It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important.
With over 1, entries ranging in length and depth, it is the ideal reference guide for researchers, directors, managers, and anyone studying marketing for a professional or academic qualification. It is an introductory text that goes beyond the prescriptive approach. It seeks to meet the needs of a discipline that is now accepted as a fundamental aspect of business and one which needs and deserves an academic base of context, concept and application. No theoretical stone is left unturned as good practice is supported by essential theoretical frameworks.
These are the wants that advertising must take very seriously, and engage in extensive market research in an attempt to address. The promotion that Levitt would have Hoover undertake would not deal with the features of their washing machines.
It would not try to convince Germans that enamel drums are really preferable to stainless steel, or the whole of the continent that the top loading machine preferred by the British is really superior to the front loading version they are familiar with.
The actual features of the machine would be totally ignored, in a direct concentration on the consumer. Thus both Galbraith and Levitt are vindicated. Galbraith is right; the product is given. Marketing does not involve tailoring the product to the preferences of the consumer.
But Levitt is also right; the focus of advertising is a marketing one on the consumer, rather than a selling one on the product. In fact, the marketing focus so concentrates on the consumer that the product all but disappears. The point of the marketing focus is not to determine what people want, but to determine how people can be persuaded to want the product the agency has to sell. It bypasses Colin Grant issues concerning any direct connection between consumers and the product in a concentration on attempting to present the product as an answer to the more pervasive human needs of the consumer.
Hoover made the mistake of thinking that their product should meet the product preferences of the consumer. Recognition of different levels of wants rescues Levitt from suspicion of blatant self-contradiction, but, in doing so, it raises still more worrisome questions about the effect of advertising.
The wants that advertising takes seriously are not wants for particular products, or for particular features in products, but the more primary wants that characterize us as human beings. Levitt would agree totally! Marketers are really sophisticated sellers. Levitt seems to be surprised that all the focus on the consumer in the marketing turn has not resulted in a more positive view of business on the part of the consumer.
Indeed, the reverse seems to have been the case, with suspicion of advertising becoming even more pronounced. However, Levitt recognizes the source of this suspicion. He sees it as parallel to the way in which physics has not become more popular through the discovery of atomic fission; both the sophisticated analysis of the consumer in contemporary advertising and the prospects of nuclear power in particle physics represent worrisome sources of power.
We fear people who possess knowledge of how to produce nuclear power and those who understand our wishes and weaknesses better than we do ourselves. He maintains his official distinction. The modesty? The representations of advertising are addressed to mundane concerns with the material order, in contrast, for example, to the far more ambitious aspirations of art. While the ad man and the designer seek only to convert the audience to their commercial custom, Michelangelo sought to convert its soul.
Which is the greater blasphemy? Which act is the easier to judge and justify? The focus of business is purely economic, and the economic is sealed off in hermetic isolation from every other area of life.
With this, Levitt has the best of both worlds: he can insist that marketing, particularly in its advertising mode, must be seen to occupy the domain of meaning, but, at the same time, he can absolve marketers of responsibility for the meanings they purvey because their focus is only commercial after all.
The strategy of divide and conquer turns out to be no more feasible for Levitt than for any other advocate of the isolation of the economic. The attempt to have it both ways only results in falling into blatant contradiction. This implication is confirmed in Levitt himself. When that someone else questions the practices of business, however, and suggests that advertising is engaging in exerting questionable influence, Levitt returns to the normative, turning us all into advertisers.
Every statement addresses itself to a customer. This leaves only two possibilities. Either we can all forget about ethical considerations, because we are all involved in business, or else business is not nearly as isolated as the protectionist view would like to pretend.
Maslow devised a very influential characterization of human beings in terms of a hierarchy of needs, beginning with primary material needs, and extending on to social and spiritual needs. The most basic is the physical level, our requirement for the essentials of life like air, water and food. Second is the level of safety, which includes all that goes to make up a secure and dependable environment.
Why did not look spectacular. All effort focuses on production. John Kenneth Galbraith contends that just the Is that not what consumer research is for—to find out opposite occurs. The answer effort concentrates on trying to get rid of it.
It only researched their preferences between the countryside with advertising signs, and other the kinds of things which it had already decided to wasteful and vulgar practices. Galbraith has a finger offer them. For Detroit is mainly product-oriented, on something real, but he misses the strategic point. But what usually gets empha- facturer should try to satisfy, Detroit usually acts as sized is selling, not marketing.
Marketing, being a if the job can be done entirely by product changes. Occasionally attention gets paid to financing, too, but The difference between marketing and selling is that is done more in order to sell than to enable the more than semantic. Selling focuses on the needs of customer to buy. The areas of the product into cash, marketing with the idea of the greatest unsatisfied needs are ignored or, at best, satisfying the needs of the customer by means of the get stepchild attention.
These are at the point of sale product and the whole cluster of things associated and on the matter of automotive repair and mainte- with creating, delivering, and finally consuming it. Detroit views these problem areas as being of In some industries the enticements of full mass secondary importance.
But more service. The anxieties a cost ought to be. One of the ways of discovering and problems they encounter during the auto buying.
The tense and widespread today than many years ago. Yet low price makes everybody dig for profits. We the automobile companies do not seem to listen to or make more discoveries concerning manufactur- to take their cues from the anguished consumer.
If ing and selling under this forced method than by they do listen, it must be through the filter of their any method of leisurely investigation.
