Situational Determinants

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In this example, the purchase situation directly involves the environment which is either anticipated shortly or, is operating at the time of purchase. Showing the consequences of being caught in dangerous winter driving conditions with bad tires is an effective message.

Reference Groups

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In this example, " Miller Lite Skinny Jeans", the guy in the commercial appears to believe he is wearing the latest style of jeans. He is then informed by the rest of the people that he is not and then feels embarrassed. Miller brings out the comedy of the situation however, the reference group is together in the belief that this guy should not be wearing skinney jeans in public. A humerous marketing technique!

Social Class

http://marketingcollege.blogspot.com/2008/02/interesting-marketing-duo-rolex-at.html



I have chosen the upper class segment of society. In this example, the Opera company has paired with Rolex watches in a combined sales promotional campaign geared toward wealthy Opera goers.

Subculture

In this example of marketing to a subculture, I have chosen the elderly and, the commercial from Life call " I've fallen and can't get up". Directly marketed toward the elderly population, the commercial preys on emergency situations where there is no help available and, the solution is the Life call beeper.

Culture

I have chosen as an example, the classic commercial from Coke in which all races of people are singing ' I'd like to teach the world to sing in perfect harmony". The commercial promotes unity and a feel good spirit. It was also designed to lift Coke consumption among all races.

commercial

Greetings

Hi Everyone!
Welcome to another exciting semester at MSTC. I am Michael and, I am in the Marketing program.