Principles of Marketing
The Marketing Mix 1: Products, Brands & Their Distribution
Question 1: Explain what Fournier means by “having a relationship” with a brand.
Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there must be some kind of interdependence between the product and the partner. The interdependence with the brand may be emotionally, economically, Robert B. Hinde (1979) best defines this interdependence relationship;
For a relationship to truly exist, interdependence between partners must be evident: that is, the partners must collectively affect, define, and redefine the relationship.
Some of the theories of animism highlight that products may some kind of life-principle in the material world. Marketing plays a very important part in animism, how the product is perceived, thought of, or behaves can make or break a relationship with a brand. Tony the Tiger who advertises for Kellogg’s Frosted Flakes is a good example of this theory, Tony has the characteristics of perform and relate. He is often seen in his commercials playing or performing in sports, therefore relating to kids and adults who have that same interest. Other examples of having a relationship with a brand could include products that remind you of the past. My grandmother would always have Zero candy bars at her house when I would visit as a kid. When I see a Zero candy bar in the store I will often purchase it, why, because it reminds me of her. The examples I have provided clearly defines Fournier’s meaning of how co...
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...four approaches of price, customer service, advertising, distribution.
Works Cited
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Robert B. Hinde. (1979) Towards Understanding Relationships, London: Academic Press. Retrieved 19 March 2012. from.
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Petersen, J.C. (2007). Why don’t we listen better? Communicating & Connecting in Relationships. Tigard, OR: Petersen Publications
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The media today publishes many articles on relationships. These are often presented as advice columns or news articles and many of the writers will usually include some sort of psuedo-psychology to back up their claims. This may look good from the readers’ perspective as it attempts to provide some scientific grounding for the basis of the article; most of the time however, the ‘psychology’ presented is either misinterpreted, based on poor research, or just completely false. In this paper I will use examples of relationship psychology found in popular media and will compare them to accepted psychological theory.
Chapter 9 Gendered Close Relationships is about stereotypes for men and women ideas on how to behave in relationships. The expectations for male and female in a relationships have been set by their gender roles. The meaning of personal relationships is where partners depend on each other for various things from affection to material assistance. Partners are expected affection, companionship and energy. The two main models of personal relationships are male deficit model and alternate paths model. Male deficit model suggests male lack skills in developing relationships with others. In alternate paths model, men and women just have different ways to sustain a relationship. It’s not that men lack skills but men show it in a different way.
Devito, Joseph A. "Relationship Maintenance; Love." Devito, Joseph A. The Interpersonal Communications Book. Boston: Pearson, Allyn & Bacon, 2009. 225, 254.
In order for relationships to be successful, people should be aware of how they relate to others. Fleck and Migalski
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Researcher Mark Knapp is best-known for describing and developing a 10 step model of relational stages, it explains how relationships come together and how they come apart (Alder, pg 287). I decided to take one of my past relationships with an ex-boyfriend of mine through Mark Knapp's relational stages model. I will be referring to my ex-boyfriend as Johnny throughout this paper.
Relationships is one of those words that people use all the time but have troubling defining. There are many ways how we for relationships such as appearance, similarity, complementarily, and proximity with these formation it does help a relationship grow while it is a lesson to learn or not. In this paper, I will be talking about three people that I have a relationship with and a theory to combine it with. The first person will be my mother Grace Pagan and with her I will be talking about my Johari Window paper and the social exchange theory. The second person will be my ex fiancé Tony and with him I will be talking about my conflict paper and the Knapp theory. The last person will be my father Tito Pagan and with him I will be talking about
Erikson saw the development of inatimate relationships as the crucial task of young adulthood. The need to form strong, stable, close, caring relationship is a powerful motivate of human behaviour. An important elemen of intimacy is self-disclosure, ‘revealing important information about oneself to another’ (Collins & Miller, 1994, p 457). People become intimate and remain intimate through shared disclosures, responsiveness to one another’s need and mutual acceptance and respect (Harvey & Omarzu,1997, Reis & Patrick, 1996).
‘Every day we create relationships by means other than formal contracts... As individuals form relationships they necessarily bring their accumulated experiences and developed personalities with them. In ways unknown to them, what they expect from the relationship reflects the sum total of their conscious and unconscious learning to date.’ (Spindler, 1994, p328)
...is economy we live in today, relationships with others are important. This means whether it’s with parents, friends, business associates, or colleagues; we need beneficial relationships to succeed.
of trust can begin to shape. “We have to recognize that there cannot be relationships unless there is
Fingerman, K., & Lang, F. (2004). Growing Together: Personal Relationships across the Life Span. New York: Cambridge University Press.