Influences Affecting Consumers - Evaluating Basic Marketing Techniques - Essay Example

Influences Affecting Consumers - Evaluating Basic Marketing Techniques Application ical conditioning in advertisements In the daily routine,classical conditioning is an automatic process that happens due to repetition or reinforcement. The marketing implications of the theory can be explained through two key elements such as the stimulus generalization and stimulus discrimination. The stimulus discrimination refers to the ability of the individuals to differentiate one stimulus from the others.

This is used by the brands mainly to distinguish themselves from the other brands and position them as unique brand. One such example could be any advertisement related to the James Bond Franchisee. The marketers use the trade mark James bond theme so that the people can actually identify the ads from the theme music itself. Stimulus generalization refers to the ability of the individuals to generalize the stimuli. This is mainly used by the smaller brands that mainly deal with “me too” products.

This helps the marketers of the smaller brands to create association with the major brands leading to brand recall and awareness (Brown, 2009).Opportunities for Co-Branding with ExamplesCo-branding is being used by the marketers increasingly now days to develop awareness and stimulate sales. At the most basic level the businesses used this approach to suggest enhancement of the present product lines and on a more complex and sophisticated level co-branding also used to create and position a launch a new product.

One of the prime examples could be Adidas and Polar Electro. Both Adidas and Polar Electro created project fusion that integrates heart rate, distance and speed monitoring product into the sports apparel. Apple and Nike developed Sports kit which is a wireless system that allows shows to talk to an iPod.Opportunities of Brand Extension with ExamplesOne of the most important changes in the world of marketing has been the proliferation of the brand extensions. Managers mainly use brand extension under the assumption that the brand association such as the quality, ability, status and reliability would affect the extension.

One of the major advantages of brand extension is the reduction of new product launch. By launching a new product under the brand name of an established brand helps the marketers as the product due to the established brand name would already have high degree of association. One of the major examples of brand extension is of Bisleri. Originally Bisleri used to be delivered in one little bottle, but recently Bisleri has shown a wave of innovations through extensions. The brand launched bottles of different sized and quantities.

The Bisleri product portfolio includes one liter, one point two liter and five liter bottles. The example above shows how Bisleri was able to add new product by using the concept of product line variation and brand extension. In this way the company was able to launch new products but under the name of an established brand. It not only helped the company to gain brand association quickly but also saved time and cost of the extensive marketing and communications activity if the company had gone for individual branding (Kolb, 2008).

References Brown, L. (2009). Marketing and Distribution Research. US: Ronald Press Company. Kolb, B. (2008). Marketing Research: A Practical Approach. UK: Sage.