Dustin McCleve

Marketing Practical Assessment

#2)(25) Think about a quantitative survey you conducted. Show me how you calculated the mean
or percentage response for at least one question. What did you do with the information? Describe
how your marketing efforts influenced the mean or percentage over time. I helped the company
do a couple of survey's before and I have organized a couple of surveys as R&D Chief. I
would organize and enter the data into an Excel spreadsheet. The buildings were organized
in rows and the questions into columns. I would then measure the awareness by taking the
responses that say "yes" and dividing them by the number of people that were surveyed.
#3) (20) Tell me about a marketing decision you made. What thought/analysis went into the
decision? What positioning were you trying to achieve? In what ways was the decision consistent
or inconsistent with your desired positioning? We made a marketing decision to hand out
fliers/ coupons as we did our surveys. We figured that we could raise awareness for our
company while measuring awareness at the same time. Since we had to do surveys and
increase our marketing, this was an effective way to do so. We gave them a reason to come
to our booth after doing a survey for us. We had quite a few people come to the booth with
the coupons after the surveys were done.
#5) (25) List the steps in your consumer Decision Making Process (DMP) as they go from
unaware to repeat customer as it relates to your product. (Note: Not all products or consumers
follow the same process. Think about differences when buying a house compared to a bottle of
water.) What is your conversion ratio from awareness to trial to repeat customer?
Our customers would go from Unaware to Repeat customers by these steps:
1. Unaware to Aware: We would advertise by means of posters, fliers, word of mouth, and
our presence in the MC.
2. Aware to Knowledge: We would declare to them, "Represent your home state with RepT."
3. Knowledge to Preference: We would have them look at and feel the shirt so that they
could like it and feel the quality.
4. Preference to Purchase: We would tell them that we have their home state designed and
let them feel the shirt again.
5. Purchase to Repurchase: We would tell them and offer special deals if they buy shirts for
their family members.
Our product is not as repeatable as a food product, so our percentage of customers is really
low. However; we do have repeat customers. I am guessing that our percentage of
customers who are repeats are anywhere from 1% to 3%.
#6) (20) How did you determine your current price? If applicable, show any calculations you
used to determine your current prices. Show how you calculated the price to achieve a specific
gross margin % if applicable. Before we went to Badger Creek, we conducted customer

interviews and we found that most of those interviewed were willing to pay anywhere from
$10-$20 for a nice T-shirt. The average price was around $15. For that reason, we decided
to not go any higher than $15.99 for our shirts. With a unit cost of $5.79, we had a gross
margin of 64%. The way to get the gross margin is $15.99 - $5.79 = $10.20, then $10.20 /
$15.99 = .64 or 64%. However; we decided to lower our prices later to $13 and that gives us
a gross margin of 45%.
#10) (15) List some of the key customer insights you have gotten, tell me how you got them
(survey, observation, interviews, focus group, etc), AND what you did about it. We got insights
on what prices to set from the customer interviews. I already explained them on Question
#6. We also got insights on how to what kind of shirts to get. We found that most girls like
to wear V-necks, so we made sure that we got V-necks for girls. We also found that the
quality of the t-shirt is very important. Some of those interviewed said that if the shirts
were not soft, then they would not buy them. We also found that those interviewed were
concerned about how well the transfers would stick to the shirt, especially after washes.
We decided to do some research into it and found that the best type of shirt for us to get
was a 50/50 shirt. It means that 50% of the shirt is made of cotton and 50% is made of
polyester. It is soft, durable, and a low cost for us.