Virtual World Scenario Script

VIRTUAL WORLD SCENARIO SCRIPT

“2 Couples on a Vacation”

[MKTG 301; Dr. Carter; Spring 2010]

INTRODUCTION

The virtual world project engages you in modeling customer profile archetypes as “avatars” in order to learn “Individual Consumer Influence” concepts. In addition, the future possibilities of “virtual world” marketing are depicted by dramatic role-play scenario involving segmentation characteristics (ch. 7), motivations (ch. 8) and belief components (ch. 10).

However, YOU are required to FIRST CREATE the scenario “theme,” “avatar roles,” and market interaction plot, scenes, and script.” After this collective class process is completed, you will divide into groups associated with particular avatar roles (maximum of 4). Then, our class periods will be used to vicariously simulate the “virtual world” market presence and patterns. Using imagination and a “dramaturgy” approach, instead of 3-D technology, you will direct the motion of your group’s virtual avatar through a series of interactions.

Afterwards, we will see how marketers validate the unseen aspects of customer identity by monitoring and observing actual interactions, not just reported responses, regarding motivation and beliefs/feelings/attitudes. In addition, we will have a chance to ponder the future possibilities of “virtual world” marketing.

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THE CAST:

GROUP 2: HISPANIC AMERICAN MALE
Name: Juan Martinez
Age: 24 Weight: 205 lbs Height: 6’2
Ethnicity: Hispanic American
Occupation: Fisherman Income: $40k
Home: Ventura, CA
Education: UC Santa Barbara Graduate Degree: Business Management
Politics: Independent Party
Interests: Surfing club; popular music; agnostic- pride in what he Sanchezs; food- seafood and a different variety.
Parents: Married; own a Ventura seafood restaurant called “Blue Ocean.”
Siblings: 22 yr old brother and 21 yrs. Old fraternal twins of opposite sex
Own or Rent: rent with roommates
/ GROUP 3: HISPANIC AMERICAN FEMALE
Name: Lupe Sanchez
Age: 40 Weight: 117 lbs Height: 5’5”
Ethnicity: Hispanic American
Occupation: College Professor
Home: San Diego, CA Born and Raised: Chicago, IL
Education: 2 doctorates Income: $70,000-$80,000 range
Psychological Factors: Control freak, even tempered, mild humor, non-confrontational, enjoy life, and be successful, independent.

THE CAST (Continued)

GROUP 1: FOREIGN SWEDISH MALE
Name: Liam Volshkene
Ethnicity: SwedishAge: 30 Income: $75,000 Number of kids: 0
Occupation: Electronics Engineer: Sony of Japan
Previous Experience: On the Board of Volshkene Industries Location:Japan
Physical:: 6", 175lb, blond, pale, lean/toned, blue eyes.Education: ME, BA
Family of Orientation: Educated Parents, Only Child, Encouraged to see the World.
Father’s background: Ake Volshkene III, was born in the United States in the late 1950’s. During the 1970’s he was interested in the technology going on between Russia. So Ake went to a United StatesUniversity and got a degree in engineering. Then the unexpected happened, his parents died in a car crash in Sweden visiting the family.
Ake Volshkene III rushed out of the country to Sweden because of this tragedy. On the way to Sweden he met a woman going back from a meeting with the world leaders. She was fully Swedish, and her job was working for Parliament. Ake would see her later on and she would soon be the mother of Liam.
Ake was devastated for his loss but seeing Sweden for the first time, he fell in love with it. After burying his parents he started working with technology in Sweden and giving the government knowledge about advancing their military. His business then started to grow and later developed into Volshkene Industries. This is a corporation that focuses on expanding technology in all sectors of society.
Mothers Background: Alexandra Polme
Alexandra was born and raised in Sweden her whole life. She was born into a poor family but she liked to learn. Alexandra was a representative of Sweden in the 1970’s went to the United States to discuss their stance on the Cold War with other world leaders. Alexandra had good wealth and she met Ake in dispute with his company and what they where doing providing information to other countries in conflict. Despite her not on his side during the time (because she felt that his company went against the countries interests). They married later on and had Liam.
VALS: Primary - Experiencer, Secondary - Innovator
Traits: Ambition, Polite, Helpful, Imaginative, Logical, Broad-minded, Self-controlled. Behavior: He is an impulse buyer, he buys necessities only when needed, however he budgets himself for that impulse and keeps to his budget. Enjoys having the newest gadgets, so he can get ideas. Picky clothes shopper.
/ GROUP #4: FOREIGN SWEDISH FEMALE
Name: Helga Lota
Age: 31yrs Weight/Height: 150lb, 5’8”
Hair/Eyes: Brunette Shoulder-Length/ Green eyes
Born: Stockholm, Sweden -Learned English in Am @ 12
Profession: PhD. Zoologist -Salary: $75,000 -PhD from UC Davis
Home: Condo owner, Santa Monica, CA, has an orange cat—named Morris.
Sexual Orientation/Availability: Heterosexual/Single
-Sanchezs not want kids
-has a niece (4yrs.) and nephew (6yrs.)
Personality
-Type A: Ambitious, Motivated, Outgoing.
-Hedonism: Pleasure & enjoys life, universalism, conformity.
-Likes bright colors, life of the party.
-Has commitment issues, cannot settle
Hobbies -Reading -Likes to play lacrosse -Plays guitar -Likes BBQ w/friends

