Chapter 7 : Business Marketing

Jordan Brand has been in the business for 27 years marketing its product all around the world. Everyday there are being sneaker purchases made. Since the start of the internet the business has gone up because not only can you purchase Jordan brand in the states, but people world wide can make the purchase by logging on to jordanbrand.com or nikestore.com. Online readers can react when they read about a new release of a sneaker, or the bringing back of a retro. Internet marketing contributes big in the Jordan community because they are able to see which new customer they can attract and which customer they can get to re-purchase. There are over hundreds of sneaker websites exposing Jordan sneakers and their release dates. Consumers are now more aware of what they are going to purchase and can see images of proto types or final products. Customers make the decisions of what they want to call the sneaker product, either business or consumer. A person can simply purchase the shoe as a collection of what they like, or as a business product using it for the purpose of basketball. Relationship marketing is growing more for Jordan brand because they have more ways to advertise for example twitter,Facebook and other social networks. They are able to maintain a balance with customers and answer their questions directly. Jordan also focuses on location of the buyer by seeing where the products have been sold the most. This way when a new hot sneaker releases they can ship out more shoes to specific places. With the increase business to business electronic commerce Jordan brand grows more, because customers are aware of where to make a purchase. This is what makes them successful in marketing.

Chapter 8 Segment and targeting market

Market means different things to different people. In the book Market is described as people or organizations with needs or wants and the ability and willingness to buy. Who are the people willing to buy from the Jordan brand.The marketing segment Jordan brand focuses on is basketball players and fans. Growing up and seeing Michael Jordan play, everyone wanted to be like Mike. Leading the bulls to consecutive championships they we're the dream team in the nba. People wonder how did Michael Jordan do everything on the court, well like in his commercial with spike lee. "It's gotta be the shoes". The importance of market segmentation to Jordan brand helps them focus more in what the consumer wants. It is bringing back an original shoe for the customer or making a new shoe that it comfortable and sleek for a players performance. Jordan brand targets from the age of 13-30 people who love basketball or like the style of the shoe. The success of a company's of a company's segmentation is based on 3 reasons depending how well Jordan identifys it's customers, designs and develops a shoe, and meet the consumers wants while also meeting the customers. Jordan brand does it so well by providing a shoe based on what the consumer wants, making it to perform well and last, while making their quota. Company characteristics the company brings is making the shoe available. Jordan brand is carried in most sneaker stores world wide like footlocker, house of hoops, footaction, niketown and mom and pop shops. The brand makes it so easy for its consumer to purchase and get its wants. The target market of Jordan brand is basketball players and fans. These are the group of people who will purchase the shoe and be satisfied with what they get. The way they are attracted is by Jordan brand brings back an original shoe,something that the consumer has wanted but couldn't get because of how rare the sneaker is. Where ever you go to purchase a sneaker brand, you can find a Jordan brand shoe.