California Cheap Skates is a leading company that directly markets to teen boys, with a 15-year history on selling skateboards, apparel, snowboards, and active wear through an on-line and off-line catalog. This paper will include information on California Cheap Skate's marketing and advertising through their on-line and off-line effort.
The marketing concept requires more than being able to meet customer needs, but requires meeting them better than competitors. The basic goal of marketing is therefore to develop a competitive advantage and to create customer value by maintaining focus on the customer. Due to the changing market environment, it is necessary to adjust the marketing strategy accordingly. Customers choose the supplier that offers the best value. If a company does not have a competitive advantage it will lose market share and therefore have to cut prices in order to retain the market share. marketing concept requires more than being able to meet customer needs, but requires meeting them better than competitors.
Lux Print ads - Early 20s
Rosa Arteaga and Ryan Sheckler 2008.
Rodney Mullen, 1988The basic goal of marketing is therefore to develop a competitive advantage and to create customer value by maintaining focus on the customer. Due to the changing market environment, it is necessary to adjust the marketing strategy accordingly. Customers choose the supplier that offers the best value. If a company does not have a competitive advantage it will lose market share and therefore have to cut prices in order to retain the market share.
Advertising
A business has to understand consumer behavior; advertise and target the right group of consumers. One definition of advertising is "the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media," (Taflinger, 1996).
Advertisement is a very important part of marketing for a business. Several methods can be applied. For example,