Week 5 (Extended in full)- Consumer decision making & business marketing (Chapt. 6) / Global vision (Chapt. 5)

Consumer Decision Making- To extend on Adidas and consumer decision making, Adidas knows the behavior of their target market which is people who are constantly on the move, active and are very high paced in every day life wether it be on the court, field, track or anywhere but always involved in high impact, physical competition. Adidas attacks the "need recognition" phase by creating the image that they do the highest and most intense training and athletic testing and planting the seed in the consumers mind that they are the most knowlegeable of athletes and the things they "need" so with this adidas is able to self generate needs for the consumer and give the solution as well which creates a "want". As far as information search adidas due to adidas having high numbers in customer loyalty alot of their consumers don't do the reasearch because they know adidas has the best quality and knows athletes the best. Usually when people look at alternatives they know that adidas adidas stands out with quality higher than the others. Adidas definitely takes care of the consumer and makes many attractive offers not giving the consumer a chance to say no. When the consumer makes the decision to purchase the item(s), adidas throws in many extra insentives to keep the consumer by throwing in many extra small items and discounts.

Business marketing- Adidas doesn't market to only build consumer loyalty or just sales but they market to genuinely help "the future athlete". They have sponsorships to many high school, college and is now the leading official jersey maker for the nba, so they are exceeding many of their expectations that they might have ahd 10 years ago. This also boosts brand awarness and customer acquisition. As for as customer retention adidas does a great job maintaining exposure in the public eye and creating quality products and letting the customer feel that since they are working for you that you are working for them, advancing the products, doing your own research and spending your own money being there for the consumer.