HL2 MARKETING THEORY SOCIAL MARKETING & ASSET LED MARKETING IB BUSINESS & MANAGEMENT A COURSE COMPANION (p )

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.