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Nike Case Study Answers

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1a. Means-end chain is typically categorized by three components: attributes (what is the product), benefits (what does the product delivers to the consumers) and values (what does the product aid in consumers doing?).

In distinguishing the difference between the two Nike’s segments (sports and casual users), it is glaringly clear that each of the segments would have it completely the opposite ways. To the athletes, a shoe is a tool for them in achieving their goal and winning competitions. The athletes would be looking at the benefits that certain shoes would give them and have an edge over the other shoes. Better stability, better protection, better cushioning, etc. In turns these shoes would give them added value because with better stability would give better performance (more speed, etc), better protection would give them the assurance and avoidance of injury, better cushioning might give them the comfort that enables them to go the extra miles in achieving their goals.

However, to the casual users, these attributes, benefits and values might have completely different meanings. The attributes are likely to emulate their heroes or even just following some trends. The benefits are it gives them status, recognition and to fit in. The value that these shies give them is no more than self-esteem.

1b.

1c. Marketers should carefully analyze the customer-product relationship in each target segment and develop marketing and promotion strategies accordingly that is appealing and appropriate to each one of them.

Since the two segments are likely to be two very different types of personalities (athletes are generally a very different species than mall-crawler), it makes it especially hard for the marketers to target both segments at the same time. The two categories of consumers are very different in terms of their demographic, psychographic and…...

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