1. On The Basics. Marketing or selling concept and connectedness – Flashcards

- A marketing philosophy that is the framework for and a measure of how a brand connects with its audience -It is a way of thinking and focuses on audiences, engaging in dialogue -Measured by looking at brand's visibility to audience, usefulness , usability, ability to create desire, and level of engagement with customers

-The idea that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort

-Marketing management philosophy that holds that achieving organizational goals depend on knowing needs and wants of target markets and delivering desired satisfaction better than competitors.

-connects w/ customers because it doesn't produce its products to get into the mass market, but seeks to provide customers w/ elite athletic wear -innovative modifications to ensure satisfaction of the target markets -Distinguishes itself by guarantees maximization of performance and aids individual's development -quickly responds to customer's feedback/desires

- Digital data collection: Nike + -Tool that collects valuable info about their market; allows for closer company-customer relations -creates an online community and track performance -connects w/ customers without direct product purchases

Customer relationship management -interaction of future and current customers -Connects w/ high quality athletic wear, and also customer service after purchase -Twitter: online community to provide support to followers and responding to questions swiftly

-position the brand as superior to its competitors -through emotional ties -Has positioned itself as a motivating brand, and through work, individuals can become athletes. Nike provides the wear for anyone to become elite

Age group 10-35 Age group 35+ Family size 1-2 persons, 3-4, 5+ Family life cycle- Married, unmarried

- Central target market based on psychographic values -Anyone who engages in physicla activities a target -10-35 ages engage the most to attain athletic aspirations. -Aids and gives high quality wear to help customers -healthy lifestyle

-Many competitors like Adidas and new Balance. - Adidas merged with reebok, and they reduced cost of production. -has precense in Japan/European countries - adidas can provide cheaper alternatives