Mkt/301 Principles Of Marketing Essay

Trident University
Luis Rodriguez
Module 2 Case Assignment
MKT 301 Principles of Marketing
Dr. Thomas Klein
1 November 14
1. Explain what Fournier means by "having a relationship" with a brand.
2. Using two brands chosen from the categories below, explain whether or not you believe that customers have relationships with those brands. The categories for this case assignment will be: automobiles and fast food restaurants.
3. Expand your thinking and explain whether, based on Fournier 's paper, your own experience and your knowledge of other people, customers have relationships with all brands.
Susan Fournier’s theory states that certain brands are inclined to have relationships with their consumers just the same as if it were two
All but one answered that they did but the reasoning were all different. For instance, one male co-worker stated that is all about how good he looked in a car. That design was the ultimate factor. “I am one with the car if it can get me undivided attention” (Sullivan, Jeffery personal communication dated October 31st. 2014). Another co-worker said “My history with the brand will never get me to look elsewhere”. A Toyota enthusiast because he never ran into serious problems with any of his previous models (Calles, Kalani personal communication dated October 31st. 2014). “It’s all about maintenance and the economy” said one co-worker. She goes on to say “that hybrid technology is both good for the wallet and greatly contributes to the reduction of greenhouse gases” (Coble, Roxanna personal communication dated November 3rd. 2014). Finally, the last co-worker interviewed stated that convenience has always been his deciding factor. An advocate for the great doors, he goes on to say “Nothing like a getting a few tags of deer and needing only one trip to the house”. He also mentions that without his pick-up truck preferences, there wouldn’t be anyone in the shop to help out those in need of moving furniture or a large appliance. “It’s only a matter of time when someone needs my services (laughing)” (Wadkins, Richard personal communication dated November
You have several options for fast food restaurants at pretty much every corner and price is significantly different when compared to automobiles. Yet, there is has been some form or brand-partner relationship. In a recent study by Brand keys research firm, Subway took top honors in consumer loyalty because of its one of the few places that allows you customize your order right in front of your very eyes "This Surprising Fast Food Chain Is Tops in Customer Loyalty, 2014).
When this study was being conducted it was difficult not to be introspective. If all responses were the same, then perhaps the anecdotal evidence will be seldom and too far in between. But by having different reasoning, thoughts of introspection was overwhelming because I could personally recollect when it was the total opposite. For example when my co-worker stated that design and performance was his deciding factor, I remember when high performance meant high maintenance. Then there was the Toyota enthusiast, who forgot to mention the recent recalls of that