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Essay / Research Paper Abstract
This 11 page paper looks at Adidas marketing, examining the approach that is adopting to marketing with reference to marketing theory and relevant campaigns. The paper goes on to assess how the marketing is aligned with the organizational strategy and structure. The bibliography cites 15 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEmarkadidas.rtf
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Unformatted sample text from the term paper:
where to buy it then it will not sell. In addition to this consumers need a reason to buy the product; an underlying motivation, such as a need or a
desire which the product can satisfy (Kotler and Keller, 2008). Marketing can be used to communicate the way that the product will
satisfy that need or desire (Hooley et al, 2007). When looking at the way Adidas have marketed themselves there have been common theme as well as changes and innovations.
By looking at the way the consumer makes a pour case certain aspects can be highlighted, these can then be considered in more detail with reference to relevant theory.
Bagozzi (1986)looks at the process of buying from the perspective of the consumer with the use of a hierarchy approach; the need for one stage to be traversed before the
next can be reached with different stages; the first is awareness. No consumer will buy a product that they are not aware
of. This may be in brand name or in generic terms, such as a new product where a market needs to be created. When looking at the way Adidas approaches
marketing there is a high level of reliance placed n the brand logo, this is seen in all marketing and is also used to create an image that is recognizable.
This is also used to influence the second stage. The second is knowledge, a consumer will gather information, this may be through
marketing and advertisements, but it may also be from label information and general perceptions and associations. Liking may be engendered though tools such as association marketing and also though the
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