Converse case study
Ning Zhang
Intro to Marketing(MKT333)
Ms. Susan Carder
Dec. 20th 2014
Case Study#3 Converse
1. How would you define the needs, wants, and demands of the Converse customer? Needs lead to wants, wants lead to demands, demands lead to perception. Consumers want stylish shoes, so they demand that they be affordable. A need is a state of deprivation, and some needs according to Maslow’s Hierarchy of needs are more crucial than others, in this case Converse customers need shoes to protect their feet, this is a basic need. A want is the form human needs take as they are shaped by culture and individual personality. Converse customers want trendy shoes that are popular, and well priced. Converse offers and satisfies both of these wants. Customers also demand, (being human wants that are backed up by buying power) shoes that can be useful to them in a number of ways, and serve multiple purposes, they are trendy, light weight, and can be utilized in a number of daily activities.
2. Please describe Converse’s “stand-back” approach. Is it appropriate? Effective? The effectiveness of the stand-back approach are that Converse will be able to maintain a decent amount of customers that means Converse will and should be able to maintain its young demographic, via social media, and natural buzz marketers, also it will attract socially responsible consumers who are interested in buying from companies that practice socially responsible tactics, as it does with pairing up with RED. But unfortunately will not progress and won’t be able to compete with the other companies. If the company continues the stand back approach not much progress can and or will be made and they will eventually not be able to compete with other companies who are constantly renovating their products, and marketing techniques.
3. What is the benefit of Converse’s participation in the (RED) Global Fund? Does it “fit” with the target market? Converse joined by RED is undoubtedly helping others helps
Intro to Marketing(MKT333)
Ms. Susan Carder
Dec. 20th 2014
Case Study#3 Converse
1. How would you define the needs, wants, and demands of the Converse customer? Needs lead to wants, wants lead to demands, demands lead to perception. Consumers want stylish shoes, so they demand that they be affordable. A need is a state of deprivation, and some needs according to Maslow’s Hierarchy of needs are more crucial than others, in this case Converse customers need shoes to protect their feet, this is a basic need. A want is the form human needs take as they are shaped by culture and individual personality. Converse customers want trendy shoes that are popular, and well priced. Converse offers and satisfies both of these wants. Customers also demand, (being human wants that are backed up by buying power) shoes that can be useful to them in a number of ways, and serve multiple purposes, they are trendy, light weight, and can be utilized in a number of daily activities.
2. Please describe Converse’s “stand-back” approach. Is it appropriate? Effective? The effectiveness of the stand-back approach are that Converse will be able to maintain a decent amount of customers that means Converse will and should be able to maintain its young demographic, via social media, and natural buzz marketers, also it will attract socially responsible consumers who are interested in buying from companies that practice socially responsible tactics, as it does with pairing up with RED. But unfortunately will not progress and won’t be able to compete with the other companies. If the company continues the stand back approach not much progress can and or will be made and they will eventually not be able to compete with other companies who are constantly renovating their products, and marketing techniques.
3. What is the benefit of Converse’s participation in the (RED) Global Fund? Does it “fit” with the target market? Converse joined by RED is undoubtedly helping others helps