LeBron James’ endorsement of Samsung essay

Part 1

          LeBron James’ endorsement of Samsung would be a new smartphone encouraged me to try and buy one. The decision was driven rather by emotions than by my reasonable concerns. I just did not want to waste much time studying the features smartphones could offer me at the moment. This is why I just relied on the choice of the celebrity and expected to have a good smartphone. At the same time, now I realize that it was sheer marketing that had nothing to do with the actual features of the smartphone from Samsung. The celebrity endorsement of the Samsung smartphone just made me confident in the sufficient quality of the product to meet my needs, especially taking into consideration that I did not care much about all those features of the smartphone but I needed just a reliable and functional smartphone, while the celebrity endorsement just served as a guide for me.

Part 2

          I purchase products that I need in my regular life, including food products, drinks, clothing, and so on. I do shopping in the store located close to the place of my dwelling and this is the determinant factor for my choice because I do not want to waste much time on the search of a shop since overall I will buy the same products in whatever shop I choose. This is why I simply go to the store next door, but what I need at the moment and that is it.

          At the same time, the store selling products attempt to apply the 4Ps. For example, the store conducts flexible pricing policies to meet the buying power of customers. From time to time, the store changes the assortment of goods to introduce new products to attract customers. Products are oriented toward local customers and do not need much promotion because customers recognize those products and brands which they buy.

References:

Nocera, J. (2016. In Sneaker Wars, It’s Also Curry (Under Armour) vs. James (Nike), The New York Times.