Saturday, September 29, 2012
Air Jordan And Understanding Consumers Behavior
Chapter 6: Consumer Decision Making
When
choosing a brand as a consumer; how do one come to the conclusion on
why the brands or products we purchase fulfill our needs? For
a business it is vital to understand the decision making a consumer
makes because this helps the business approach consumers in a way
where promoting their product changes the consumer's decision
making criteria. This
is all part of the consumer decision making process, as consumers
we take all the parts of this process to determine if we want to buy
this product; these five steps are key to the purchasing process.
When society chooses to buy the Air Jordan sneaker it is mostly because the consumer desire it. Based on the step of needing recognition; whether its because people are looking to fit in with
others that currently own a pair because they like the style of the
sneakers; or maybe because they grew up witnessing Michael Jordan's career take shape and enjoy his brand. Jordans first being introduced to the
basketball world would be related to a nonmarking- controlled
information source which is part of the information search step.
There are many different reasons and decisions being made while the
consumer are looking to purchase this brand.
Based on the target market of the company they first target professional athletes and then move on to society who have a great deal of appreciation for the stylish sneakers on their feet. The social class of a person also
determines if a person could afford to buy a pair. The current rate
for a pair of Jordan sneakers range from $125 dollars to over $200
dollars, for people that have the money and have no problem buying
them oppose to the people that can't afford them and are left out. Overall consumer have the ultimate decision to buy or not to buy the Jordan
product due to having so many other sneaker brands out there such as
Adidas and Reebok which is
realized as the evaluation of alternatives but in the end result the
consumers will choose Jordan due to the reputation the brand has.
When purchasing the sneaker the postpurchase behavior of a person is
left with the expectations of feeling good about yourself and is
experiencing a great boost of self esteem because they are now
feeling accepted with in the social class.
Air Jordan Vs Qiadan Sports Co.
Chapter 5: Developing A Global Vision
According to "BloomBerg Bussiness Week" the famous athlete Michael Jordan file a law suit against a chinese company that produces sportswear and shoe apparel . The hall-of-famer allegedly acusses Qiadan Sport Co. for profiting illegally by utilizing the players name in chinese. Athlough Qiadan Sports is operating according to the chinese law and the office of The Trademark of China's state Administration for Idustry and Commerce. China's trade mark association claims the hall of famer doesn't own a register trademark name in china. Although, Michael Jordan made such claim; he would have to prove sufficient evidence that Qiadan Sport profited from his name. Despite the law suit Jordan claims " his interest is not to put Qiadan out of business ; But to reassure chinese consumers understand the product they are consuming and are not being misled" and that "any damages monetary award would be invested in growing the sport of basketball in china"
http://www.businessweek.com/news/2012-02-24/michael-jordan-sues-chinese-sportswear-company-over-use-of-name.html.
According to "BloomBerg Bussiness Week" the famous athlete Michael Jordan file a law suit against a chinese company that produces sportswear and shoe apparel . The hall-of-famer allegedly acusses Qiadan Sport Co. for profiting illegally by utilizing the players name in chinese. Athlough Qiadan Sports is operating according to the chinese law and the office of The Trademark of China's state Administration for Idustry and Commerce. China's trade mark association claims the hall of famer doesn't own a register trademark name in china. Although, Michael Jordan made such claim; he would have to prove sufficient evidence that Qiadan Sport profited from his name. Despite the law suit Jordan claims " his interest is not to put Qiadan out of business ; But to reassure chinese consumers understand the product they are consuming and are not being misled" and that "any damages monetary award would be invested in growing the sport of basketball in china"
http://www.businessweek.com/news/2012-02-24/michael-jordan-sues-chinese-sportswear-company-over-use-of-name.html.
