A field agent is a person who works for a business establishment in the field as opposed to working at the office or headquarters. Such a person can either function alone or work collectively with a group of persons under the supervision of the officer in charge. The roles of field agents are integral in business marketing. Today, most business establishments employ field agents either on a permanent basis or under contract. Other corporations use mobile marketing applications such as the field agent application. This essay is a discussion of the field agent marketing application that illustrates a summary of six tasks performed, using the application, and the experiences attained during the research. The essay also illustrates the value of the research to the seller, buyer, and the marketing firm responsible for the research. The essay finally portrays the significance of the research in the field of consumer behavior practices.
Summary of Task A, Description, and Evaluation of Experiences
The first task performed by using the field agent application involved taking a picture of a pricelist of at least 10 items on the menu in the local McDonald’s. McDonald’s is an US-based first food establishment that was initially started in 1940 (Lichtenberg, 2012). Today, it is the largest chain of first food restaurants in the world. It serves over 62 million customers daily in 119 nations (Badkar & Lubin, 2012). The corporation has a total of 36,615 outlets (Lichtenberg, 2012). During the research, I visited the local McDonald’s establishment, situated only a mile from my home. Upon arriving at the establishment, I was ushered in by a friendly attendant who showed me a place to sit. I explained my reason for visiting the establishment, and one of the attendants gave me permission to take a picture of the pricelist that was fixed on the wall. The pricelist was large, printed in bold font, and colored; it also contained pictures of delicacies served at the establishment.
The research exercise was rather valuable to the seller, buyer, and the marketing firm that organized the research. As a seller, the establishment benefited from the added advertising of its products because the marketing firm had acquired the pricelist of various products on McDonald’s menu and then advertised them over the internet. The research also benefitted the potential buyers of the outlet’s products as it allowed more potential customers to learn about the variety of products being offered by the establishment and their prices. At the same time, the research enabled the research marketing firm to gather information pertaining the marketability of the various products sold by the McDonald’s outlet. Finally, the research exercise was relevant to the study of consumer behavior as it portrayed how the effective marketing of products could increase the sales turnover in an establishment. The targeted market for McDonald’s products was mainly young persons who had tight schedules and with a limited time to have a balanced diet prepared meal at home.
The technology that was employed during the research was the mobile Field Agent marketing application. The application could be installed on Android or MAC OS devices. After taking a picture of the price menu at the McDonald’s establishment, I later uploaded the photo to the Field Agent application where it could be accessed by the Field Agent’s marketing research corporation. The target store drove traffic of customers to its products through the attractive display of various delicacies available on the menu. Additionally, on most parts of the walls, the restaurant had large posters of various dishes being offered. The greatest influencer of visiting the first food establishment was the students’ culture of having delicious first food dishes during their lesson breaks because the largest proportionate of customers, who were at the establishment at the time, were college and university students who always frequented the restaurant. I acquired the knowledge pertaining the influencers by interviewing a few customers who were at the establishment.
Summary of Task B, Description, and Evaluation of Experiences
The second task performed using the Field Agent application was to acquire a picture of a served dish called Hickory-Smoked Black Forest Turkey at the local Boar’s Head Brand outlet. Boar’s Head Corporation is a leading supplier of delicatessen meats and condiments as well as cheeses. The corporation was established in 1905 in Brooklyn, New York (Boar's Head, n.d.). Upon arriving at the Boar’s Head Brand outlet, I was warmly received by professional attendants who came to enquire about my order. After explaining my primary reason for visiting the establishment, I was directed to the manager in charge of the establishment. This allowed me to seek permission of taking a picture of a served Hickory-Smoked Black Forest Turkey in the establishment. After being offered permission, a well prepared and attractively displayed dish was presented to me for photographing.
The research activity was beneficial to the seller in that it had improved the establishment’s recognition on the market through added advertising of its products over the Internet. Arguably, this aided in enhancing the sales volume of the establishment. The research exercise was also beneficial to the potential buyers as they were able to learn about the location of the Boar’s Head Brand outlet. It also allowed them to learn about the cost of the Hickory-Smoked Black Forest Turkey at the outlet. The research exercise brought great benefits to the Field Agent marketing and research firm in that the corporation was able to learn about the market demand of Hickory-Smoked Black Forest Turkey from the Boar’s Head Brand outlet.
This research was relevant to the study of consumer behavior as it had offered information on how an attractive display of a product could aid in attracting potential customers. Furthermore, the attractive display of the product Hickory-Smoked Black Forest Turkey was an effective marketing technique to appeal to new potential buyers in the establishment. The product was targeted towards persons who loved turkey meat regardless of their age or gender. Moreover, the technology employed in driving the research was the Field Agent application and a smartphone. By using a smartphone, I took a picture of the product and then uploaded it to the field agent application for advertising. The establishment drove traffic for its product through the attractive display of Hickory-Smoked Black Forest Turkey. Ultimately, the influencers for the product are the families who enjoy sharing a grilled turkey, especially during festive seasons.
Summary of Task C, Description, and Evaluation of Experiences
The third task to be performed using the Field Agent application entailed taking a picture of the pharmaceutical products situated on the shelves just under the payment counter of Walmart’s pharmaceutical products section. This exercise was focused on capturing the most demanded pharmaceutical products situated close to the payment counter in Walmart Corporation’s pharmaceutical section. Walmart is an US-based multinational corporation that operates numerous discount departmental stores and grocery stores as well as hypermarkets. The Corporation was founded in 1962, and it has 11,593 outlets (Walmart, n.d.).
