Marketing And Consumer Behaviour Essay

2535 words - 11 pages

TASK 1
MARKETING PRINCIPLES

JANUARY 2016
TASK 1
MARKETING PRINCIPLES

JANUARY 2016

IMPORTANCE OF BRANDING IN RELATION TO DIFFERENTIATION
* Differentiation helps customer recognize the brand within a category

* Significance

* Creates value

* Brand loyalty
IMPORTANCE OF BRANDING IN RELATION TO DIFFERENTIATION
* Differentiation helps customer recognize the brand within a category

* Significance

* Creates value

* Brand loyalty
Differentiation creates a perceived value amongst consumers and also potential consumers. For example, Apple’s focuses on the cost value of getting an iPhone versus other phones within the market.
If ...view middle of the document...

The consumer is concerned about what he/she feel each time there is an interaction with the brand.
For example, Apple is known globally to produce great phones, the IPhone. But the organization is also famously known to be present at every point of contact between the customer and the brand. Apple is concerned about how the consumer feels when he opens a new iPhone product? How the packaging id done? What the customer feels when he uses an IPhone, impression created when he/she walks into and Apple store.
Through a well-defined branding, consumers are able to have a good perception of the brand. The consumer is concerned about what he/she feel each time there is an interaction with the brand.
For example, Apple is known globally to produce great phones, the IPhone. But the organization is also famously known to be present at every point of contact between the customer and the brand. Apple is concerned about how the consumer feels when he opens a new iPhone product? How the packaging id done? What the customer feels when he uses an IPhone, impression created when he/she walks into and Apple store.

Consumers don’t just buy products, they buy lifestyle. Consumers are more willing to patronize companies, products or services that embodies their interests, attitudes, and opinions. Consumers pick brands that contribute to the definition of their way of life.
People want to be first to have something new and popular, and Apple’s products have turned into that something. People who use Apple products are typically seen as “cool” or trendy, as well as affluent, as Apple products aren’t inexpensive. It’s, again, something that people want to be—financially well-off but still aesthetically “cool. A typical example of branding as a way of life.
Consumers don’t just buy products, they buy lifestyle. Consumers are more willing to patronize companies, products or services that embodies their interests, attitudes, and opinions. Consumers pick brands that contribute to the definition of their way of life.
People want to be first to have something new and popular, and Apple’s products have turned into that something. People who use Apple products are typically seen as “cool” or trendy, as well as affluent, as Apple products aren’t inexpensive. It’s, again, something that people want to be—financially well-off but still aesthetically “cool. A typical example of branding as a way of life.
IMPORTANCE OF BRANDING AS A SYMBOL OF LIFESTYLE

* Attractiveness

* Prestige

* Unique customer identity

* Maintaining a specific social status
IMPORTANCE OF BRANDING AS A SYMBOL OF LIFESTYLE

* Attractiveness

* Prestige

* Unique customer identity

* Maintaining a specific social status

Evaluating Apple’s effectiveness in monitoring and controlling current marketing activities, Apple as so far kept track with the marketing objectives it has set for itself.
Apple stores have become a place for people to gather and learn,...

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