1. Analyze the decision process buyers of a typical push e-mail device go through before purchasing the devices.
Push e-mail is used to describe e-mail systems that provide an "always-on “capability, in which new e-mail is instantly and actively transferred (pushed) as it arrives by the mail delivery agent (MDA)(commonly called mail server) to the mail user agent (MUA), also called the e-mail client. E-mail clients include Smartphone’s and, less strictly, IMAP personal computer mail applications. This means that users have the capacity to be notified of incoming emails and appointments as they received. In other words, each and every e-mail is delivered instantaneously and individually to handsets.
The buyers’ possible reasons before they arrive at a particular decision of purchasing a typical e-mail device is the device like push e-mail is within their interest. Interest in adoption process the consumer seeks to the information about the blackberry. Second, it is work-related to them, like the feature of the device of delivering e-mail instantaneously and individually to handset related to their job or benefit to them. Third, it matches their economical status. It means that the price of the product is within their buying capability. When the consumers have high income earned, they are less sensitive to the price and vice versa.
2. Apply the concept of aspirational groups to the Blackberry brand. Should marketers have boundaries with regard to this concept?
Aspirational groups take responsibility for their own self-branding, Blackberry by design may promote or at least at one time would have promoted to a particular demographic, which was the young, male, city business high-flyer but now the image has changed and the Blackberry has broken down that particular imagery.
The aspirational groups can help in this area because when the aspirational groups see this as a trend, more people will buy this product and they will be able to maximize their advertisements to their products. They can in fact use their product to reach out to the aspirational groups to be able to establish a firm market in the Middle East. Marketers should not put boundaries regarding the aspirational groups because as marketers their goals is to reach out to all the people and build a good relationship with customers and they must be patient in understanding the consumers behaviour.
As marketers and sellers it is their job and must understand different kinds of people. Marketers should rather take them into consideration and not put boundaries because aspirational groups can in fact help the Blackberry brand market and make their product stand out even more and since during the beginning, people are not familiar with how their mobile feature works, they really need more people to buy their product in order for them to be able to have more model of Blackberry and be able to maximize the features that they are offering to the people.
Consumer research has shown that consumers choose the brand that matches their own self-concept. Owning this brand makes the consumer feel they are achieved and deserve the brand and its imagery portrayal of success or just by having it enables the consumer to have ambitions to become whatever the aspirational marketing is selling them. Should marketers have boundaries with regard to this concept? The blackberry was specifically constructed to help with business mobility where it is a genuine tool that serves a purpose for a demographic that already exists.
One should ask which came first the ambitious city go-getter? Or the Blackberry? Obviously the ambitious city businessperson already existed the Blackberry was the tool created to aid desktop mobility. So should it restrain from touching a market that already exists? The answer would be no, as that would simply be bad business. There are always going to be aspirational groups and what can be wrong in aspiring to a positive image? If the...
Please join StudyMode to read the full document