After I had arrived at the local Walmart outlet, I searched for the pharmacy section inside the establishment. Since it is a busy establishment, I have had to plead with other shoppers for a few minutes to take a picture of the section detailed by the task. The customers’ attendant in the pharmaceutical section confirmed that it was permitted for me to take the picture. This research activity was beneficial to the Walmart Corporation as it boosted the corporation’s marketability on various online platforms. In addition, after being advertised online by the Field Agent application, it allowed numerous pharmaceutical buyers to know about the existence of the pharmaceutical drugs offered in Walmart’s pharmaceutical section.
In addition, the research was beneficial to the marketing company since it had allowed the corporation to determine the pharmaceutical products that were highly demanded at the store’s pharmaceutical section. The target market for the product were all pharmaceutical products’ shoppers who frequented the Walmart’s local outlet. During the task execution, the technology utilized in driving the research included a smartphone and the Field Agent application. Moreover, all the pharmaceutical products at the section were arranged in an attractive way as an effective advertising strategy for driving the traffic of customers to the product. Further, the major influencers of the product were mostly parents shopping for various pharmaceutical products for their children and relatives. The exercise was important to the field of consumer behavior because it had portrayed how the attractive display could promote the sale of a product.
Summary of Task D, Description, and Evaluation of Experiences
The next Field Agent application task that I had participated in offered me to take pictures of the Kiwi Deli Meat, Antipasti, Kiwi Deli Cheese, Club Quarters, and Danish Delights served on a plate in the local Deli outlet. While performing the task, I traced the nearest Deli outlet near my region by using Google Maps application. Upon my arrival at the outlet, the staff members were quite welcoming and supportive in my requests to have a picture of every delicacy stated in the task. They saw this as an ideal opportunity for advertising their products online to the residents since it was a newly-established outlet in the area. The manager in charge of the outlet consented to have me take pictures of all the dishes stated in the Field Agent task instructions.
The research exercise was beneficial to the local Deli outlet as it had helped them immensely in advertising their products online. The exercise was also good for the potential buyers of the delicacies, allowing them to learn about the availability of different types of dishes from the outlet. Ultimately, the study was also relevant to the Field Agent’s marketing corporation because it enabled the company to gather information on the demand of various products served by the establishment of the market. The target market for the company’s products were all persons who enjoyed eating first food meals irrespective of their age and gender.
In addition, the technology utilized to drive the task included the use of a smartphone and the Target Agent Android application. I took pictures of the various delicacies that had been stated by Target Agent application and then uploaded them to the application for advertising. To drive an increased traffic of customers to the establishment, the outlet had big advertisement banners inside and outside the store, illustrating the various dishes available for sale. At the same time, the major influencer for the establishment’s delicacies was the students’ culture of enjoying first-food meals during their lesson breaks. I validated this culture after finding out that over 80% of all the persons, who enjoyed various dishes in the establishment, were students. This research was also beneficial to the field of consumer behavior in illustrating how efficient marketing could aid in promoting the sales of products to potential consumers.
Summary of Task E, Description, and Evaluation of Experiences
The fifth task entailed visiting Walmart’s toy section and taking a picture of least four packed rows of toys. When I visited Walmart’s local outlet, I went to the toys section and sought permission to take a picture. I was granted permission by the customer attendant who was positioned at this section. The attendant was understanding and very supportive, and he helped me in taking the right picture for the Field Agent application. This could be accredited to the reason that the attendants were also aware of the uses of the Field Agent application. In the section, the targeted audience for the products were children aged between six months and 12 years. The study was beneficial for the Walmart outlet as it had allowed potential customers to learn about the availability of children’s products in Walmart’s toy section. The task was also useful to the Field Agent’s marketing corporation as it had offered information pertaining the widely-demanded toys in this Walmart outlet.
During the study, the technological systems employed included a smartphone and the Field Agent mobile application. I took the pictures of the toys in the store as instructed in the instructions and later uploaded them to the mobile application. In addition, to drive the traffic of customers inside the establishment, this Walmart’s outlet had a toy testing section where children could test various toys before their parents could make the purchase decision. This ensured that many children were able to visit the toys section to choose their favorite toys. The primary influencer of the section purchases in this section were young children visiting the outlet with their parents.
Summary of Task F, Description, and Evaluation of Experiences
The last task I performed was to take a picture of the Right Price Right Size Menu at the Local Wendy’s fast food joint. Wendy’s is an international corporation situated in the United States that was founded by Dave Thomas in Columbus, Ohio. When I arrived at the establishment, the customer service attendants were immensely helpful and welcoming. They also accepted my request for permission to take a picture of their menu. During the research exercise, the technological instruments that I had used included a smartphone and the Target Agent Android application. After taking the required picture, I uploaded it to the Target Agent’s database. The establishment’s products were targeted for all persons who enjoyed having snacks and various delicacies.
This exercise was beneficial to Wendy’s establishment as it had promoted the visibility of the local establishment on the internet after being advertised by the Target Agent’s marketing application. Similarly, the research was helpful to the potential buyers since it had allowed them to learn about the prices of various products on sale at Wendy’s establishment. Ultimately, the research was also beneficial to the marketing company in that it had offered the company the price statistics of various products retailed in the corporation. The establishment drove its customers’ traffic through the effective pricing of its goods and services. In addition, the research was relevant to the field of consumer behavior in that it had portrayed the effect of pricing as an effective marketing strategy for the corporation’s products. The primary influencers for the establishment’s products were families who enjoyed having occasional fast food at the local outlet.
In conclusion, I should say that a target agent is a person who performs various roles for an establishment while in the field instead of operating in the office. In addition, the Target Agent is a mobile application designed to collect research and marketing data from various establishments for advertising purposes. The application can be installed on Android and Mac OS mobile devices. The device allows persons to perform small tasks for the Target Agent’s marketing corporation and in turn, get paid. An example of such tasks may include taking pictures of various products in a business organization for marketing purposes.