Task Exam Questions Consumers will always buy what is essential to them regardless of the marketing efforts. For example, consumers will always find a way of purchasing needs such as food, water, and electricity units no matter what a certain company has done to attract them. In this case, the needs pre-exists the marketer. Marketing companies can also make consumers believe that a commodity is vital for their survival, whereas in actual sense it is a luxury. They create a situation where a fashion commodity like a designer handbag is a must have (Wolf 11-15).
Many people in the modern society succumb to this advertising strategy as they want to be trendy. The Marketers create an environment where the commodity becomes a need. Needs do pre-exists marketer, though marketers may create advertisements that make luxury goods seem like basic wants (Armstrong and Kotler 1). Someone, who does not have the purchasing power to afford luxury items, will always go for essential goods and services. The person will not look at the marketing efforts rather what they need. A working middle class woman, who has various responsibilities, will buy basic clothes items such as jeans and tops that fit her budget.
Even if she has seen advertisements of overly expensive brands that creates an illusion of a walnut. Marketing efforts can change the wants of consumers; this is by making the consumer realize that they do not have a particular commodity they require. Marketers can advertise maternity clothes that have been customized for working moms (Wolf 11-15). The soon to be a mother, who did not have the item in her budget, may go for it as it suits her particular requirements.
Absolute threshold is the particular point where one can notice the slightest sensory impressions. The light music is playing in the background or a slight touch. Not much energy is required to notice something. Whereas differential threshold is the ability to detect a change in our surroundings. The change must be at a level that is recognizable. In the fashion since, the absolute threshold is the most important. As one can prevent a situation from becoming worse.
A fashion company can notice a slight drop in sales of the products. They can regulate this before it becomes something that is will affect their performance and profits. The change should not reach levels where it is severely felt by the fashion company. The slight drop can be due to some unknown press tarnishing their clothing line. It will get to the fashion company first through hearing about it or actually reading. The company can regulate the spread of the information by minimal actions such as holding talks with the particular publishers.
This process will help to stop the information from spreading to uncontrollable levels. As the story can easily be picked up by a media company that most of their existing customers follow (Wolf 11-15). The positioning of the product is how the consumers perceive it; the key purpose of marketing is to sell a product (Blaszczyk 1). It done by making the consumer believe that a commodity is a need while it is actually a luxury. The positioning of a product needs to better than that of existing or potential competitors.
The products are given attributes that consumers find appealing as they suit their needs. According to Bruce and Hines (1), there are times when events may change in ways that the marketer did not expect forcing them to reposition their products. They might be the emergence of a particular want that a marketer has to make existing products fit. It can be done by changing the advertising message. For example, there might be might be a need for a handbag that can be used to carry academic materials.
The bag needs to carry things such as laptops and many books. A company may have a bag that is big enough to carry the items. If at first it was marketing, the bag stressing on its sleek design the message will change to accommodate its size Classical conditioning is where a certain stimulus is paired with a certain response. The first experiment used in this theory was ringing a bell when it was a dog’s feeding time. A bell was rung when the dog’s owner wanted to feed it.
The dog, thus, learned that when the bell was rings it was time to eat. When the owner rang the bell without food, the dog still salivated. Buying Nike shoes can be treated as classical conditioning. Nike is an old brand that has been accepted to be of high quality. The consumers are used to purchasing Nike shoes. It has been enforced by years of advertising. Hence, when the need to buy shoes arises they go for Nike. Observational learning is doing something because one has seen it been done by others.
There has to be someone who acts as a model. This situation is mainly seen in children where they perform certain tasks because their parents also do them. Friends and relatives can also act as models where certain actions are apt. Purchasing jeans at Diesel may be referred to as observational learning. One may have grown up with parents, who used to buy them jeans at diesel; hence, when they get the purchasing power they automatically go for Diesel jeans. Advertisements can also allure someone into purchasing the jeans.
Friends or relatives of a person may also buy jeans from Diesel; hence, making them also to want to buy there. Operant conditioning is where a certain action is paired with a certain consequence. Purchasing scarves at Hermes may be referred to. The scarves may be of high quality. One knows that if they buy scarves from somewhere else, they are prone to being worn out faster than those at Hermes. Brand equity is when a product’s name or brand gains popularity, whereas brand loyalty is when consumers stick to a certain brand in a wide range of products (Burns and Bryant 67-70).
Brand equity, over time, grows to become brand loyal. When a fashion company is starting out with a limited variety of goods, its main focus is to market its name. Doing this will make their products popular. Customers will use their products, and over a period, become loyal to the brand. Works Cited Blaszczyk, Regina Lee. Producing Fashion: Commerce, Culture, and Consumers. 2008. Retrieved on 10th December 2014 from Burns Leslie Davis and Bryant, Nancy O. The Business of Fashion: Designing, Manufacturing, and Marketing, Fair Child Books.
2007. Hines, Tony and Bruce, Margaret. Fashion Marketing Contemporary Issues. 2007. Retrieved on 10th December 2014 from Armstrong Gary and Kotler Philip. Principles of Marketing. 2011. Retrieved on December 10, 2014 from Wolf, Gary. Introduction to Fashion Marketing. New York: Pearson Custom Publishing, 2009. Print.