Air Jordan and Marketing Evironment
Chapter 4: The Marketing Environment
In 1985 the brand of Jordan was born and has only grown from there, coming up with the Chicago Bulls Michael Jordan was targeted by Nike. Being an MVP and a champion in the NBA Nike wanted Jordan to promote this new brand of sneaker. As years passed by the popularity of the sneakers grew and more and more people wanted them.The brand Jordan can be found in many big cites targeting the many races and many sports other then basketball and also can be found in many big time retail store such as Nike town NYC , Foot Locker, Dr Jay's and as well as online at the Nike store.Nike uses marketing research to help make new products or improve old products and also combine many different sneakers in to one new sneaker. For example on December 23rd 2011 Jordan brand re-released the Air Jordan 11 “CONCORDS”. These shoes were taken off the market about 11 years ago and since that time these shoes have become a collector’s item. People would pay big money to get their hand’s on these exclusive, limited Air Jordan’s. So when these shoes came back onto the market people were breaking down metal doors and even killing to get themselves a pair of these exclusive shoes. Jordan's sneakers are so important to society based on how the company markets its products that no matter what the Air Jordan brand will forever be a desired Sneaker.
In 1985 the brand of Jordan was born and has only grown from there, coming up with the Chicago Bulls Michael Jordan was targeted by Nike. Being an MVP and a champion in the NBA Nike wanted Jordan to promote this new brand of sneaker. As years passed by the popularity of the sneakers grew and more and more people wanted them.The brand Jordan can be found in many big cites targeting the many races and many sports other then basketball and also can be found in many big time retail store such as Nike town NYC , Foot Locker, Dr Jay's and as well as online at the Nike store.Nike uses marketing research to help make new products or improve old products and also combine many different sneakers in to one new sneaker. For example on December 23rd 2011 Jordan brand re-released the Air Jordan 11 “CONCORDS”. These shoes were taken off the market about 11 years ago and since that time these shoes have become a collector’s item. People would pay big money to get their hand’s on these exclusive, limited Air Jordan’s. So when these shoes came back onto the market people were breaking down metal doors and even killing to get themselves a pair of these exclusive shoes. Jordan's sneakers are so important to society based on how the company markets its products that no matter what the Air Jordan brand will forever be a desired Sneaker.
Sunday, September 23, 2012
Air Jordan and Ethics
Chapter 3: Ethics and Social responsibility
As a consumer how do you if a company that manufactures the products you buy practice ethical behavior? In chapter 3 in Mkgt the chapter cover everything about ethics and why as a company or in business one should practice ethical behavior. To be consider ethical one must examine the consequences of one's action. In other words as a company owner you must take into consideration those you impact like employees, customers, surrounding communities, and especially most of all the environment ( How are your products being manufactured and is it ecofriendly). Now Air Jordan is a well established brand and even though Micheal Jordan himself may practices good ethics. The company Nike that endorses his sneaker practice unethical behavior. what makes this company so unethical is that Nike comes largely from Indonesia; where employees that make the sneaker get paid $4.00 dollars a day. In today's society a pair of Nike ranges from $70 to $220; so why is that employees that make the sneaker get paid $4 dollars a day; when Nike makes a whopping profit 97%. It cost Nike 90 cent a pair to produce a pair of sneaker before advertising. To have a overall general idea below i posted a documentary "Behind the Swoosh". Enjoy!
As a consumer how do you if a company that manufactures the products you buy practice ethical behavior? In chapter 3 in Mkgt the chapter cover everything about ethics and why as a company or in business one should practice ethical behavior. To be consider ethical one must examine the consequences of one's action. In other words as a company owner you must take into consideration those you impact like employees, customers, surrounding communities, and especially most of all the environment ( How are your products being manufactured and is it ecofriendly). Now Air Jordan is a well established brand and even though Micheal Jordan himself may practices good ethics. The company Nike that endorses his sneaker practice unethical behavior. what makes this company so unethical is that Nike comes largely from Indonesia; where employees that make the sneaker get paid $4.00 dollars a day. In today's society a pair of Nike ranges from $70 to $220; so why is that employees that make the sneaker get paid $4 dollars a day; when Nike makes a whopping profit 97%. It cost Nike 90 cent a pair to produce a pair of sneaker before advertising. To have a overall general idea below i posted a documentary "Behind the Swoosh". Enjoy!
Subscribe to:
Posts (Atom)
