Human Experience by J.F. Rayport, Discuss Experience Spheres

Business
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Business
1. In Advertising's New Medium: Human Experience by J.F. Rayport, he discusses the four spheres of human experience (The Public Sphere, The Social Sphere, The Tribal Sphere, and the Psychological Sphere) as a way of better structuring advertising to reach your target market. Discuss the implications of each of these spheres and how they would affect a company like Starbucks or Apple. Provide qualitative data that supports your response.
The human experience is an approach that can be used to better focus the marketing ventures and efforts. There are four spheres to the human experiences that is public, social, tribal and psychological. When evaluating Apple against the public sphere, the company will have to position the adverts in a place where the potential customers will interact with them in their downtime such as office tower elevators at the gas station among others. In the social sphere, the company would have to come up with a catchy phrase or video that can be passed along on social media and other social circles (Rayport, 2013). In the tribal sphere, the company will rely on the loyalty of the brand, while psychological sphere relates to using word and phrases that are themed, such as, Think Different.
2. What type of psychological research has contributed to the field of consumer behavior in respect of marketing? Select a company that you are familiar with and apply at least one of these concepts in your response. Provide qualitative data that supports your response
One of the concepts that companies focus on are the consumer interests when they are positioning their product in the market. Different customers will have different interests and thus will want different products that are offered in the market (Mulvey, 2012). For a company like Apple, it is much easier for them sell a new gadget to persons that are interested in technology and consumer electronics than they would a person that is not interested in trends within the consumer electronics.
3.Discuss how companies differentiate and position their products for maximum competitive advantage. Next, select an industry you are familiar with and at least five companies in this industry. Next, create a two dimensional positioning map that shows consumer perceptions of the five competing companies/brands on important buying dimensions.
Every other company has to bring to the market what they feel will best represent the customers’ interests. This means that they have to establish the customer needs and preferences before they can bring a product to the market. In light of the competitive advantage, this calls for the company to establish a unique selling point that will stand out of the rest of the companies in the industry. Some of the companies in the consumer electronics industry include, Apple, Samsung, Huawei, LG and Sony (Business Wire, 2016).
8858251671955
2686050167005Classy, expensive
Apple, Samsung
Sony
Conservative older customer exiting young consumer
LG
Huawei
Practical, low priced
4. Define market segmentation. What are the ideal business conditions for market segmentation to be imp...