<p>MGT 722, Marketing Management Dr Mary Margaret Rogers Nature of Demand; Extent of Demand Zane Heard 2018 年 4 月 9 日 Nature of Demand  Students in NM don’t know that rep’s of four yearbook companies cover the state. Rep’s compete for school accounts, but from a consumer’s viewpoint, that of the HS student, there s really no choice. He/she gets the company chosen by the yearbook coordinator.  Unless you consider newer, non-traditional sources such as online social network sites, which will be discussed later, there is only one choice – the good old-fashioned hardback, bound yearbook.  Although there are a number of traditional yearbook manufacturers, some of them with recognizable names such as Jostens and Herff-Jones where there may be some brand awareness, there is no brand loyalty. In fact the High School itself may be considered the brand. In some cases the name of the publisher of older yearbooks could not be found. The HS student takes what he gets and one yearbook is the same quality as the next.  The purchase decision may be made in one of x ways. On order day… During order week… During special marketing campaigns. Holidays, last chance to buy, ‘share the book’ promo’s… At a distribution event… [for each add, …where the duration of the decision process is x (minutes, hours, etc…) Overall, the decision process lasts the full school year.  Influences… HS students are influenced by overall school spirit, by their personal level of engagement in the high school experience. By the prospect of seeing pictures of themselves and their friends in the book.  Risks of purchase include… o If you purchase: bad quality; my picture is not in there o If you don’t: can’t access memories (some day, longer term concern); my picture did make it in there several times and I missed out  ‘Consumption’ of this product… ‘Consumption’ of a yearbook… In terms of product consumption, a yearbook… yearbook use, o Yearbook consumption (what do you do to a yearbook? Consume, read, peruse, study, ) is intense at delivery o Followed by a period of little to no use, then returns to periods of intensity again at reunions, deaths, etc…  What differentiates a yearbook? As opposed to online pictures, social networking sites and the like, a yearbook lasts forever; is tangible, you can hold it, write in it, touch it; will Zane Heard Page 2 Apr 9, 2018</p><p> not become obsolete as is the danger with each new generation of technology; has everything is one place – between the covers rather than scattered across various storage media or multiple websites.</p><p>Extent of Demand  How big is this market? [much to be said here] o We’re talking abut NM. Get data from document MaryA found for… . How many schools . How many students</p><p>- 2 -</p>