HL2 MARKETING THEORY SOCIAL MARKETING &

ASSET LED MARKETING

IB BUSINESS & MANAGEMENTA 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.

• 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.

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.

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.