Question
Topic: Customer Behavior
Use Of Communication Theory In Spermcheck Product
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1. Imagine that Walgreens Pharmacy has hired you as a marketing consultant to help have their pharmacists involved in patient fertility education. What would be the right “message” that pharmacists can generate to help people learn about the value of SpermCheck and have them try the product at home?
2. The article says: “The blue-and-gold box, which features a smiling couple holding a newborn, will join more than two dozen varieties of female fertility tests in Walgreen stores.” What other creative methods of consumer information/education can you think of that would spur the sales of SpermCheck in your pharmacy?
3. Reflect on the individualistic tendencies of the target individual (i.e., the receiver) in this instance and describe how you can reach out to such individuals effectively with your message about fertility testing done at home. Explain how Information Richness Theory can be applied to choose the right medium of communication in this example.
4. Apply theories of diffusion to stimulate public interest in SpermCheck and its quick adoption. What type of innovation is this? What factors—personal, economic, social etc.—will likely influence consumer acceptance of this product?
5. Explain the adoption process as it applies to this new product and possible resistance to adoption of SpermCheck.
6. Outline a promotional strategy for addressing the threat to success of this new product, as evidenced by this quote: “Unlike pregnancy and ovulation tests that women try once a month, men may use it once,” Detroyer says.”
7. Consider this quote from the article: “Men have a greater tendency to believe in their invincibility,” Herr says. “When it comes to reproduction, they are more concerned about the delivery vehicle than they are about what’s delivered.” How might personality theories and concepts you learned in class last