1. Final Exam (Green) Laura FleuryMBA 2A

2. One of the most important aspects of marketing is understanding whyconsumers make decisions. Why does a teenager drink Coke instead of Pepsi? Inthese examples, product features rarely drive consumer choice. Consumerdecision making goes much deeper than that. Marketers need to know whatmoves consumers at an emotional level in order to create a persuasive message.Market researchers have a powerful technique that can be used to dissectconsumer choice, yet most dont know enough about it to use it effectively. Thetechnique is laddering and has been around for decades, but may be one of thebest kept secrets in the industry. Laddering can give marketers the informationthey need to connect with consumers and persuade them to buy their product orservice.The Traditional Research Paradigm. To understand why consumers makeproduct choices, researchers usually conduct qualitative research to exploreconsumers decision processes, and then quantify the results in a long attributeladen survey with a large statistically precise sample. Sometimes this approachis effective, but other times, managers are left scratching their heads and askingthe researcher, so what will finally get consumers to stop wavering and buy ourproduct? 3. The Means-end Approach Using Laddering. Means-end is a rigorous researchmethod that employs the laddering interviewing technique. It is used to uncoverthe underlying emotions, consequences, and personal values that driveconsumer choice. Market researchers use the approach to understand consumerchoices, and design advertising and communications messaging to influencethem to choose their product or brand.Customers have different engagements points:* Booking: through bookin App* Discovery: Official website, Hotel and Group informations , Tripadvisorcomments...* Inspiration: Social Media, word of mouth, search (google) (SEO) 4. Customer Engagement for the Morgan Hotel Group:If the customer is searching to book a room he will make several steps before thebooking and finding the good site Get informedBook OnlineOnline videosOnline CalendarSocial Media information (Facebook, Google +, Twitter, Youtube,Instragram) Newsletter Google search (for example hotel Boston)- If The Morgan Hotels Group is well referenced, the customer may find quicklythe website and if he likes the web design, he is able to book a room on this site- The website have a lot of informations for the customers (Hotel events,Culture, situation, Hotel and group story) 5. Decision making process PlanningPossibility to consult the online calendarPossibility to have a lot of informationsPossibility also to upload the Hotel and group brochures InspirationPossibility to be inform about the Hotel by Social MediaPossibility to compare and see comments DiscoveryIt is a very attractive website and very colorfulPossibility to watch videosAnd the possibility to subscribe to the newsletters BookingPossibility to book onlinePossibility to make booking by telephone During the stayConciergerie servicePossibility to check internet, mail and Social Media to share some photos or some comments After the stayIf the customer have subscribed to the newsletter, he can have the news by mail for a potential next stayPossibility to join the Social Media like Facebook or twitter If it is not made yet