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Ab299 Marketing Unit 3 Essay

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The Ultimate Gift
MARKETING AB219-02 Unit 3
Prof. Robin Argo
Brent Malone
June 26, 2012

The company I chose is SpeakSake, a handcrafted audio keepsake enclosed in a beautiful & unique handmade box. The first SpeakSake was invented by Jim Konczyk as a birthday gift for his girlfriend Ingrid. Ingrid was being treated for an illness so Jim decided to make her a special gift. He decided to record voice messages telling Ingrid “Happy Birthday” from her family and friends. He had everyone call in with all types of personal attachment they may have with Ingrid and recorded their verbal comments. He utilized his degree in audio engineering and edited the messages together with effects and music to create an audio surprise party.

The types of buyers of this product are families and people who choose products appropriate to their roles or status. Families are the number one most important consumer buying organization in society. Family members can persuade other family members to purchase a product. This product is so unique in a way that it does make the perfect gift for family, friends, and loved ones. This product allows you to have everyone present without having him or her there physically, plus it allows the receiver to personalize it internally. It only takes one family member to purchase a product that produced a great result for another family member to follow suit. The other type of buyer of the product is a person that chooses their products based on their roles or status. These buyers are members of clubs, churches, and other organizations that have influence on others within the same unit.

Buyers have factors that influence their buying decision; in this case, personality would affect purchasing this product. If you don’t have a flexible personality one might hold back from this purchase, because product is created around originality and one being themselves it also promotes having an outgoing attitude towards the person receiving...

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