11.14 Principles of Marketing

1. Design affects marketing by influencing the interpretation of the marketing strategy. The design is used to display different marketing ideas. Design allows for brands and iconic design to take shape. It is also important for design to be viscerally appealing since consumers usually by items based on instinct purchases. The design of packaging is also very important for marketing. Packaging must be functional as well as appealing.

2. Although marketing could be considered an experience, it is a quick, usually subconscious experience. Experience is usually a conscious and longer lasting time experience. Marketing does discuss the augmented product level, which includes the experiences discussed by Kelly. The augmented product level includes things such as delivery, installation, warranty and any after sale services.

3. The brand of Kalamazoo College is made up a few different insignias. There is the Kalamazoo hornet mascot, the ‘K’ symbol and the ‘ZOO’ insignia. These three designs usually are applied on a variety of Kalamazoo apparel and accessories. The brand is displayed at a variety of locations across campus including the Biggby mugs and the ‘K’ above the entrance to Hick’s. The Kalamazoo brand is not very widespread, but is very popular within the campus and the city. There is not much of a market outside of Kalamazoo, so they don’t tend to advertise beyond the area. There apparel is available online so theoretically anyone could access the products. The ‘K’ brand has a wide variety of styles for the wide variety of students that come to Kalamazoo.