Question1:

Charity Run Project: BA421W Co., has decided to sponsor a community service effort aimed at aiding homeless people in your local community. As a part of this broader initiative, a fund-raising team has been chartered to stage a half marathon (~13.1 miles) run to raise funds to support a local shelter for homeless people.

Objective(s): To raise $25,000 for the shelter and to enhance the company's public image.

• What are all of the things we need to do to complete the charity run successfully?
• Assuming that promotion would be one of the tasks on your list; create a WBS for it. You may use any WBS Design Format to illustrate your answer.

Question 2:After reading the Manchester United Soccer Club Case Study-please answer the following questions.

• Make a list of the major deliverables for the project and use them to develop a draft of a work breakdown structure for the tournament. Please use the "Outline" format for developing your WBS. This should include at least five major deliverables. In addition, your WBS should include at least five major deliverables and at least three levels of detail.
• How would developing a WBS alleviate the problems that occurred during the first meeting and help Nicolette organize and plan the project?
• Where can Nicolette find additional information to help her develop a WBS for the tournament?
• How can Nicolette and her task force use the WBS to generate cost estimates for the tournament? Why would this be useful information?

lgapi-us.libapps.com Manchester United Soccer Club Nicolette Larson was loading the dishwasher with her husband, Kevin, and telling him about the first meeting of the Manchester United Tournament Organization Committee. Nicolette, a self- confessed "soccer mom" has been elected tournament director and was responsible for organizing the club's first summer tournament. Manchester United Soccer Club (MUSC) located in Manchester, New Hampshire, was formed in I992 as a way of bringing recreational players to higher level of competition and preparing them for the State Olympic Development Program and/or high school teams. The club currently has 24 boys and girls (ranging in age from under 9 to 16) on teams afliated with the Hampshire Soccer Association and the Granite State Girls Soccer League. The club's board of directors decided in the fall to sponsor a summer invitational soccer tournament to generate revenue. Given the boom in youth soccer, hosting summer tournaments has become popular method of raising funds. MUSC teams regularly compete in three to four tournaments each summer at different locales in New England. These tournaments have been reported to generate between $50,000 and $70,000 for the host club. MUSC needs additional revenue to refurbish and expand the number of soccer elds at the Rock Rimmon soccer complex. Funds would also be used to argument the club's scholarship program, which provides financial aid to players who cannot afford the $50 annual club dues. Nicolette gave her husband a blow-byblow account of what transpired during the first tournament committee meeting that night. She started the meeting by having everyone introduce themselves and by proclaiming how excited she was that the club was going to sponsor its own tournament. She then suggested that the committee brainstorm what needed to be done to pull off the event; she would record their ideas on a flipchart. What emerged was a free-for-all of idea and suggestions. One member immediately stressed the importance of having qualified referees and spent several minutes describing in detail how his son's team was robbed by a poorly officiated championship game, This was followed by other stories ofinjustice on the soccer field. Another member suggested that they need to quickly contact the local colleges to see if they could use their fields. The committee spent more than 30 minutes talking about how they should screen teams and how much they should charge as an entry fee. An argument broke out over whether they should reward the winning teams in each age bracket with medals or trophies. Many members felt that medals were too cheap, while others thought the trophies would be too expensive. Someone suggested that they seek local corporate sponsors to help fund the tournament. The proposed sale of tournament t-shirts and sweatshirts was followed by a general critique of the different style shirts parents had acquired at different tournaments. One member advocated that they recruit an artist he knew to develop a unique silk-screen design for the tournament. The meeting adjourned 30 minutes late with only half the members remaining until the end. Nicolette drove home with seven sheets of ideas and a headache. As Kevin poured a glass of water for the two aspirin Nicolette was about to take, he tried to comfort her by saying that organizing this tournament would be a big project not unlike the projects he works on at his engineering and design firm. He offered to sit down with her the next night and help her plan the project. He suggested that the rst thing they needed was to develop a WBS for the project. What drives . Motivation: Driving force behind human actions that human push consumers to address real needs behavior? . Need: Source of motivation Hedonic Value Self- Actualization Completing a"bucket list" Majority of Advertising Esteem Maslow's Purchase of luxury items Focuses Hierarchy of Here Belongingness and love Needs Social groups Safety and security Purchasing insurance Physiological Utilitarian Buying essentials to feed family Value Need Being (qualities) Having (things) Doing (actions) Interacting (settings) Physical and mental Feed, clothe, rest, Living environment, Subsistence - 1 health Food, shelter, work work social setting Care, adaptability, Social security, health Cooperate, plan, take Social environment, Protection - 2 autonomy systems, work care of, help dwelling Respect, sense of Friendships, family, Share, take care of, humor, generosity, relationships with make love, express Privacy, intimate Affection - 3 sensuality nature emotions spaces of togetherness Alternative Schools, families, Critical capacity, Literature, teachers, Analyze, study, universities policies, education meditate, investigate communities Taxonomy of Understanding - 4 curiosity, intuition