Marketing Research

The fall semester of 2009 I took a sociology class and we watched a video on marketing. In the video they talked to the pop company Sprite. In the early 1990's Sprite was struggling with selling their pop. Sprite decided that they needed to do "Marketing Research." Sprite chose to do "custom research" in the form of a "focus group." Sprite found out that there product was boring to teenagers and that teenagers were tired of "marketing strategies" which pushed teens to buy a product. Sprite responded with the ad you see at the top left. Sprite figured out that if they would tell the truth and not push their product too hard that teens would buy their pop. Along with this marketing Sprite also realized that the rap/hip-hop industry is what teens followed. In response to that Sprite started using hip-hop stars to advertise their pop. Sprite even went as far as throwing a party with some famous rappers and paid teens to come and have fun. Sprite filmed the party and broadcasted in on TV. This new "marketing plan" was successful and put Sprite back in the competitive world of beverages.

Welcome to the World of Marketing

"Welcome to the World of Marketing" is a great introduction chapter to the marketing around us and how marketing is everywhere all the time. I realized after reading this chapter that once a company gets HUGE there is no specific market, the world is their market. The two companies that came to my mind of this world marketing are McDonalds and Nike. I will only talk about Nike but these same concepts can be applied to McDonalds.
Nike has a large focus on "mass market." A mass market is where a company focuses on every possible customer in a market regardless of their special needs. Nike offers shoes of many different designs and types but Nike’s focus is on selling Nike as a brand. A specific ad might be advertising the new Nike Jordan basketball shoe but when people see the ad with the slogan, "Just Do It" Nike is really selling the idea that Nike shoes are made for everyone, to do what they want to do.
Nike's ads play on consumer emotions. When you see a printed ad or a video (such as the one attached)the ad makes you feel that the shoes make the athlete good. Since that shoe can make them good you want to buy those shoes so that you can become good. Nike holds a "market position" were Nike is the best shoe in the consumers mind because professionals wear that shoe that you want so badly.
There are even Nike customers who have "consumer addiction." I know students that will only wear Nike shoes and other people that collect Nike shoes and then resell them a few years down the road because some consumers will pay hundreds of dollars if not thousands of dollars on those retro shoes.
Overall Nike has a great "market mix." Nike shoes are a popular "product," the shoes are "priced" competitively with other shoes, the shoes are available at almost every mall and are offered online at hundreds of websites ("place"), and the "promotion" is seen everywhere from magazine ads to TV. ads to giant billboard signs. The marketing mix for Nike is very well put together and focuses on worldwide marketing.
This chapter has really opened my eyes to the marketing around us and how much this marketing is worth to a company.

Marketing 360: Catch the Buzz

After reading chapter one of my marketing book on promotional strategy and integrated marketing communication I thought about my favorite place to shop...William Sonoma. Whenever I need a cooking or baking product I hop online and look for what I need at William Sonoma.
The reason I am a loyal customer to them is because I like the quality of their products they offer. After reading all about "Promotion" (one of the 4 P's of marketing) I realized that they utilize Buzz Appeals in the form of Word of Mouth. When I am looking for that new product that I just have to have, I go onto their website and find two or three different brands of that product.
Next I look at the "Average Customer Rating" and then read a page or two of the "Summary of Customer Ratings & Reviews". Which ever product looks the best, has the best product review and the best price is what I buy. By looking at the product's image, reviews, and price I am really looking for the best "Value."
The reason that I say they use "Word of Mouth" is because all of the "Summary of Customer Ratings & Reviews" are posted by customers that have actually bought that product and either recommend it or don't recommend it. William Sonoma is using their customers to sell their products to more customers.
Looking at my buying from a marketing stand point the promotional strategy of using customers to sell other customers is very smart and helps the company gain trust with their customers. That is my perspective and interpretation of chapter 1 applied to my life.