The marketing effort is still viewed as a necessary consequence of Product provincialism. The tantalizing profit pos- the product—not vice versa, as it should be. The profit lure of mass produc- tends to undermine a proper concern for the impor- tion obviously has a place in the plans and strategy of tance of marketing and the customer.
This is one of the so-called concrete matters is that instead of growing, most important lessons that we can learn from the the industry declines. It usually means that the prod- contradictory behavior of Henry Ford.
In a sense Ford uct fails to adapt to the constantly changing patterns was both the most brilliant and the most senseless of consumer needs and tastes, to new and modified marketer in American history. He was senseless be- marketing institutions and practices, or to product cause he refused to give the customer anything but a developments in competing or complementary in- black car. He was brilliant because he fashioned a dustries. The industry has its eyes so firmly on its production system designed to fit market needs.
We own specific product that it does not see how it is habitually celebrate him for the wrong reason, his being made obsolete. His real genius was marketing. The classic example of this is the buggy whip We think he was able to cut his selling price and industry.
But had the industry tion of the assembly line had reduced the costs. It would have done what survival always cars. Mass production was the result, not the cause, entails, that is, change.
Even if it had only defined its of his low prices. Here is his operating What may someday be a still more classic example philosophy as he expressed it succinctly: is, again, the oil industry. Having let others steal marvelous opportunities from it e. You will bricants , one would expect it to have taken steps notice that the reduction of price comes first. We never to let that happen again. But this is not the case. There- We are now seeing extraordinary new developments fore we first reduce the price to the point where in fuel systems specifically designed to power auto- we believe more sales will result.
Then we go mobiles. Not only are these developments concen- ahead and try to make the prices. We do not trated in firms outside the petroleum industry, but bother about the costs. The new price forces the petroleum is almost systematically ignoring them, costs down.
The more usual way is to take the securely content in its wedded bliss to oil. Oil is trying to improve hydro- companies actively working on it indicate a belief in carbon fuels rather than develop any fuels best suited ultimate success. One might, of course, ask: Why should the oil Here are some things which nonpetroleum compa- companies do anything different? Would not chemi- nies are working on: cal fuel cells, batteries, or solar energy kill the present.
Over a dozen such firms now have advanced working models of energy systems which, when product lines? The superior merit of each of these systems is Management might be more likely to do what is their elimination of frequent, time-consuming, needed for its own preservation if it thought of itself and irritating refueling stops. Most of these sys- as being in the energy business. But even that would tems are fuel cells designed to create electrical not be enough if it persists in imprisoning itself in the energy directly from chemicals without com- narrow grip of its tight product orientation.
It has to bustion. Most of them use chemicals that are not think of itself as taking care of customer needs, not. Several other companies have advanced models of electric storage batteries designed to power finding, refining, or even selling oil. One of these is an aircraft producer ing its own extravagantly profitable growth.
Since words are cheap and ity companies. The latter hope to use off-peak deeds are dear, it may be appropriate to indicate what generating capacity to supply overnight plug-in this kind of thinking involves and leads to. Let us battery regeneration.
Another company, also us- start at the beginning—the customer. It can be shown ing the battery approach, is a medium-size elec- that motorists strongly dislike the bother, delay, and tronics firm with extensive small-battery expe- experience of buying gasoline. People actually do not rience that it developed in connection with its buy gasoline.
They cannot see it, taste it, feel it, work on hearing aids. It is collaborating with an appreciate it, or really test it. What they buy is the automobile manufacturer.
Recent improve- right to continue driving their cars. The gas station ments arising from the need for high-powered is like a tax collector to whom people are compelled miniature power storage plants in rockets have to pay a periodic toll as the price of using their cars. It can never be made popular or pleasant, surges of power.
Germanium diode applications only less unpopular, less unpleasant. Nobody likes a tax collector, not even. Solar energy conversion systems are also getting increasing atten-tion.
One usually cautious De- a pleasantly cheerful one. Nobody likes to interrupt a trip to buy a phantom product, not even from a handsome Adonis or a seductive Venus. Hence, com- troit auto executive recently ventured that so- panies that are working on exotic fuel substitutes lar-powered cars might be common by They are riding a wave of inevita- put it to me.
A few are doing a bit of research on fuel bility, not because they are creating something that cells, but this research is almost always confined to is technologically superior or more sophisticated, but developing cells powered by hydrocarbon chemicals. None of them are enthusiastically researching fuel They are also eliminating noxious odors and air pol- cells, batteries, or solar power plants.
None of them lution. It develops the philosophy that semiconductors. For their own good the oil firms will continued growth is a matter of continued product have to destroy their own highly profitable assets. No innovation and improvement. Because electronic products are highly complex I phrase the need as strongly as this because I think and sophisticated, managements become top- management must make quite an effort to break heavy with engineers and scientists. This cre- itself loose from conventional ways.
It is all too easy ates a selective bias in favor of research and in this day and age for a company or industry to let production at the expense of marketing. The its sense of purpose become dominated by the econo- organization tends to view itself as making mies of full production and to develop a dangerously things rather than satisfying customer needs.
This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice. Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.
Author : Jakki J. Mohr,Sanjit Sengupta,Stanley F. It is an introductory text that goes beyond the prescriptive approach.
It seeks to meet the needs of a discipline that is now accepted as a fundamental aspect of business and one which needs and deserves an academic base of context, concept and application.
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