Converse Converse, a brand of basketball shoes that became familiar with success from the start but dropped into bankruptcy in the early sass's, is now slowly climbing its way back to the top. Since 1908 when Converse was founded it was very popular among many athletes, artist, musicians, and designers. Converse was well known for its original canvas high top All Star or Chuck Taylor. In the sass's several companies started producing this "high-top" shoe, which caused Converse's sales to decline.
Eventually Converse had to declare bankruptcy in 2001; this is when Nikkei acquired the Converse Corporation. Although Nikkei owns Converse, Nikkei leaves Converse management alone to help implement its own strategy. Some analysts worry that Converse might deviate away from its authenticity of the All Stars by being under Nik
...kei. Converse has kept the authenticity but has added some unique twists to each new design of Converse. The key to Converse's success? Geoff Cottrell, Converse's chief marketing officer has a specific strategy he calls "the good party guest. By being a good party guest?you bring something to the table and you listen more than you talk. This is how good relationships with customers have been managed and untie to grow because it participates in customer's discussions rather than dictating them. This "stand back" approach is what has helped Converse to climb back to the top. By showing more interest in the customer's wants and need for a good quality shoe but has its own style to it, this has satisfied a wide range of customers.
Converse believes that authenticity is the most important trait and the customer experience should be driven by th
customer. 1 . What are some examples of the needs, wants, and demands that Converse customers demonstrated? Differentiate these three concepts. A. Needs: the customers need a good quality and inexpensive shoe. B. Wants: The customer wants the authentic Converse shoe but also wants it to be unique and different. C. Demands: A relationship with the Converse Corporation. The customers demonstrated that they want to be listened to and not dictated.
This is where the "good party guest" strategy comes into play. 2. What are Converse and customers exchanging in the purchase transaction? Describe in detail all the facets of Converse's product and its relationship with the customers. * The customers are giving converse money and business in exchange for Converse's product, the shoe. By the loyal customers paying for the shoe and giving converse business it allows Converse to make a product. The reason that the customers are still purchasing the shoes is because they like the authenticity and uniqueness of them.
Also the relationship that Converse has with its customers is strong and gives the customers a reason to do business with Converse. 3. Which of the five marketing management best applies to Converse? * Customer Managed Relationships. This is a marketing relationship in which customers, empowered by today's new digital technologies, interact with companies and with each other to shape their relationships with rand's. This perfectly describes the relationship and marketing system of Converse. 4.
What are the benefits and drawbacks of Converse's "stand-back" approach? * By Converse sticking with the stand back approach It allows them to know exactly what the customers want, need, and demand. Then based on the customers
opinions, the company makes its decisions. 5. How can Converse continue to grow its brand while at the same time maintaining its authentic image? * Just by listening to what the customers want. Also by keeping the strong relationships that they already have with the customers.
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