Reply to the following: According to Keller & Kotler (2012), the development of the Web, the spread of cable and satellite TV, and the global linking of telecommunications networks have led to a convergence of lifestyles. Increasingly common needs and wants have created global markets for more standardized products, particularl
Reply to the following: I totally agree that consumer research is critical to new product development. Customer needs and wants are the logical place to start the search. Companies are increasingly turning to "crowd sourcing" to generate new ideas. Crowd sourcing means inviting the internet community to help create content or
Analyze the following case study: Ziba Design [Video File 10:38 minutes]. Pearson Education. Retrieved from mms://winmedia.leg.akamai.pearsoncmg.com/ph/bp/bp_video_library/Ziba.wmv Include responses to the following questions in your analysis. - Discuss what occurs before Ziba develops a design or advertising
Reply to the following post: Ad pretesting is an important diagnostic function for marketers. Pretesting is done prior to putting the ad into media and after it is printed or broadcast, this helps the marketer to determine if the advertisement is communicating its message effectively (Kotler & Keller, 2012). There are several
Advertising creatives have long lamented ad pretesting. They believe that it inhibits their creative process and results in sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way that will connect with consu
Please discuss "the interpersonal determinants of consumer behavior: cultural, social, and family influence and how they influence the purchase categories." Please make sure your responses are robust, meaningful and stimulates further inquiry.
Respond to the following post: Television advertising is still viable. From personal experience I have seen the trend of Cable's On Demand not allowing the fast forward option to operate during viewings so I have to painfully sit there to watch the advertisements. Every opportunity to fast forward a previously recorded show i
Respond to the following post: Television has not always been a regular item in households across the world but over the past couple of decades it has. Marketing originally began on televisions that only reached individuals who had television sets and then came billboards and the internet. Although the internet is the newest
Respond to the following post: Television is still the most powerful advertising medium. I remember years ago there was a "can you hear me now" Verizon commercial, or the famous "Flo" character from progressive car insurance company. I still believe TV is a powerful advertising tool. Haven taken a "why we eat and our perce
Channel images must be consistent with the brand image. Different types of customers shop in different stores. Most times the store selection is based on the income of the customer. Therefore, when selling high-end products, one must use channels that are known for selling high-end products. There are many stores that are capab
I will take the position that channel images must be consistent with the brand image, at least with brands that want to be perceived as high quality or exclusive. In our text, there is the example of Nike pulling their products from Sears stores when Sears bought K-Mart, because Nike did not want to be sold through K-Mart (page
Long deemed the most successful advertising medium, television advertising has received increased criticism as being too expensive and as being less effective than it once was. Critics maintain that consumers tune out too many ads by channel surfing and that it is difficult to make a strong impression. The future, claim some,
Respond to the following: I think that product functionality is the one I would choose first. 1. Product functionality - I need transportation to get from one location to the next. Primary function is met which is transportation. 2. Product design - I need a specific type of transportation to get from point one locat
Respond to the following: We as consumers do tend to purchase certain products to satisfy a need as we learned earlier in this course, and through satisfying, those needs we also make decisions about those products purchased based on the way they use the product. The value of the product that the marketer must consider as
The argument of form versus function seems to come more into play with the more widespread use of credit by consumers which has helped to streamline the purchasing decision. With the massive expansion of the availability of credit since the 1970s people have been more likely to react on impulse and just buy what they want now a
Respond to the following: The item I recently purchased was a Chrome Book as a gift for my mother. I did not buy this because of the looks, but I was very focused on functions the Chrome Book offered and the intended performance. My mother needed something simple, as she is not tech savvy and usually just googles things and
When I went to purchase my last mobile phone I purchased a Nokia. I was swayed by its user-interface screen and its big huge form factor with the shiny screen of high resolution. I was sold by its high resolution camera higher than any other phone on the market ever. Encirclement attack was used in ads to show that noone has eve
Respond to the following: Attack, Follow or Create a Niche Collapse Total views: 3 (Your views: 1). My most recent purchase was based on habit. I bought the usual brand that I buy because of its ability to meet and exceed my expectations. To gain some to the target customer base a market challenger must first define
1. Analyze the case study "General Electric" available at http://media.pearsoncmg.com/ph/bp/bp_akamai/kotler/General_Electric.html Include responses to the following questions in your analysis: • Why did GE implement a limited distribution strategy? • How was GE able to evoke an emotional buying experience for custom
Attacking a leader is always difficult. Some strategists recommend attacking a leader head-on by targeting its strengths. Other strategists disagree and recommend flanking and attempting to avoid the leader's strengths. A market leader as defined here generally has the largest market share in the relevant product and market
Reply to the following: With technology always evolving, it is inevitable that technology based products lives may be short lived. Most technology based products are experiencing highly unstable markets with increasingly short product life cycles due to rapid technological innovation and market competition (Aytac & Wu, 2013)
Reply to the following: Personally, I believe that all technology products will come to an end due to the fact that another product will be developed to produce better results. A perfect example of this is the IPod classic, whose sole purpose was to play music, store pictures and possibly play videos. Apple is currently disco
Reply to the following: Technology is continuously changing on a daily basis. This makes companies who are directly dependent on distributing electronic products vulnerable to failure. Technology based products were being distributed at such a rapid pace, the consumer market was almost unable to keep up with the newest techno
Respond to the following: Brand extension can endanger brands because their lack of expertise in one product or service. A company can be good at some things or focus on one thing and be great and build a large loyal customer base. For example ,Nike is known for its great shoes but if Nike would expand to say something like
Reply to the following: I believe that brand extensions are an important brand growth strategy depending on the main product itself. Two main advantages of brand extensions are that they can facilitate new- product acceptance and provide positive feedback to the parent brand and company. (Kotler, 2012, p. 264) For example, au
Brands can last forever as evidenced by a number of brands that are entering their one hundredth year of survival. For a brand to have immortality, it must persist to have a competitive advantage in its product differentiation dimensions. Take Tide for example, which debuted in 1946. The raw materials that produce clothing chang
Explain with examples how brand extensions are a critical growth strategy and source of revenue for the firm.
Describe customer value, satisfaction, and attitude.
What is the marketing environment? Choose a firm and discuss why knowledge of the marketing environment would essential.
How will target marketing benefit a company and in which ways will it create problems for a company?