Receptiveness Associations, parties, Responsibilities, Cooperate, dissent, churches, Human Needs dedication, sense of Participation - 5 humor duties, work, rights express opinions neighborhoods Imagination, Landscapes, intimate (Max-Neef) tranquility Games, parties, peace Daydream, remember, spaces, places to be Leisure - 6 spontaneity of mind relax, have fun alone Imagination, boldness, Invent, build, design, inventiveness, Abilities, skills, work, work, compose, Spaces for expression, Creation -7 curiosity techniques interpret workshops, audiences Sense of belonging, Language, religions, self-esteem, work, customs, values, Get to know oneself, Places one belongs to, Identity - 8 consistency norms grow, commit oneself everyday settings Autonomy, passion Dissent, choose, run self-esteem, open- risks, develop Freedom - 9 mindedness Equal rights awareness Anywhere . In groups, work on the ROW assigned to you. Let's . Find example(s) of any or all of the 4Ps that show the need you were assigned in all four categories Participate! . Explain 4 of 29Participate! . Explain Utilitarian motivations lead to Hedonic motivations lead to . Choosing the most convenient . Going out to a trendy, new restaurant place to have lunc for dinner Buying a tank of gas for the Driving fast on a curvy road even car when not rushed Utilitarian vs Choosing to shop with Choosing to shop with retailers that retailers that are seen as are seen as fun and exciting Hedonic useful and easy to use Using an air freshener because one Using an air freshener to cover really likes the smell Motivation up a strange smell in the Giving a gift to enjoy the giving apartment process and the joy the recipient Going gift shopping out of a experiences when opening the gift sense of obligation to give a gift Emotions, Moods, Affect . Emotion Feeling, sentiment, reaction, passion, excitement, or sensation" in response to stimuli of virtually any type Mood What's the More temporary and dynamic than the broader concept of emotion difference? Often weaker than many other emotional experiences . Affect (in the context of consumer behavior): . A larger categorization of both emotion and mood Refers to the inward disposition a consumer has about a particular product, brand, or purchase-related activity 8 of 29 How do marketers appeal to emotion, mood, or affectInvolvement What is How much consumer personal relevance a consumer puts involvement? into pre- and post purchase activities The degree of involvement is usually proportional to the level of motivation and expected value from the purchase Why is consumer If a consumer expects a involvement high level of value, a The consumer is likely to be important? marketer can expect that receptive to information and customer to be highly to actively seek it out motivated to make sure the product or brand delivers The consumer is likely to spend more time evaluating alternatives because the consumer is motivated to do so PRODUCT SHOPPING Types of SITUATIONAL ENDURING Involvement 17 of 29 POTIONALHigh Involvement - Searching for reviews, pricing, or comparative information onthe Internet for a high-ticket electronic investment ' Asking friends for input on clothes intended to be worn at a special occasion ' Paying attention to product pro motions Types of Involvement Product involvement represents the amount of importance one places on product under consideration Low Involvement ' A quick scan of shelf prices for laundry detergents ' Grabbing a pack of gum at the checkout counter ' Going to the same gas station you always do before driving to work Shopping involvement represents the amount of 7 importance one places on the activities needed to make a Types of purchase I Involvement Low involvement: High Involvement: - The value ofa shoe . lwiII go out fora wl'ole purchase, no matter how afternoon looking forexactly much I need or want them, is the right fit, style, and price. lower than trying a bazillion shoes. - I simply go online and browse a little or go directly to the brand I always buy and then just click to buy. - ls dynamic and can change at any given time. 7 - Is temporary l Increased involvement when tire shopping because you got a at tire on the way to school Types Of SITUATIONAL Involvement Decreased involvement because you have four other stops to make before you go home and you have two tired children with you waiting to go home ' Exactly the opposite of situational involvement ' ' Enduring involvement represents a continuing involvement with a product and pre- and postpurchase l activities Product enthusiasts Types Of - High involvement Involvement - Often closely tied to hedonic value The extent of the feelings exerted when involved in consumption activities Associated with hedonic value Types of Involvement EMOTIONAL There are two ways we make decisions and hence Elaboration can be persuaded: Likelihood . Central Route . Peripheral Route Model (ELM) . Based on consumers' level of involvement Central Route Can lead to permanent Path taken when we are BOTH change Motivated We adopt and elaborate on . Able to pay attention the message(s) delivered to US Peripheral Path taken when we: Route . Do not pay attention to . Leads to only temporary persuasive arguments change in attitude Make decisions based on . Susceptible to further change surface characteristicsCentral Route . Can lead to permanent Path taken when we are BOTH change . Motivated We adopt and elaborate on Able to pay attention the message(s) delivered to US Peripheral Path taken when we: Route . Do not pay attention to Leads to only temporary persuasive arguments change in attitude Make decisions based on . Susceptible to further change surface characteristics Elaboration Likelihood Model Petty & Cacioppo High-Involvement Cognitive Belief & Attitude Behaviour Processing Response Change Change What's ELM Central Route look like? Communication Attention & Comprehension Peripheral Route ow-Involvement Belief Behaviour Processing Change Change Attitude Change http://floriswolswijk.com/wp-content/uploads/2014/07/elaborationlikelihoodmodel.png . To affect long-term change, use the central route . e.g., Provide persuasive message and pertinent decision So what? factors . For simple compliance, use the peripheral route . e.g., Use an admired or respected spokesperson 27 of 29