Serving Customers in Global Markets (Report) Essay

Serving Customers in Global Markets (Report) - Essay Example Nevertheless, the advert was able to garner the attention of consumers by influencing and in some cases even challenging their perceptions of beauty. The commercial also addressed the concepts of self-confidence and self-perception in a truly unique manner by depicting the stark contrast between how we view ourselves and how others see us. The influence of Dove’s Real Beauty Sketches is an embodiment of the psychological dimension of marketing which essentially represents the significance of successfully understanding consumer psychology to gain an advantage over the competitors. As stated by Haugtvedt, Petty and Cacioppo (1992), the cognitive element of advertising is associated with the development of a consumer’s behavior and attitude regarding a particular product. Furthermore, a comprehension of the psychology of the customer is also important for a business from the point of view of branding. Schmitt (2012) proposes the development of a consumer psychology model o f brands, the recommendations of which can be integrated to discuss the consumers’ judgment of the brand. ... The key message in the advert wishes to enlighten the audience on the perceptions of beauty by encouraging women to value their natural beauty. 2. Application of Consumer Psychology Theories According to Pieters and Wedel (2004), a print advertisement’s ability to attract the attention of the consumer is governed by three elements which are that of brand, pictorial and text. On the contrary, Porter and Golan (2006) postulate that the content which can be classified as ‘viral’ capitalizes on an individual’s will to share the material as much as possible and this characteristic does not stand valid in the case of television adverts. The differentiation that is shared by these cases essentially outlines a medium’s ability to immediately capture the attention of a consumer. Kahnemann (1973) understands that attention is associated with the contents of short-term memory which can be obtained from stimuli that exist both internally and externally. As depic ted in the diagram below short-term memory, is also known as working memory, and its contents are lost when forgotten. Fig 1. Information Processing and Memory Stores With respect to the advertisement, the attention of the viewer is captured through the simplicity of the setting, which can also be assessed in the light of perceived meanings. The setting of the commercial, with its large, well-lit and airy space shows the studio of a forensic artist and this component instantaneously draws the customer into the calm, secure and natural environment. The commercial characteristics that have been employed in the advertisement under study can be assessed in accordance with the concept of repetition, the application of which allows a specific

Tourism - Activity Report Case Study Example | Topics and Well Written Essays - 2250 words

Competitiveness in the Tourism Industry - Case Study Example By these approaches and management strategies, tourism providers would be in a position to establish themselves as sustainable destinations providing quality and meaningful business and pleasure experiences to tourists (Berridge, 2007). The first step in realizing these goals is to enlist the services of an experienced tourism management team, which would integrate their expertise and research experiences in the running of the activities of a tourism destination. A tourist provider’s services should, therefore, meet the global definition of tourism experiences with regards to the global economic, social, and cultural contexts and experiences. The 15 Cs Framework, outlined by Fyall et al ('Destination marketing: a framework for future research' in Kozak and Andreu (editors), Advances in Tourism Research: Progress in Tourism Marketing (2006) Elsevier, Oxford) could be used as pillars by tourism providers for basing their management strategies and policies for tourists’ ex periences. Included in the 15 Cs are customers, change, culture, commodification, crisis, complacency, complexity, communication, consolidation, control, creativity, channels, cyberspace, and collaboration (Fyall et al., 2006). By considering these 15Cs, some tourism providers have been able to achieve some degree of success in the examination and addressing of the issues and challenges encountered in their endeavor to improve tourists’ experiences. These destinations have also been cognizant of the fact that collaboration among the industry’s stakeholders is a key strategy in solving the challenges and other issues brought about by the increasingly demanding tourists (Shaw & Williams, 1997). This paper explores some of the management strategies that tourism providers use to manage tourists’ experiences. Tourism Experiences Management Strategies Examples of tourist providers that have attained success in improving tourist experiences via incorporation of the ele ments of Fyall’s 15Cs abound, the Disneyland Resort Complex in Anaheim, California is a rather effective cases study. This resort complex is under the ownership and management of the Walt Disney Parks and Resorts division of the giant Walt Disney Company. There are several attractions at Disneyland Resort Complex that have helped it manage and expand tourists’ experiences. These attractions include theme parks such as the original theme park that Walt Disney personally built in the 1950s and the Disney California Adventure Park. This latter park opened on February 8, 2001, is specifically designed and intended to celebrate the history and the culture of the Golden State (Sandler, 2007). Besides the theme parks, the Disneyland Resort Complex also manages tourists’ experiences by other services such as outdoor retailing, dining, and entertainment activities in its Downtown Disney, which is located between the entrance promenade of the Disneyland Resort theme parks and the Disneyland Hotel. The Disneyland Resort Complex also has numerous resorts, including the Disney's Grand Californian Hotel and Spa, Disney's Paradise Pier Hotel, and Disneyland Hotel. Important to the success of these facilities in the management of tourists’ experiences are Disneyland’s operations, which lay a lot of emphasis on consumer satisfaction.  Ã‚