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HL2 MARKETING THEORY SOCIAL MARKETING & ASSET LED MARKETING

HL2 MARKETING THEORY SOCIAL MARKETING & ASSET LED MARKETING . IB BUSINESS & MANAGEMENT A COURSE COMPANION (p183-184). SOCIAL MARKETING (p183) . Social marketing is apply the concepts of commercial marketing to the benefit of society or the social good.

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HL2 MARKETING THEORY SOCIAL MARKETING & ASSET LED MARKETING

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  1. HL2 MARKETING THEORY SOCIAL MARKETING & ASSET LED MARKETING IB BUSINESS & MANAGEMENT A COURSE COMPANION (p183-184)

  2. SOCIAL MARKETING (p183) • Social marketing is apply the concepts of commercial marketing to the benefit of society or the social good. • The most common examples are public health campaigns. Eg: discouraging smoking or drinking. • These have increasingly used “shock tactics” such as the recent EU anti-smoking campaign featured in the case study.

  3. ASSET LED MARKETING (p184) • Most successful businesses actually adopt a middle ground between market and product orientation. • Asset-led marketing involves not only being aware of consumers needs and desires, but taking into account where the organizations strengths are. • This will mean that new products may be launched to meet changing customer demand, but these will be regarded as long-term opportunities, rather than short term fashions.

  4. ASSET LED MARKETING Case Study Apple • Apple has a very strong brand image and reputation for designing and making trendy products. • This enable Apple to move into the mobile phone market with Iphone, which clearly traded on the success of the iPod music player. • Apple was aware that customers wanted a fashionable, easy to use mobile phone that could also play music. However, it was the company’s own strengths in branding and design that ensured a successful launch and enabled Apple to charge price above its competitors. • Companies such as Apple will spend at lot of effort in image building to protect the long-term probability of the brand.

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