M8A2 - Running head M8A2 COMPETITIVE IMPACT SUMMARY...

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Running head: M8A2: COMPETITIVE IMPACT SUMMARY MILESTONE 3 1 M8A2: Competitive Impact Summary Milestone 3- Final Project Submission Antwaun A. Hill Excelsior College Managerial Economics ECO508 Dr. Cory Kanth
2 TOPIC Competitive Impact Summary Milestone 3- Final Project Submission DISCUSSIONS Product Demand and Consumer Behavior: “Consumers believe that the firm makes better shoes. Whether or not that is true, Nike has been a magician as a marketer.” (McIntyre, 2011) When a consumer purchases a product, usually there is a five step process in making a decision. The steps are need recognition, information search, evaluation of alternatives, purchase, and post purchase behavior. (Perreau, 2013) Nike tries to make this decision process easier with their advertisements. However, it’s obvious that Nike hasn’t actually used a wand on its customers and there is no proof which can measure that a Nike pair of shoes is better than an Adidas pair of shoes or another brand, so it must be magic, right? The answer is “No”, it’s the brand image and product position that is the driving force behind Nike sales. These two concepts are why we buy Nike rather than another brand. Brand

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