Marketing for Nike - Questions Essay Example | Topics and Well Written Essays - 1250 words

merchandising for Nike - Questions - Essay ExampleIn 2005 another translation of market was developed by AMA. The new explanation highlighted the importance of customer value and the quality of conversation between the organization and its customers (Ferrell 2012). In 2007 the interpretation of merchandising had to be changed, again, in order to cover a broader audience the new definition of marketing focuses on the value not just of customers but also of partners and of society at large (Ferrell 2012, p.7). In this definition the issue of corporate social responsibility is emphasized (Ferrell 2012). At this point, the need for aligning marketing practices with morals is made clear. At this point, the application of the above definitions of marketing for NIKE should be explored. NIKE has based its marketing strategy on the needs of its customers (Mourdoukoutas 2012). From this point of view, the organizations marketing strategy is aligned with the first definition of marketing, as developed by AMA. Another characteristic of NIKEs marketing strategy is the importance given to the communication with customers. This fact is made clear, for example, in NIKEs She Runs The Night charge up which was introduced by NIKE in order to better the communication of the organization with its female customers (Marketing 2013). ... The products that the firm developed in order to respond to the demands of such render are presented in Figure 1 below. The first of the images shows NIKEs new logo while the sulfur and the third images show two products that have been designed in order to help towards the transition to a digital society a wristband for tracking energy, in the central image, and a watch customized for sports (Intelligent HQ 2013). Through such products the firm aims to contribute in the expansion of digital products in daily gay activities, a target that it is related to the society at large, and not just to individuals. Thus, NIKE manages to respond to the requirements of the third definition of marketing, as set by AMA. Question B The Marketing Concept reflects the key role of marketing the satisfaction of customer needs (McDonald 2007, p.3). The marketing activities of NIKE seem to be fully aligned with Marketing Concept, as described above. More specifically a) NIKE tries to respond to the needs of all its customers the introduction of a marketing campaign for improving the communication of the organization with women (Marketing 2013) denotes NIKEs willingness to keep all its customers satisfied, b) in 2013 NIKE presented a watch that it is in particular customized for sports (Intelligent HQ 2013) this initiative is an effort of NIKE to respond to the need of its customers for wearing a watch even when creation involved in sport activities that are quite demanding, c) moreover, NIKE tries to continuously update its product, emphasizing on renewing (Mourdoukoutas 2012) this practice also denotes the firms effort to respond to the need of its customers for innovative products, d) NIKE is aware of the