Doorguard Case Study (2)

1. What consumer needs and wants does DoorGuard satisfy?

DoorGuard meet the desires or needs of their consumers by protecting and preventing the consumer cars' side from the damage caused by another car when parking. DoorGuard's main job is to absorb the impact of the other car and because of that it mostly attract 'buyers who are conscious about protecting them from car dents caused by other cars' car door. In addition, it is lightweight and thin that can make it easy to use and store. And because of the anti-theft system that provides a comfortable feeling for the user that their car as well as the product will remain safe and secure. It has a very stylish touch as it can come with multi-color and different prints to satisfy the most demanding customers. Some other features are that it is water proof, can be exposed to sunlight and has high tear resistance characteristics that makes it cost effective and gives a feeling of satisfying owners' that they invest their money in a product that is really worth buying. And finally the price is considered reasonable because it cannot be compared to similar products on the market.

2. Which of the marketing management philosophies discussed in the text is Steven Harris following?

Steven's marketing philosophies are the Product Concept where he focused on developing an innovative product which has high quality and performance and by using the concept of MARKETING; where consumers prefer to get the benefits of the product itself that essentially meet their needs.