You Work as a Marketing Assistant in a Consumer Products

question 159

Essay

You work as a marketing assistant in a consumer products company. Recently, your boss and more senior staff in the marketing department have been discussing alternative product packaging strategies. Through a major class project in your final year of business school, you learned about a very effective alternative to traditional product packaging that has been applied by a few European companies but is not well known in Canada. You ask your boss and others to give this idea careful consideration because there is little doubt that it would boost sales, particularly overseas where this new packaging has been applied. While the group is open to new ideas, you graduated from business school less than one year ago, so your ideas might not be taken as seriously. Moreover, without knowing about your idea, one senior employee joked about a similar concept, suggesting that she may oppose your idea. Using persuasive communication concepts, describe five things you would do to convince others in the marketing department to give your idea serious consideration. Briefly identify and explain two conditions that would limit your persuasiveness in this situation.

---

Definitions:

Paradox Of Thrift

The economic theory suggesting that increased saving in the aggregate can lead to a decrease in economic growth, income, and spending.

National Output

National output is the total value of services and goods produced by a country's economy over a specified period of time, essentially synonymous with Gross Domestic Product (GDP).

Saving Function

As income rises, saving rises, but not as quickly.

MPC (Marginal Propensity To Consume)

The proportion of an increase in income that a consumer spends on additional goods and services, rather than saving.