Question one
The customers need shoes. They want the converse shoes. The customers demand shoes that can fully satisfy their needs.
Converse customers need shoes for various reasons including safety, sporting, and as part of their clothing. Shoe is a basic need and everyone needs shoes. The Converse customers however want the Converse shoes. The Converse shoes are affordable, simple, and have classic look, and this is what the customers want. Customers normally demand what can fully satisfy their needs; and Converse shoes do exactly that. For every purchase, the customer demands value for his/her money. The product should meet the needs of the buyer. Also, most Converse customers are anti-establishment and are tired of the trendy fashions. These customers demand shoes for personal expression; they adopt the Converse shoes as a counter-culture icon.
Question two
The marketing management concept that best applies to Converse is product concept. The core of this concept is to develop products that are cheap but still meet the needs of the customers. In most cases, customers do not buy a product if the same product can be obtained elsewhere at lower rates. The Converse shoes are affordable, simple, and have great quality features.
Question three
The “Stand-back” approach is beneficial in that it helps in maintaining a valuable customer-brand relationship. This approach provides a meaningful customer experience and the company is able to maintain its customers and the authenticity of its original All Stars.
However, the company is not able to develop competitive advantage and compete with its peers effectively. This approach makes the company resistant to change and hinders its progress.
Second Answers
Question 1
Converse customers need shoes for such reasons as protection and safety. The customers want shoes that are affordable, simple and classy; and all these they find in Converse shoes. They demand that their needs get satisfied by the products they buy. The customers demand value for their money.
Question 2
Product concept best applies to the marketing management concept of Converse. This concept requires that the company develops quality and affordable products that meet the needs of the customers.
Question 3
The “Stand-back” approach enables the company to build and maintain a valuable customer-brand relationship, thus maintaining its customers.
The disadvantage is that the company is resistant to change and fails to develop competitive advantage. It fails to attract new customers.
