Lecture 2 marketing is everywhere PDF

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Introductory lecture, defining the concepts of marketing and its influence in the day-to-day lives of every consumer...

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28/09 MN1305 Markets and Consumption (marketing) Markets are sites of exchange and consumption is a mirror of the human condition. marketing focuses on fostering new ways of life and appeasing humanʼs consumptive needs. Different consumers have different choices in consumption, however everyone has base consumptive needs such as food, water, shelter. -The diversity of consumer needs is what businesses target to market their products with USPs that lend to their target consumersʼ needs (e.g: some businesses will only appeal to vegetarians as they are their particular consumptive choices) – “there is only one valid description of business purpose: To create a customer as it is the customer that determines what a business is, they are the foundation of a business and keeps it in existence” - Peter F Druker (the practice of management)\ Public policy marketing: CMA (competition& markets Authority) “we work to promote competition for the benefit of consumers, both within and outside the UK. Our aim is to make markets work well for consumers, businesses and the economy” (regulate the advertisement industry) Marketing is Everywhere consumer sovereignty: the idea that the consumer is free and has power, the purpose of a business is to satisfy their needs and not vice versa. often however, publicity is based on emphasising the appeal of a product by associating it to beauty, making consumers believe the product will make them resemble the displayed model. (e.g: makeup adverts, fragrance, lingerie) -consumer socialisation: advertisers use children and condition them to nag their parents more effectively through making a product more alluring to the child rather than parents. This creates a childʼs choice of consumption and creates a demand that they will nag their parents with. Child oriented advertisements therefore increase this effect. e.g: https:// www.theguardian.com/environment/2014/oct/09/lego-ends-shell-partnershipfollowing-greenpeace-campaign using this Lego aesthetic appeals to children resulting in their nagging of parents and spreading the influence of their green peace message. Although the advert grabs childrensʼ attention, it is really about stopping shell-lego pollution. Mascots also increase consumer socialisation as they attract children. For example the smiling Ronald McDonald mascot would associate childrenʼs image

of the fast food chain with a loveable icon and therefore nag their parents to go to McDonalds. Living the Brand Branding is more than simply advertising, it is selling the living embodiment of what a brand is suppose to represent. For example Harley Davidson created the Harley owners Group in 1983 to build on the strong loyalty and fraternity of their consumer base, not only promoting a product but a lifestyle. HOG (Harley Owners Group) benefits include organized group rides, exclusive products and product discounts, insurance premium discounts, and the Hog Tales newsletter. Sweatlife also did a similar thing in which the created a hashtag for people to share their experiences using the service #thesweatlife in order to not only create a social group of consumers but also spread the appeal of their brand Faith and Marketing Benetton is a business that splices religions and races in order to raise the appeal of their product whilst also sharing a message of unification through slight controversy. Amazon did a similar thing by putting two religions in their christmas advert in 2016 and creating a diverse image for their company. Nike also launching a Hijab for women to wear whilst exercising, therefore expanding their consumer group and also empowering their company image as one that believes all should be able to exercise equally. Consumer Brands and Visual Artists Coca Cola using the historical timeframe to enhance their product (world war) as they brought their product with the Americans throughout the war. This spread their product globally through the war and the American troops that promoted it. Robert Woodruff said Coca Cola is “within an armʼs reach of desire” 1923-1955 to underline the global significance of the brand and how accessible it has become Coca Cola also use artists such as Andy Warhol to spread their influence as these artists painted their coca cola bottle, artists also criticised the brand which still increased the businessʼ immense influence on the market and the globe. Artists have repeatedly used brands to share messages through art, showing how creativity can fuel a brandʼs influence whether positive or negative...