SCENE 1 – “The Meeting”

During their pleasure trip airline flight, a modern age liberated Hispanic American couple, Juan (24) and Lupe (45) unexpectedly encounter an intriguing Swedish women traveling to join her enigmatic mate in Barcelona Spain. After hours of conversational bonding, the three agree to spend the weekend as a foursome, once the plane arrives in Barcelona. Liam, the Swedish mate, has reserved a spacious suite atThe Hotel Majestic, located in the very center of Barcelona, on Paseo de Gracia.

The three new acquaintances are excited about surprising Liam with his American couple weekend guests. THE MEETING takes place in Barcelona’s “El Prat Airport,” amidst an exotic blend of old world Spanish culture and modern traveler amenities.

As THE MEETING transpires, several INDIVIDUAL CUSTOMER CHARACTERISTICS (ch.7) are revealed about each person, as well as BRAND preferences and associations that emerge on the vacation.

SCENE 1 – THE MEETING (Continued)

JUAN / LUPE / LIAM / HELGA
“ Hey babe it is packed in here” / “Don’t call me babe, I have a name.” It’s packed because we are in Barcelona.
I know that you are tired babe, what do you want to eat? / And how do you know that? Let’s go eat at a place nearby. / Hey there you guys! I told Liam that I would meet him by the baggage claim.
Sooo now what? / Nice to meet you Liam. I am Lupe. / Helga! …Who’d you bring with you this time? This isn’t in the budget. *Sarcasm* Welcome all! / I can bring whomever I want, this is my vacation as well! This is LUPE and Juan we met on the plane.
Helga always had a great sense of humor, nice to meet both of you.

SCENE 2 – “The Mingling”

Now settled into their posh Barcelona“Hotel Majestic,”the American and Swedish couple finds that a stimulating interplay exists among their varied MOTIVATIONS (ch.8). Awaking after all night drinks, snacks, and chats, the zestful foursome take to the streets of Barcelona for a day of sightseeing.

THE LADIES EVEN TOUR THE CITY ON A SCOOTER!!!

JUAN / LUPE / LIAM / HELGA
“ Whatever the ladies want sounds good.” / Sounds like a plan! Where do you wanna start? / I made a list of possible places to see and things to do, any place in particular look good? / So today is a new day, how about we rent some mopeds and take our own tour of the city?
This all sounds good but lets make sure we come back on time for the soccer match. / Oh! I’ve seen pictures of that place, it’s amazing. We should stop and take some too. / How about we pick up some food to eat lunch there and enjoy the scenery. / I say we take our mopeds to MontjuicPark, it is the perfect place to start.