Luxury
The Consumer
Describe briefly how the article views the role of the consumer in terms of freedom of choice in consumption situations. Is the article's view consistent with the traditional marketing ideal of consumers being independent agents with the full capacity for personal decisions?
This article views the consumer, at least the in-tune and savvy consumer as really having little freedom of choice in consumption. To "fit in" in society or in their area of society, they must consume the same things that others in their sector admire, from tennis shoes to automobiles and homes. The consumerism of the 21st century is all about fitting in and acceptance, rather than making a statement by being unique and different. Thus, consumers really have little choice - their choices are made for them by what is trendy in society, hence the proliferation of granite countertops, luxury SUVs, and huge houses that dominate the markets today. As the author states, "Because what you buy becomes more important than what you make, luxury is not a goal; for many it is a necessity" (Author).
Traditionally, marketing has been aimed at the idea of consumers as independent agents capable of making personal decisions, but this marketing mentality has altered as the buying trends of the 21st century have altered. Today's consumers act more en masse rather than as individuals, and so, marketing must show them why the "must" have the newest trendy items, or why they have to continue to need those items. Consumers still have personal choices, but they tend to shop for what is "hot" right now and making an item or service hot is what marketing is becoming. Today, people value things not for what they do, but what they say about them as consumers, and how they show they have "taste" and "class." Things are valued because they are expensive, rather than functional, and that is a very different side of marketing as well. Consumers are bound by expense today, and it is no wonder quality is becoming a thing of the past - perhaps it will end up being the real "luxury" in our consumerist society.
References
Needing the Unnecessary: The democratization of luxury."
Support for global phones Medium to High. Social events are pervasive during skiing season Medium to High; on Tours there is much planned out and taken care of; a chance to enjoy the sites and visit historic places High for shopaholics; boring for anyone who doesn't enjoy this type of activity Cost From $2,000 to over $10,000 per person Less than $100 for camping out in a tent to over $2,000 for a cabin rental From
Sandals Resorts In opening sentence, briefly introduce Sandals Resorts intended analysis. This purpose statement. One sentences sufficient. For, a sentence "The purpose report analyze components marketing mix Gatorade brand. Marketing Mix: Sandals Resort Overview of company Sandals Resorts is a brand-name series of chain resorts, most of which are located in the Caribbean. The target demographic for the resort is primarily established couples. Sandals seeks to showcase romantic yet affordable destinations for vacationers on
Consequently, marketing efforts become more and more important. Glyn Atwal and Alistair Williams (2009) for instance argue that the creators of luxury products have to use marketing efforts to identify new customers' needs even before the customers become aware of these needs. In other words, they have to "stay in front of luxury consumers" (Atwal and Williams, 2009, p.338). And in order to do so, the luxury products manufacturers strive
Car Brake Case Study Hello. Imagine case: You work a car brake company. You invention customers launched. The product brake light indicator shows strength brake. Red strong, yellow medium, blue low brake. Please following: -Evaluation: Evaluate concepts-based consumer reactions, firm characteristics market opportunities, select winning concept Car brake company case study Cars are growing increasingly 'smart.' Some industry-watchers even believe that the cars commonly driven in the future may even 'park themselves.' It
Marketing Strategy The house brand product in question here will be Archer Farms ice cream. Archer Farms is Target's house brand used for a number of different food products. For the sake of argument, we will assume that Archer Farms ice cream is quite good and Target thinks that there might be some merit to selling it beyond their own stores. The brand does not receive its own marketing at this
There are more BMW's and Porches being driven than Maserati. Position as a unique and superb driving machine, and extension of personality. Never call it a car. Brand leadership -- Emphasize hand crafted and unmatched quality. Brand has been known for decades as unmatchable. Head on positioning -- Emphasis on not really an apples-to-apples comparison; emphasize specs and luxury differences. FOCUS on innovation. Use statistics of the number of BMW and
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now