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:

Overallocation

The process of distributing or assigning more resources or rights than are available, often leading to shortages or conflicts.

Underallocation

A situation in which resources are not distributed efficiently, often leading to a failure to meet demand for certain goods or services.

Farm Subsidies

Government aid provided to farmers to boost their income, regulate the production of farm products, and affect the price and availability of these commodities.

Agribusiness

The portion of the agricultural and food product industries that is dominated by large corporations.