Exam 12: Place: Making Access Convenient and Pleasant

Second, indicate a strategy that will make this behavior more likely by extending hours for performing the behavior or acquiring any tangible goods and services:

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Question 1

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One strategy to make the behavior more likely by extending hours for performing the behavior is to adjust the work schedule to allow for more time to engage in the behavior. This could involve rearranging tasks or delegating responsibilities to free up time. Additionally, acquiring tangible goods and services that support the behavior, such as purchasing equipment or tools, can make it easier and more convenient to engage in the behavior. For example, if the behavior is exercising, investing in home gym equipment or hiring a personal trainer can make it more likely for the individual to engage in regular physical activity.

Second, indicate a strategy that will make this behavior more likely by making the location for acquiring any tangible good or services or performing the behavior more accessible than that of the competition:

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Question 2

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To make a behavior more likely by ensuring that the location for acquiring any tangible goods or services or performing the behavior is more accessible than that of the competition, a business can implement the following strategy:

**Convenience Optimization Strategy:**

1. **Physical Proximity:** Establish multiple outlets or points of sale in strategic locations that are easily accessible to a large portion of the target market. This could mean opening stores in high-traffic areas, near public transportation hubs, or in neighborhoods that lack similar offerings.

2. **Extended Hours:** Offer longer business hours or 24/7 services where feasible. This makes it possible for customers to engage with your business at times that are most convenient for them, which can be especially appealing if competitors have more limited hours.

3. **Online Presence:** Develop a robust online platform that allows customers to browse, order, and purchase goods or services from the comfort of their own homes. Ensure that the website or app is user-friendly, fast, and reliable, with features such as saved preferences, easy checkout, and personalized recommendations.

4. **Mobile Accessibility:** Optimize for mobile access, recognizing that many consumers use smartphones as their primary means of online interaction. A mobile app or a mobile-responsive website can significantly enhance accessibility.

5. **Delivery and Pickup Options:** Implement fast and reliable delivery services, including same-day or next-day delivery. Additionally, offer convenient pickup options, such as curbside pickup or designated in-store pickup points.

6. **Partnerships and Integrations:** Partner with other businesses or services that can help make your products more accessible. For example, integrating with ride-sharing services to offer customers easy transportation to your location, or collaborating with local businesses to create pickup points.

7. **Customer Service Accessibility:** Provide multiple channels for customer service, including phone, email, live chat, and social media, ensuring that help is readily available when customers need it.

8. **Barrier Reduction:** Identify and eliminate any potential barriers that might prevent customers from accessing your goods or services. This could include simplifying the purchasing process, offering financing options, or providing clear signage and guidance in physical locations.

9. **Community Engagement:** Engage with the local community to build a loyal customer base. Participate in local events, sponsor community activities, and be responsive to local needs and preferences.

10. **Feedback Loops:** Establish mechanisms for receiving and acting on customer feedback to continuously improve accessibility and convenience based on actual user experiences.

By focusing on these aspects of convenience optimization, a business can make the behavior of purchasing or engaging with its goods or services more accessible and therefore more likely than that of the competition. This strategy not only attracts new customers but also fosters loyalty among existing ones, as they come to rely on the convenience and accessibility provided.

First, indicate some desired behavior:

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Second, indicate a strategy that will make this behavior more likely by extending hours for performing the behavior or acquiring any tangible goods and services:

Second, indicate a strategy that will make this behavior more likely by making the location for acquiring any tangible good or services or performing the behavior more accessible than that of the competition:

First, indicate some desired behavior:

First, indicate some desired behavior:

Which one of the following is not a component of the "Place" strategy?

First, indicate some desired behavior:

First, indicate some desired behavior:

Second, indicate a strategy that will make this behavior more likely by being where your target audience shops or dines out with either tangible goods or services you are promoting or where they will be performing the behavior.

Second, indicate a strategy that will make this behavior more likely by making the location where will acquire any tangible goods and services or perform the desired behavior more appealing:

First, indicate some desired behavior:

First, indicate some desired behavior:

Second, indicate a strategy that will make this behavior more likely by being at the point of decision making when performing the behavior or acquiring any tangible goods and services:

First, indicate some desired behavior:

First, indicate some desired behavior:

Second, indicate a strategy that will make this behavior more likely by being where your target audience hangs out with tangible goods or services or recommendations on where they perform the behavior.

Second, indicate a strategy that will make this behavior more likely by utilizing existing distribution channels for your target audience to acquire any tangible goods or services or a place to perform the desired behavior:

Second, indicate a strategy that will make this behavior more likely by making the location for acquiring any tangible goods and services or performing the behavior closer:

First, indicate some desired behavior:

Second, indicate a strategy that will make this behavior more likely by overcoming psychological barriers to the place (perhaps by choosing an alternative one) where acquire any tangible goods or services or perform the behavior:

Second, indicate a strategy that will make this behavior more likely by making accessing the competing behavior more difficult:

Understanding Social Marketing

10 Steps in the Strategic Marketing Planning Process

Determining Research Needs and Options

Choosing a Social Issue, Purpose, and Focus for Your Plan: Conducting a Situation Analysis

Segmenting, Evaluating, and Selecting Target Audiences

Setting Behavior Objectives and Target Goals

Barriers, Benefits, Motivators, Competition and Influential Others

Crafting a Desired Positioning

Product: Creating a Product Platform

Price: Determining Monetary and Nonmonetary Incentives and Disincentives

Promotion: Deciding on Messages, Messengers, and Creative Strategies

Promotion: Selecting Communication Channels

Developing a Plan for Monitoring and Evaluation

Establishing Budgets and Finding Funding

Creating an Implementation Plan and Sustaining Behavior

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