Shoe unique-different from similar shoe from competitor
Consider the different buying situations and the resulting needs of a corporate buyer for Foot Locker compared with the athletic equipment buyer for a major university. Each of these buyers is looking to purchase athletic shoes, but their buying needs are very different. Create two examples for each type of buyer and each of the 5 types of needs: Functional, Situational, Social, Psychological, and Knowledge. You may use a total of 3 examples from class on 9/15, but please polish them up! Keep your focus on the need, rather than on the brand, specific university, etc. Below I have provided one example for each of the 5 types of needs. Your examples should be similar, but, you may not use any of these examples.
Functional (University) – Ability to purchase size and fit specifications for each team member.
Situational (Foot Locker) – Ability to supply stores in certain geographic regions with weather appropriate shoes on short notice.
Social (University) – Need for shoe company to be willing to make a product similar for university fans.
Psychological (Foot Locker) – Need for a well-known brand name to reduce consumer uncertainty.
Knowledge (Foot Locker) – How is this shoe unique/different from a similar shoe from a competitor?
