Many organizations check up on their own level of quality by using ‘mystery shoppers’. This involves an employee of the company acting the role of a customer and recording how they are treated by the operation.
Choose two or three high-visibility operations (for example, a cinema, a department store, the branch of a retail bank, etc.) and discuss how you would put together a mystery shopper approach to testing their quality. This may involve you determining the types of characteristics you would wish to observe, the way in which you would measure these characteristics. Try out your mystery shopper plan by visiting these operations.
SPECIFICATIONS
· Use your textbooks reading and at least 1 more resource.
· Use your own understanding and words based on readings and at least 1 more source (Include Bibliography)
· Cite correctly through your paper
· Use APA writing style (See specs)
· Remember to reply to at least 2 peers.
Please ensure that the discussion question response is substantive in nature, which includes a minimum of 300 words. Please avoid writing the minimum. Please make sure that the response is topic specific and relevant to the course material.
opinion and explaining the rational of your opinion with references in 200 words.
The Internet has changed the way consumers purchase products. As our textbook explains, there are several online consumer segments: Upscale Clicks and Bricks, Virtual Shoppers, Status Strivers, Mall Maniacs, Just the Essentials, and Original Traditionalists (Mothersbaugh, 2016, p.585). For a business to target the correct consumer segment, they need to understand the online habits of their consumers. A business must determine where their customers will likely frequent and how they will shop online, to determine where their digital marketing dollars are best spent. You can’t target your correct audience if you don’t know who or where they are. For example, a company who produces fur coats would not want their ad banner displayed on a website or as an ad in a search shown to someone who supports PETA.
Understanding which segment(s) your consumer is aligned with, will help you better understand what your target audience is looking for, and how you can be solve their consumer problem. Once a business knows who they are speaking to, they can adjust their website design to entice their target segment and adjust any digital marketing banners or Google ads they may create to ensure they are speaking to their target audience instead of the mass user of the website or search engine. If a business determines their target segment are Virtual Shoppers who “tend to use the Internet to find good deals” (Mothersbaugh, 2016, p.585), the business would be wise to advertise their product on money-saving websites such as Groupon. They could also post of their business’ social media, or run an ad to their target audience on social media, that would direct the consumer to an exclusive on their website. While digital marketing efforts can sometimes be hit or miss, the real-time feedback a marketer receives can help them determine where their dollars are best spent and allow them to quickly change strategies to maximize visibility to their target audience.
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Enjoy Please Note-You have come to the most reliable academic writing site that will sort all assignments that that you could be having. We write essays, research papers, term papers, research proposals. If a business determines their target segment are Virtual Shoppers who “tend to use the Internet to find good deals” (Mothersbaugh, 2016, p.585)