* Once your purchase is processed by paypal you will be redirected back to this page and you'll have the option to download the paper. We'll also send the paper to your paypal email address as proof of purchase.Download Paper
Marketing for Luxury products, follows the opposite rules of Marketing. THE paper should be about: "Pick any anti-law of marketing (except anti law #1, about "FORGETTING ABOUT POSITIONING". Do you agree/disagree with this anti-law? Illustrate your answer with a relevant example."
‘Do Not Pander To Customer’s Wishes’ Law Antilaws Of Marketing
Length: 4 pages (1317 Words)
‘Do not pander to Customer’s Wishes’ Law
The anti-law of marketing that suggest that luxury companies should never gratify the wishes of a customer is true in every sense. I agree to the fact that luxury items should follow their own path of luxury in its marketing strategy. Classical marketing laws and theories state that companies and brands should listen to the wishes of the customers and build products that fulfil their tastes and preferences (Kapferer, 2012). The art of being customer oriented is the mark of every perceived well-managed traditional company where the voice of a customer is analysed and summarized to ensure a consistent flow of customers and sale of products. In contrast, luxury products and brands are driven by its creator and focus on the long-term aspirations of the company rather than the short term goals of profit making and building customer relationships (Kapferer & Bastien, 2009). The reason is luxury items make non-necessities desirable to the people in the world. Therefore, luxury products sell promotion emotions of pleasure, self-elevation and recognition other than the traditional prevention emotions of discomfort, absence of problem and risk reduction (Kapferer, 1998). This ensures that luxury products lead to excitement, delight and thrill for those who own the products. Many brands in the luxury sector have utilised this laws to great success.