SAINT MKT301 MODULE 3 AND MODULE 4 DISCUSSIONS

Module 3 Discussion
“I love that brand”
If you’ve had a really bad day (one of
those “I wish I had stayed in bed days”), is there a product that
always makes you feel better? How about at the holidays; does your
family have favorite foods that you associate with all the good things
the holidays mean to you? The firms that make those products certainly
hope so, because it means they have been successful in creating a brand image
that you associate with positive feelings or values. We don’t even have
to eat that favorite food; just the logo or jingle can cause us to make
those associations. Explore the brands you love and how the firms that
sell them to you have created a brand image.

For this discussion, first read Real
Marketing 8.2 in the textbook. Then, select one of your favorite brands
and describe how you see its brand image. What do you think the firm did
to create that image? If you were the brand manager for the product,
what would you do to continue building that brand? Be specific and get
creative. After all, if Harley Davidson can build a brand that makes 55
year old orthodontists feel like wild weekend bikers – the road’s wide
open.Module 4 Discussion
You actually bought THAT?
You and a group of your co-workers
take a long lunch on Friday and visit the local mall for a quick snack
and some speed shopping. Being polite and valuing your co-worker’s
friendship, you don’t burst out in laughter when you see what is
unmistakably the most hideous blouse in the history of Macy’s, not to
mention how much she paid for it! Clearly, you have MUCH better taste.
Sorry, it’s not that simple. Consumer behavior, or why we buy what we
buy, is complex and influenced by our culture, family values,
self-image, and attitudes (just to name a few factors).

After reading Chapter 5 in the text,
paying special attention to the characteristics of buying behavior
starting on page 137, consider the product you are using for your
marketing plan. Which of the factors influencing consumer buying
behavior best fits your product, and how do the factors drive the
consumer’s likelihood to purchase? (For insights into this, be sure to
read Real Marketing 5.1 and 5.2). Is culture important to your buyer
behavior? How about self-concept or lifestyle? Are there psychological
motivations? Be specific and give examples supporting your decisions.