Houston Community College System Do Affluents Just Want to be Served Discussion – Description
Do Affluents Just Want to be Served?
In the chapter 10 video lecture you saw a print advertisement for a very exclusive Cruise Line. Rather than featuring the countless amenities and the spectacular food that MUST be available, the ad prominently features a maid making-up a bed in one of their cabins. Here you can see that ad and other promotional images from that cruise line:
PART ONE
Are these promotional images just further proof that the truly wealthy just want to be served by others?
Let’s not over-react here, OK!? Of course I don’t really mean affluents only care about being served by others, but I am asking if this advertisement is one indication they may have a disproportionate preoccupation with being served – relative to other socio-economic classes.
Do you agree or disagree? Explain your answer.
PART TWO
Also, if we can assume that wealthy individuals really do care more about being served by others than they do about other expensive market offerings, how do you suppose other marketers of exclusive tangible products (where a “service” component is not clear) can exploit this knowledge when targeting this consumer group?
NOTE – INSTRUCTIONS:
The argument is NOT that “only the wealthy want to be served by others” (that would be ridiculous, wouldn’t it?). The argument is that maybe the very wealthy care more about being served by others than they do about other product or service attributes which lower-income consumers care more about.
DO NOT just confirm/tell me affluents like to be served – all social classes like being served, that is not the question. The question is do affluents like to be served a) more than other atributes/features and b) more than lower social classes. Do these ads support this idea, YES or NO?
If you agree that these ads seem to support the very wealthy care more about being served, DO NOT try to explain why that may be the case. You do not have to make excuses or justify this preference of the very welathy.- students usually get themselves in trouble when they try to do this (they make inaccurate, contradictory, unsubstantiated statements).
Also, consider that this cruise line COULD have featured pictures of many other amenities and activities but they CHOSE instead to feature a maid making a bed…in other words, the choice was not accidental. There has to be a very good reason why Crystal Cruise Lines uses these promotional images instead of the types of images most other cruise lines use.
Although it may sound like I am asking for your opinion, a good understanding of the textbook concepts and marketing in general should lead you to only one conclusion – Unless you are willing to argue this cruise line doesn’t know what they are doing! (Don’t do that…)
IOW, there is only one right answer here…
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