Marketing 3471 Discussion
Marketing 3471 Discussion
Part D: Online Discussion (Part 1)
Various privacy concerns arise in the modern and highly digitally supported method of advertising known as permission marketing. This form of marketing involves gaining permission from the targeted audience and potential customers, after which advertisers can promote their products and services (Watson et al., 2013). It allows the client and provider to develop a long-term business relationship and enhance loyalty. However, one challenge is that the advertiser is likely to violate the user’s privacy in a bid to gain their permission. In as much as the client granted permission, they may be reluctant to receive promotions on a frequent basis.
A main ethical decision for an advertiser is to ensure that the target audience has granted permission to receive promotional messages (Lexell, 2014). Furthermore, it is essential for advertisers to ensure that they do not violate private information of their potential clients. A significant tool that enhances permission marketing is the ability to learn the consumption behaviors of clients. Consequently, one possible challenge that can be experienced in this form of marketing is seeking and gathering as much information of consumers as possible.
An issue that marketers need to be aware of in permission marketing is avoiding developing ad fatigue among their audiences by bombarding them with too many promotional messages (Krafft et al., 2017). While consumers may be willing to purchase goods and services from the advertiser, they may not possess the same level of enthusiasm when it comes to receiving advertisements.
Part B: Discussion (Part 3)
My choices for clothing differ significantly from those of my friends for a variety of reasons. Aside from various factors as price, modern trends, and weather, personality types play a significant role in shaping the choices we make about which clothes to purchase (Tiggemann & Andrew, 2012). While many people may be similar in their personalities, they cannot be exactly alike. This form of uniqueness determines our attitudes, choices, and behaviors across all aspects of life. Personality is significantly shaped by our surroundings. Some of my friends are from different cultural backgrounds, where the aspect of beauty and fashion is different from that of my cultural experience. As a result, these friends tend to make different clothing choices from mine.
In the same way that our personalities differ, so do our fashion tastes. Character plays a considerable role in determining people’s preferences. Furthermore, these preferences may be interconnected with our lifestyles. Clothing choices are subject to our types of work, hobbies, and other activities. The manner in which people perceive themselves is a crucial factor in determining purchase behaviors. It determines their personal styles with regards to clothing and accessories (Erdoğmuş & Büdeyri-Turan, 2012). These perceptions shape our attitudes about certain types of clothes. For example, my friend may consider a type of clothing to be flattering because of the material or color, while another friend may not find it to be flattering on him.
Part D: Online Discussion (Part 6)
The Dove Self Esteem Project is a useful tool because it helps young women to develop a positive relationship with their image, regardless of what is being communicated to them about what beauty is. Through this, women can relieve themselves of the pressures of conforming to the often-impossible beauty standards (Dove). They are also able to develop healthy self-esteem and confidence, which helps them to participate in social activities that they would have otherwise avoided due to a negative self-image.
Young women and girls use public figures and particularly celebrities from movies and music videos as a reference groups and role models. For them, standards of beauty are significantly linked with these highly visible figures. However, one significant problem is that most of these women are unable to attain these standards, and therefore develop self-esteem issues that prevent them from psychological well-being as well as full social participation (Vogel et al., 2014). Beauty standards can also be communicated from other sources such as advertising, peers, and surroundings.
The campaign will likely play a part in changing the reference groups for these young women as they become more exposed to the possibilities of seeing themselves as different yet just as beautiful. Furthermore, these reference groups are likely to change as the women become more conscious of the negative and limiting psychological impact of narrow standards of beauty set by the media and society. The Dove campaign also caters to the physical and mental development as it promotes positive body attitudes in men.
Part C: Online Discussion (Part 7)
With the increasing economic uncertainty coupled with increasing choices for products and services, consumers have become more frugal. They are careful to avoid purchasing things they do not need while ensuring they obtain value for money for the things they buy. Advertisers thus have unique challenges as well as opportunities to address and explore in these new markets (Goldsmith et al., 2013). One way to appeal to frugal consumers is to show that the products and services are of actual value to them. If an advertiser is selling a machine, they should show how it would help in efficiency and time saving more than if they did not use it. For service providers, the aim is to show the value of service is higher than that of their competitors. Furthermore, advertisers may seek to find out the unique challenges that consumers face. This allows them to develop products and services aimed at solving these challenges. The frugal consumer is also searching for ways to save on money when purchasing necessities. Consequently, promotional sales become more attractive (Schulze et al., 2014). A business owner or advertiser may consider making frequent promotional deals for such customers.
Part E: Online Discussion (Part 8)
The move towards marketing to women by Subaru has been sparked by the increasing need for transportation, especially as more women continue to join the workforce. Furthermore, the need for transportation, especially for non-work purposes has also increased, thereby increasing the need for women to have vehicles at their disposal. Subaru had succeeded to sell to this new group of consumers because they were able to notice the latest trends.
Another point of
success was appealing to the specific needs of women with regards to driving
features, benefits, comfort, safety, and functionality, among other relevant factors. While any other group of people could drive the cars, Subaru made it an
objective to market to women as well as the LGBT groups as a means of making more sales in the mid-1990’s as sales were tanking (Mayyasi,
2016). For some, this was a positive message that communicated inclusivity for
groups that were previously highly marginalized in the automotive industry.
Through time, the image of a Subaru has been
associated with both women and the LGBT consumers.
Dove. (n.p). Our mission. Retrieved from https://www.dove.com/uk/dove-self-esteem-project/our-mission.html
Erdoğmuş, İ., & Büdeyri-Turan, I. (2012). The role of personality congruence, perceived quality, and prestige on ready-to-wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal, 16(4), 399-417.
Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2014). The etiology of the frugal consumer. Journal of Retailing and Consumer Services, 21(2), 175-184.
Krafft, M., Arden, C. M., & Verhoef, P. C. (2017). Permission marketing and privacy concerns—why do customers (not) grant permissions? Journal of Interactive Marketing, 39, 39-54.
Lexell, J. (2014). Email ethics: The basics of permission marketing. Business Email Lists. Retrieved from http://businessemaillists.com/permission-basics
Mayyasi, A. (2016). How an ad campaign made lesbians fall in love with Subaru. Priceonomics. Retrieved from https://priceonomics.com/how-an-ad-campaign-made-lesbians-fall-in-love-with/
Schulze, C., Schöler, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1), 1-19.
Tiggemann, M., & Andrew, R. (2012). Clothing choices, weight, and trait self-objectification. Body Image, 9(3), 409-412.
Vogel, E. A., Rose, J. P., Roberts, L. R., & Eckles, K. (2014). Social comparison, social media, and self-esteem. Psychology of Popular Media Culture, 3(4), 206.
Watson, C., McCarthy, J., & Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), 840-849.