Contemporary consumers are faced with many different choice options when they want to consume music. For example, as witnessed by the following website, Amazon sells both CDs, vinyl records, music downloads, and music streaming: https://www.amazon.co.uk/music? ie=UTF8&ref_=topnav_storetab_dmusicand.
Other options for music consumption include radio-stations, concerts, etc.
Task 1:
• a) In his seminal article about Marketing Myopia, Levitt1 states the following: “An industry begins with the customer and his needs, not with a patent, a raw material, or a selling skill.” Please explain what Levitt means by this and discuss if and how it applies to the music consumption industry.
• b) Choose at least three different options for music consumption (e.g., listening to CDs versus listening to streamed music) and explain which needs they might serve for different types of consumers.
Task 2:
Based on your answers to task 1 and the course materials, discuss which type of decision-making process two different types of consumers might engage in when deciding when, where, and how to purchase music-related products or services2.
In your answer, please apply at least the following concepts: High/low involvement decision- making and classic/loyalty consumer journey.
Further, include at least two other concepts and/or models from the course materials in your discussion3.
In your answer, please give specific examples of the decision-making behaviour that the two types of consumers engage in when deciding between different music consumption options. Also, make sure to describe the two types of consumers in relevant terms before discussing their decision- making process.
1 Levitt, Theodore (1960). Marketing Myopia. Harvard Business Review, Jul/Aug60, Vol. 38 Issue 4, p.55.
2 In your answer, please assume that the consumer has access to the technology required to access music, e.g., smartphone & internet for streaming, radio for radio-listening, CD player for CD records, etc.
3 Please state explicitly which additional concepts and/or models you include in your discussion.
Task 3:
Based on your knowledge about the cultural movement of meaning of consumer goods4 please answer the following questions:
o What relevant consumption rituals related to music consumption can you identify? o Why would consumers engage in ritual behaviour in this context?
o Based on your analysis of these questions, what do you deem the most important
implications for marketers of music-related products or services?
4 See your textbook and McCracken, Grant (1986). Culture and consumption. Journal of Consumer Research, 13 (June), pp. 71-84.
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