Answer the following questions in a few sentences (enough to answer the question concisely –

about a paragraph). Cite your sources as well if need be.

1. Using external sources/research, define each Moment of Truth (FMOT, SMOT, TMOT, and
ZMOT), and include what occurs in each MOT. Next, describe how and when you experienced
each type of MOT, and then reflect and share what you learned about marketing from your MOT
experience. Include a discussion about how you, as a marketer, can use this experience to create
a meaningful MOT for your customer.
The first moment of truth is defined as the concept when consumers look towards a product. It is
the first experience of a product from the naked eye as it can reveal all details regarding the
product. The second moment of truth is defined as the consumer experience regarding the
purchase of product. This moment would determine the perception of the brand and affect future
buying decisions. The third moment of truth is defined based on feedback gathered from
customers. These moments come after product use. Zero moments of truth is defined as the stage
when buyers discover a product and research its product detail for the final choice. All the
moments of truth use the concept of buyers to identify specific characteristics of the product. In
the first moment of truth information about the product is captured and in the second moment,
the consumer records its experience regarding the product. In the third moment of truth, feedback
is included from the customer. In zero moment, a customer tends to research for the actual
product present in the market[ CITATION Muz18 \l 1033 ].
I needed to buy a smartphone. I had a zero moment of truth when I searched for a product in the
market. I had the first moment of truth when I saw the mobile in a franchise. It was my first look
and I was mesmerized by the detail of the product. I had the second moment of truth when I
purchased the mobile. My third moment of truth was based on the feedback of my smartphone. I
learned that initially product is marketed from different angles. A customer would receive a
product as attractive and attention to detail from outside [ CITATION Gro19 \l 1033 ]. After
purchasing the attention to detail vanishes a person looks for another alternative in the same case.
Marketing is carried out according to user expectations. Seller understands the target group and
targets specific people for products that cannot be resisted at any cost.
I being a marketer can use my experience to design and advertise a product in the market. I
would require initial market research for the first phase. The zero and first moment of truth can
easily attract a customer to make a purchase decision. Moreover, it can provide relevant detail
for a person who is interested in buying a product from the market. His third and fourth moment
of truth would define my success in marking any random product in the market.
2. How does intangibility, inseparability, variability, and perishability impact the development
and execution of marketing plans? Cite specific examples from your personal or professional
experience. Explain your observations in detail.
Intangibility, variability, inseparability, perishability impact the development and execution of a
marketing plan in such a way that it can define the target market. A marketing plan can identify
the needs of the customer and present a specific solution to people in terms of diverse products.
For example, intangibility is based on product advertising. It remains on media and social
platforms and people used the same concept in the purchase experience. Inseparability is
identified from the marketing campaigns which present a mixed perspective of the
product[CITATION Wol15 \l 1033 ]. I have observed consumer products in the market which force
people to buy extra pieces from the market. It is the market plans which can force customer for
purchase behaviors.

Use the following website to answer question 3

https://esribizteam.maps.arcgis.com/apps/MapJournal/index.html?
appid=d40acb0db1c745d986cf3738774ee06a

3. The proverb "Birds of a feather flock together" describes how those of similar taste congregate
in groups. We live in neighborhoods in which we share similarities with our neighbors but do we
shop at the same places and for the same reasons based on similarities? When we look at markets
like the San Francisco Bay Area there are many differences between individual customers,
groups of customers, and their neighbors. These variations can be explained by location and how
it impacts shopping patterns and behaviors. Here we explore what factors are really important to
customer activity and store performance.

Think about what the maps tell us and why the information they provide is significant. Next,
look at the Customer Spend map, what does the map tell you about customer spending in the Bay
Area? Next, look at the map associated with Purpose Dictates Purchase. Is there a correlation
between the customer spend rate and the location of the stores? Which Ps, in the marketing mix,
do these two maps illustrate? What draws you to this conclusion?

Comment on what marketers can do with the data derived from these GIS application maps. How
would you use this data to inform the social media strategy of your marketing plan? How can
this data help inform what social media strategies would work best in your marketing plan?

Looking towards the customer spend May and purpose dictates purchase, it can be said that
laptops, top tiers, and pacific heights are the top category which attracts the highest percentage of
shopping. A correlation is present between the customer spends rate and the location of stores.
The stores which are closely related to people work areas have the highest amount of spendings.
The data can help to create strategies where people would bind with one another. Social media
strategies of promotions and advertising would be best for the people. Marketers can use GIS
data to target specific places with numerous products. I would ask my social media team to
connect people in small places and identify their requirements. Data can easily specific people
for average spending. For social media marketing, a strategy is required to fulfill every element
of the marketing plan.
References
Groth, M., Wu, Y., Nguyen, H., & Johnson, A. (2019). The moment of truth: A review, synthesis, and
research agenda for the customer service experience. . Annual Review of Organizational
Psychology and Organizational Behavior, 6, , 89-113.
Muzellec, L., & O'Raghallaigh, E. (2018). Mobile technology and its impact on the consumer decision-
making journey: how brands can capture the mobile-driven “Ubiquitous” moment of truth. .
Journal of Advertising Research, 58(1), 12-15.
Wolak, R., & Kalafatis, S. H. (2015). An investigation into four characteristics of services. Journal of
Empirical Generalisations in Marketing Science, 3(2)., 10-15.