Star Airways

Topics: Marketing, Advertising, Brand Pages: 16 (5150 words) Published: August 27, 2011
Masters Program in Business Administration (MBA)
Note :- Solve any 4 Case Study
All Case Carry equal Marks.
Sunder Singh

1. What does the purchase of a product like Nike mean to Sunder Singh? Sunder Sing, just escaping homelessness is clearly proud that he was able to save and buy a pair of Nikes. He could undoubtedly have purchase a different brand that would have met his physical needs as well for much less money which he does not say why he bought the more expensive Nikes, a reasonable interpretation is that they serve as a visible symbol that Sunder Singh is back as a successful. Sunder Singh is not Unique among low-income consumer in wanting and buying items such as Nike shoes. As one expert says. “The low income consumer wants the same product and services other consumer want”. He suggests that marketing efforts reflect those desires. Another expert state. There’s this stereotype that they don’t have enough money for toothpaste and that’s just not true. There has been some significance to them being called lower income, but they do buy things. The working poor are forced to spend a disproportionate present of theirs income on housing, utilities and medical care due to lack of insurance. They generally relay on public transportation, they spend a smaller portion of their relatively small income on meals away from home and all forms of entertainment such as admission, pets and toys; they spend very little on their own financial security. However Sunder Singh illustrated they spend the same percent of their income though a smaller amount on apparel and accessories.

2. What does the story say about our society and the impact of marketing on consumer behavior?

Marketing is generally thought of as the process of promoting goods and services to the end user. Society is generally defined as the condition in which members of a community live together for their mutual benefit. “Society can exist without Marketing, but Marketing cannot exist without Society” Marketing is the management process of anticipating, identifying and satisfying customer’s requirements. The various conventional marketing tools- advertising, branding, direct marketing, sales promotion, publicity & public relations. Critics acknowledge that marketing has legitimate uses in as much as it connects goods and services to consumers who desire them. However some aspects of marketing, especially promotion and advertisements are subject to criticisms. They argue that product promotion is an attempt coming from the goods and service providers to influence demand. Advertising has become such an inextricable part of our lives that one cannot really imagine life without it. Although we hardly ever notice, advertisements leave an indelible mark on our minds, especially the vulnerable groups like children and adolescents. Effect of Marketing on society, in particular on Vulnerable Groups Marketing and society, the commensuration of the two words raises a few eyebrows, as it is highly debatable. On the one hand, Society thrives on the marketing efforts of the Companies, while another school of thought argues that marketing makes the society more materialistic. Today, striking a balance between the two is the challenge faced by the Marketers. The society expects the business to be ethical and desires corporate executives, at all levels to apply ethical principles in other words, guidelines as to what is right and wrong, fair and unfair, and morally correct, when they make business decisions. Advertisers are traditionally use techniques to which children and adolescents are more susceptible, such as product placement in TV shows, tie in between movies and fast food restaurants, to mention a few. Therefore there exist many marketing evils that lure people to buy even when not required.

Case III
Star Airways

Star Airways offered passengers air services within the country and served a territory of 18, 000 sq. miles with...
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