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Scenario 16-3 In July 2010, a Sports-Focused Social Networking Site Named MyMVPs.com

question 28

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Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possible-and with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction. (Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." Chicago Tribune Local, June 16, 2010.)
-(Scenario 16-3) Still looking to get the company name out,the team at MyMVPs begins to think of ways to make people aware of the site's benefits.To date,they have relied on word-of-mouth advertisement,but they are interested in any possibility that may help build brand awareness.This means that they are basically looking for:

Definitions:

Genetic Behavioral Contributions

Refers to the influence of genetic factors on individual behavior, implying that certain behaviors can be inherited from one's ancestors.

Permanent Behavior Change

A lasting modification of behavior patterns, often as a result of intervention or significant life events.

Operant Conditioning

A learning process in which the likelihood of a behavior is increased or decreased through rewards or punishments.

Skinner

B.F. Skinner, a prominent psychologist known for his work in behaviorism and development of the theory of operant conditioning.