Consumer Responses to Ethnic- Oriented Products In this article the author evaluates an investigation on the understanding of ethnic product crossover. That is when the product has a target market however; another group of individuals purchase the product. For example, 60% of hip-hop and rap traditionally black music Is purchased primarily by white youths. This article compares to chapter 1 because It discusses the target market.
The target market Is fined as one or more specific groups of potential consumers toward which an organization directs its marketing program. The target market for the hip hop music is for African Americans however; the white youths tend to purchase it which means it crossover. The authors also concludes that consumers who are not members of a particular ethnic group may be attracted to ethnic-oriented products because they seek variety outside the usual mainstream or they may have an Interest In the culture. Approach The relationship between a sales person and a customer is very important.
The customer has to feel that they are the most important and have to leave out satisfied. For example, in the auto industry Toast’s Lexus operation prides itself on customer- relationship management. Toast’s creed is “customer first, dealer second, and Toyota third. ” They make sure the customers leave the dealership happy about their purchase. They do follow-up calls to make sure the customer is still satisfied. In another example presented in the article Alamo Rent-A-Car has a “Best Friends” program. Which states “Make your customers your best friends; treat them that way al the time, and they will always be your customer. This article compares to chapter 1 when it discusses customer value and customer relationships. In the article facts show that telephone contact significantly improved customer loyalty; 55. 6% of those who were contacted returned for additional services. In conclusion the fastest growing companies of the next decade will be those who establish and maintain a loyal base of customers. Endorsers in Advertising: The case of Negative Celebrity Information This article discusses how using celebrities can sometimes put the company that hey are endorsing at risk.
Although there are some positive aspects to celebrities endorsing items such as their fans will buy the items Just because their favorite celebrity is on it. The negative part of endorsing is that once a celebrity is on the face of an item the public looks at everything that celebrity does. In the article the author uses examples like in the case of Michael Jackson. He was going to court and in the public eye he was not a good role model so in most of his endorsing the customers were not buying the item.
In conclusion with this article celebrities can bring some active impact on advertising. Customer Development and Retention on a Web-Banking Site In this article the author talks about how different banks are changing their websites. The website is changing to one-on-one interactions with the customers. The web-banking site involved will be called “stocks online. ” It will be easier for the customers to go into their profile and see trade stocks online. Banks must be able to for the customer to be able to have a profile and ask for customer service with stock information.
Technology can be difficult at times for some individuals and with the alp of this web-banking will bring positive aspects to it. Being able to have one-on- one help with bank personnel will be effective and beneficial. Culture, product type, and price influences on consumer purchase intention to buy personalized products online With personalization, consumers can choose from various product attributes and a customized product is assembled based on their preferences. This article discusses how personalization products are sold online. Price can influence if someone’s decision on getting a personalized item.
For example, Dell Computer Company offers efferent computer configurations for customers to purchase making it so that the customer personalized their computer. Getting items personalized is all about making something the way you want it. The author also discusses how the type of product has an influence on how customers pick if they will pay for personalized items. Also customer preference and value placed on customization and differentiation are likely to vary depending on the customers’ cultural orientation. In conclusion there are some aspects that influence customers if they will purchase personalized products online.