposure to new markets, social media managers must seriously consider how celebrity endorsements will be received by their current customers ( Behind the Backlash Against Bud Light - The New York Times (nytimes.com).

Entry 8

Video: LinkedIn Learning – Social Media Marketing: Strategy and Optimization

In section two of this learning series, instructor Martin Waxman outlines a strategy aimed at using paid influencers as content creators for a brand’s marketing communications on social media. In the section titled, Influencer marketing and the creator economy, Waxman points out at the 0:30 second mark that although less known than major celebrities, Microinfluencers have up to 10,000 followers and come at a less expensive price for paid promotions.

Waxman notes beginning at the 1:25 mark that influencer marketing can be used to create branded content, host live stream shopping events, or even promote product launches.

Entry 8

I believe the rise of the influencer product promotion strategy on social media is essentially creating paid innovators that may or may not have discovered the product on their own. Organic innovators and early adopters of the product life cycle, as described in the textbook, are self-motivated to seek out new products that fulfill a personal quest for discovery of premium products and features (Marshall & Johnston, 2019, p. 238). Although social media influences may appear to be one of the firsts to display a product to their followers, I am skeptical that they genuinely discovered the product on their own. Because I am aware that the influencer is being paid to promote the product, the situation loses authenticity for me. I feel that paid influencers have essentially become superficial innovators and early adopters, and I question this strategy from a consumer’s perspective.

Entry 9

Video: Differentiation Strategy

At the beginning of the video around the 15 second mark, the narrator defines the concept of a broad differentiation strategy as an offering of “unique product or service attributes that a wide range of buyers find appealing and worth paying for.” The narrator continues at the 1-minute mark that successful differentiation allows a firm to command a premium price to gain buyer loyalty. Furthermore, at the 3:15 minute mark the narrator notes that success is also achievable when the product or service establishes holds value to its buyers and few rival firms are following a similar approach.

(Video: Differentiation Strategy)

Entry 9

When listening to this video describe how a company can achieve success through a differentiation strategy my mind immediately went to the Apple iPhone and its subsequent line of Apple product offerings. The Apple iPhone brought innovative technology to the market and in my opinion gained success mostly through its appeal to a broad range of buyers. The user-friendly touch-screen technology is easily adaptable to customers both young and old. I can remember my elderly grandmother getting her first iPhone at the same time I was exposing my preschooler-aged child to similar technology in the form of an iPad. Apple products offered so many functions that appealed to a broad range of users and brand loyalty soon followed. Loyal customers were willing to pay a premium price for Apple’s products that faced few rivals at the time.

Entry 10

Video: The Rise Of Chick-fil-A, Aug 2019

The video’s narrator notes at the 2:25 minute mark that Chick-fil-A’s founder, Truett Cathy, once said “the A of the company’s name represented grade A chicken.” Furthermore, commentator Linda Ashbrook points out at the 13:15 minute mark that Chick-fil-A has established itself as an expert in chicken when compared to other fast-food restaurants, therefore allowing the company to focus on what they do well instead of always searching for the next big menu hit. Additionally, the company can then focus beyond the menu offering to improve their level of customer service and restaurant atmosphere.

(Video: The Rise Of Chick-fil-A, Aug 2019)

Entry 10

I believe this video perfectly captures how a brand establishes equity by consistently offering a great product and delivering exceptional service to build perceived quality with its customer base (Marshall & Johnston, 2019, p. 250). Chick-fil-A’s founder literally built perceived quality into the company’s name by identifying its main ingredient as worthy of the highest rating. That perceived quality extends to their level of service and restaurant cleanliness, as well. As a regular Chick-fil- A customer myself, the level of quality offered in both their food and service is the main reason I come back. There are many fast-food options to consider, but the quality of service shown in the pleasantness of Chick-fil-A’s staff is unmatched in my opinion. Chick-fil-A created value by continuing to focus on what they do best which has undoubtedly created a loyal customer following in the process.