Principles of Marketing Essay

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Principles of Marketing The Marketing Mix 1: Products, Brands & Their Distribution Question 1: Explain what Fournier means by “having a relationship” with a brand. Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there must be some kind of interdependence between the product and the partner. The interdependence with the brand may be emotionally, economically, Robert B. Hinde (1979) best defines this interdependence relationship; For a relationship to truly exist, interdependence between partners must be evident:…show more content…
The two brands I have chosen from the product categories are a dentist and auto repair. Let’s first look at the dentist and try and decipher if a customer could have a relationship with this provided service. When you visit the dentist you can pretty much say that it becomes a personal experience. When you allow someone to open your mouth and stick sharp objects in it, you must or have developed some kind of relationship with that individual. That relationship may have been established over time through quality service or you have visited this dentist as a kid. How does this apply to someone who visits this dentist for the first time? A bond of trustworthiness must be initially established by a first time customer to complete the dyad. When dealing in a human to human interaction, and especially with a medical procedure being accomplished, relationships are essential. Both parties in this dyad are essentially providing a service to each other which clearly establishes a formed relationship with this service or individual brand. When trying to define a relationship with an auto repair service brand I believe that there is also a clear relationship in this matter also. Trustworthiness is also a major factor in this relationship, who would want to take their automobile to an auto repair service that they do not

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