Using means-end chains and hierarchical value-maps

Business & Finance, Marketing & Sales
Cover of the book Using means-end chains and hierarchical value-maps by Jan-Christoph Kischkewitz, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Jan-Christoph Kischkewitz ISBN: 9783638528108
Publisher: GRIN Publishing Publication: July 29, 2006
Imprint: GRIN Publishing Language: English
Author: Jan-Christoph Kischkewitz
ISBN: 9783638528108
Publisher: GRIN Publishing
Publication: July 29, 2006
Imprint: GRIN Publishing
Language: English

Essay from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9/10, Radboud Universiteit Nijmegen, course: Global Marketing, 17 entries in the bibliography, language: English, abstract: As Gutman points out in the introduction to his early article on consumer categorization processes, 'knowing that consumers want to look well dressed doesn't tell us much unless we know why they want to look that way' (Gutman, 1982). Specifically, this points towards the problem of identifying the value-level considerations of consumers. The underlying assumption is that consumers have different reasons to buy a certain product, in the case of clothing for instance, these include but are not limited to wanting to express sexual attractiveness, accomplishment or neatness (Gutman, 1982) While these general problems are not new to marketers, they are enhanced by rapid developments towards two opposing forces in the market place that create additional complexity: on the one hand, tendencies towards a global-consumer culture with similar demands, while at the same time some aspects call for a higher tendency to localize products and to tailor them around the needs for given cultural segments. Consumer research is undoubtedly one of the key elements in informing marketing strategy and a key factor in the battle for competitive advantage. In fact this is only heightened by a growing, globalizing competition in retailing and other sectors alike. Therefore, consumer research and the need for insightful research approaches has probably never been greater than at this point (Devlin, 2005). Marketing failures in the product design or in the positioning phase must be prevented at all costs, as ill-designed or positioned products can be the cause of tremendous financial and reputational losses, especially if the product is launched globally. Thus, of particular value to retailers would be a more sophisticated research approach that helps gain a deeper and more meaningful understanding of the dynamics of consumer's perceptual orientations and the heuristics that govern their store choice (Devlin, 2005). All in all, 'one of the central functions of marketing is to create [...] a psychological relationship between consumers and a product (Walker & Olson, 1991) and from this perspective, models should give the marketer an idea how the consumer perceives a product or a service. In this light, this essay will discuss the value of the so-called means-end chain approach to positioning products and new-product development, with a separate focus on the use of hierarchical-value map.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 9/10, Radboud Universiteit Nijmegen, course: Global Marketing, 17 entries in the bibliography, language: English, abstract: As Gutman points out in the introduction to his early article on consumer categorization processes, 'knowing that consumers want to look well dressed doesn't tell us much unless we know why they want to look that way' (Gutman, 1982). Specifically, this points towards the problem of identifying the value-level considerations of consumers. The underlying assumption is that consumers have different reasons to buy a certain product, in the case of clothing for instance, these include but are not limited to wanting to express sexual attractiveness, accomplishment or neatness (Gutman, 1982) While these general problems are not new to marketers, they are enhanced by rapid developments towards two opposing forces in the market place that create additional complexity: on the one hand, tendencies towards a global-consumer culture with similar demands, while at the same time some aspects call for a higher tendency to localize products and to tailor them around the needs for given cultural segments. Consumer research is undoubtedly one of the key elements in informing marketing strategy and a key factor in the battle for competitive advantage. In fact this is only heightened by a growing, globalizing competition in retailing and other sectors alike. Therefore, consumer research and the need for insightful research approaches has probably never been greater than at this point (Devlin, 2005). Marketing failures in the product design or in the positioning phase must be prevented at all costs, as ill-designed or positioned products can be the cause of tremendous financial and reputational losses, especially if the product is launched globally. Thus, of particular value to retailers would be a more sophisticated research approach that helps gain a deeper and more meaningful understanding of the dynamics of consumer's perceptual orientations and the heuristics that govern their store choice (Devlin, 2005). All in all, 'one of the central functions of marketing is to create [...] a psychological relationship between consumers and a product (Walker & Olson, 1991) and from this perspective, models should give the marketer an idea how the consumer perceives a product or a service. In this light, this essay will discuss the value of the so-called means-end chain approach to positioning products and new-product development, with a separate focus on the use of hierarchical-value map.

More books from GRIN Publishing

Cover of the book Measuring Volunteering in a Jesuit university in the Philippines by Jan-Christoph Kischkewitz
Cover of the book The Economics of European Integration - The Single Market Programme and its weaknesses by Jan-Christoph Kischkewitz
Cover of the book Political Parties in the USA - Realignment by Jan-Christoph Kischkewitz
Cover of the book Zamiatin's novel 'We' is a novel of ideas. It fails to move us on a human level. Discuss by Jan-Christoph Kischkewitz
Cover of the book Gender issues in the Pillow Book and the Essays in Idleness by Jan-Christoph Kischkewitz
Cover of the book Black&Decker Business Case Study by Jan-Christoph Kischkewitz
Cover of the book Fossil fuels in international energy policy: China's oil diplomacy in sub-Saharan Africa by Jan-Christoph Kischkewitz
Cover of the book Asian American male identity - A review of the syllabus from a perspective of male studies by Jan-Christoph Kischkewitz
Cover of the book 'Achieved Unity of Meanings' vs. 'A Galaxy of Signifiers' by Jan-Christoph Kischkewitz
Cover of the book A Letter to the Women of England by Jan-Christoph Kischkewitz
Cover of the book Stock repurchase and abnormal returns in den USA and Germany by Jan-Christoph Kischkewitz
Cover of the book Sustainable Supply Chain Management in the chocolate industry by Jan-Christoph Kischkewitz
Cover of the book Moral (Dis-)Engagement. How real life context can sensitize players of violent video games by Jan-Christoph Kischkewitz
Cover of the book Global Corporate Strategy - A Critical Analysis and Evaluation of Amazon.com by Jan-Christoph Kischkewitz
Cover of the book Landschaftsmalerei auf der Insel Rügen by Jan-Christoph Kischkewitz
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy