MKT 301 MOD 2 CA Essay Example | Topics and Well Written Essays - 1250 words

MKT 301 MOD 2 CA - Essay Example Marketers position their brands in a distinct manner to ensure that the target consumers find a reason to purchase their products in preference to others. In position, a marketer identifies a target market for a product or service through the strategies of price, promotion, place and packaging (Cooper 25). Through constant use of a certain product brand, consumers develop relationships with the brand and it becomes a part of them. This paper examines the relationship consumers have with Hunt’s tinned tomatoes and Dr. Coldfinger’s medical services. It also determines if people have relationships with all brands and distribution of brands. Fournier argues that consumers have relationships with the brands they use. Fournier asserts that for consumers to have a relationship with brands, there must be some interdependence between the two. The characteristic of interdependence is enhanced to the scope that brands are humanized, personalized and somewhat animated (Fournier 344). In addition, just like the way relationships between people reflect common features between the two participants, brand relationships also do the same. Moreover, Fournier compares particular types of human relationships with brand relationships that are similar. The aspect of a brand as a relationship partner broadens the understanding of brands beyond the concepts of loyalty, brand satisfaction, brand personality and brand attitude. The objective of analyzing these concepts is to consider brands as contributing partners to the customer in the dyadic relationship. Fournier argues that brands can and often do serve as feasible relationships partners . The relationships between consumers and brands involve mutual exchange between interdependent partners and it is purposive in providing meaning to the people involved (Fournier 350). In addition, this relationship provides a variety of potential benefits to participants and with time, these interactions change according to fluctuations in the