Term:SpringYear:2009StudentName(ChineseCharacters):黃彥銘StudentIDNumber:9631033StudentName(ChineseCharacters):林韋君StudentIDNumber:9631010StudentName(ChineseCharacters):李春霈StudentIDNumber:9631011StudentName(ChineseCharacters):郭曉蓉StudentIDNumber:9631013StudentName(ChineseCharacters):張欣怡StudentIDNumber:9631052CourseAbbreviationandNumberDMS4577CourseTitle行銷學,PrinciplesofMarketingInstructor張力元老師,ProfessorTrappeyFinalProjectServingTargetMarketsDueDateJune25,2009NumberofHomeworkPages15pagesHomeworkTypeTyped,classhand-in,e3logAdditionalMaterialsAllowedTextbook,journal,magazine,observationMARKINGSCHEME:AnalysisofCIData:50%NationalChiaoTungUniversityDepartmentofManagementScienceDeFinalExaminationApplicationofConcepts:50%Grade:IntroductionWearegoingtomakeasurveyfortheXiang-SibeancurdpuddingstorelocatedinDorm-Female-2restaurantinNCTU.Thestoreprovidesdifferentkindsofdrinksandsweetssuchasbeancurdpudding,shavediceandsweetsoup.Oneoftheworkers,namedauntChen-Jun,inthestoreissonicethatsherememberseveryone’snameandfavoritesweet.Withherhardwork,sheisvotedtobethemostfamouspersoninNCTU.ThereporterinTTVevencametodoaninterviewwithherandpromotedthisstoreonTV.Sadly,althoughthestorealreadyhadbeenpromotedonTVnews,thesalesamountofthestorejustkeepsina“good”level,notinan“excellent”level.Wewanttousesalespromotiontoincreasethesalesamountofthestore.Figure1Xiang-SibeancurdpuddingstorelocatedinDorm-Female-2restaurantinNCTU.LiteratureReviewFirst,wedefinethesalespromotion.AccordingtoKotler(2000),“Salespromotioniscomposedofvarietiesofinducingtool,andthemostareshort-termproperty.Itcanpromotecustomersanddealerstopurchasemorespecificcommodities.”Thesalespromotionsincludeawiderangeoftools--fromsamples,coupons,refunds,premiums,pricepacks,promotionalproducts,point-of-purchase,consumercontests,sweepstakes,games,causedrelatedmarketingandstamps.Afteroursdiscussion,wedecidetousethe“stamps”tooltopromotethesalesamountofthisstore.Thedefinitionof“stamps”isthatconsumerscanexchangeformoneyorproductswithdifferentamountsofthepointstheycollect.ThatweusethestampstocollectpointstogetrewardsiscalledFrequencyprogram.ThefollowingisthedefinitionofFrequencyprogram.AccordingtoBlattbergandNeslin(1990),“Costumer’sconsumptionhastoreachadesignedamountofmoneyortimesinspecifictimeandinspecificcustomerplace.”Aresearchshowsthatstudentstake“whethertheconveniencestoresuppliesthefrequencyprogramforthemtoexchangepresentsornot“astheirconsiderationtochoosewhichconveniencestoretheywanttogoandbuyproductsfromthatstore.Moreover,amanagerofFeng-ChiaBusinessParksaidthatitiseffectivetorelease“stamps”duringthedepression.Withhigherdiscount,theturnoverwillbefaster.WealsofoundaresearchshowsthatfromApril27thtoJuly19th,2005,7-11releaseda“CollectingHelloKittymagnet”activity.ItwassosuccessfulthatthegrossofMayreached84.3hundredmillion,andthegrossrateofsaleswas22%higherthanin2004.InJune,thegrossgrewupto93.89hundredmillion,andthegrossrateofsaleswas36%higherthanin2004.Becausethemaincustomersarethestudentsthatdon’thavestableincome,weconsiderthatsalespromotion--frequencyprogramisthemostsuitableoneforthisstore.Fromthesupportivesourcesabove,westronglybelievethatthefrequencyprogramisthemostsuitablesalespromotion.Wewanttoknowhowstampsstimulateconsumer’sbehavior.Wewanttotrytouseour“PointCreditCard”toseeifitcanstimulateconsumersandma...
