Marketing System: Brand Communities and Social Identity Theory

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Marketing System
Name:
Course
Professor’s name
University name
City, State
Date of submission

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Step 1
Literature review
Marketing strategy indicates a company’s approach to marketing. Many organizations seek to
become market driven where decisions are made based on marketing philosophy. The economic
model of marketing is based on the assumption that the buyer is rational and consistent in his
actions and actions (Armstrong, Kotler, Harker and Brennan, 2015). The main factors of the
economic model of marketing are: the level of income of the buyer, the price of the goods,
operating costs. The study of the basic provisions of marketing is based on such economic
phenomena as exchange, profit maximization, utility, specialization, rational behavior, economic
man. Marketing specialists use this fact when conducting branding. The brand name is often
perceived by consumers as the main indicator and guarantor of product quality. Unlike
economists in pricing, marketing focuses not on the costs of the enterprise, but on demand, the
price perception of goods by consumers.
According to the widespread in marketing psychological theory of motivation, which helps to
better understand the characteristics of people's buying behavior, the so-called "pyramid of
needs" of A. Maslow is used. According to this theory, human activity is based on diverse human
needs, which can be divided into five categories, arranged in a strict hierarchical structure: 1)
physiological needs; 2) the need for security and self-preservation; 3) social needs (in love,
affection and dependence); 4) the need to satisfy self-esteem; 5) the need for self-actualization

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(in the implementation of their capabilities and improvement, as well as in the growth of the
individual, his spiritual development) (Lantos, 2015).
According to Herzberg help marketing experts to better understand the nature of consumer
behavior of various categories of people, the influence of gender, age and other individual
characteristics on their behavior (Solomon, Dahl, White, Zaichkowsky and Polegato, 2014). The
choice of goods and services by consumers is influenced by psychological factors, among which
an important place is occupied by: motivation, perception, assimilation, persuasion and attitudes.
The marketing experts of a particular theoretical model of motivation lead to completely
different conclusions about consumer research and strategy building. Network theory is another
theory in marketing strategies that focuses on relationship building in business. This theory
describes the motives of interactions that lead to the relationship they create. Understanding
human behavior gives advantage for better connecting with the clients.
Step 2
link https://www.youtube.com/watch?v=XXv5wjfSmMM
time 2012
description This is an intiative started by Milo to create a
program where 5-10 years old children are
introduced into the game of cricket in Australia.
Relevant theory Social identity theory