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Marketing Research of DC Shoes

Marketing Research of DC Shoes

Discuss Marketing Research of DC Shoes within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; DC Shoes is an American company that specializes in footwear for extreme sports, skateboarding, snowboarding as well as snowboards, shirts, ...



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Marketing Research of DC Shoes
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Netra Shetty
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Marketing Research of DC Shoes - April 1st, 2011

DC Shoes is an American company that specializes in footwear for extreme sports, skateboarding, snowboarding as well as snowboards, shirts, jeans, hats, and jackets. The company was founded in 1993 by Ken Block and Damon Way, and is based in Vista, California.[1] DC originally stood for "Droors Clothing", but since the sale of Droors Clothing (which is now defunct), DC no longer has ties to Droors and is simply DC Shoes.
On March 9, 2004, DC Shoes was acquired by Quiksilver in a $87 Million USD transaction.[2]
DC sponsors snowboarders, BMX riders, skateboarders, and more. The current skate team includes Danny Way, Josh Kalis, Nick Dompierre, Rob Dyrdek, Dorien Walker, Colin McKay, Peter Rodney, Enrique Munoz, Chris Cole, Matt Miller, Chaz Ortiz, Felipe Gustavo, Wes Kremer, Marquise Henry, and Evan Smith.
In fall of 2010, DC Shoes launched their DC LIFE collection, a collection of fashion, music and art-inspired footwear. They held a launch party for the DC LIFE collection at the REVOLVE Clothing boutique in West Hollywood, CA.

ny's strategic direction and those who have responsible for inter-relationships in marketing. The fact that there is a need to come together to ensure IMC succeeds can cause difficulties. There can be consequences when managers who should and could have recognized the meaning and impact of changing market conditions failed to do so (Holm, 2006).

Strategically, marketers were to adopt the designated integrated approach and received outcomes in terms of communicability, understanding and know actual behaviours would be significantly enhanced rather than in continuing to use older and presumably less integrated approaches (Kitchen and de Pelsmacker, 2004). There the IMC assures better market as to what IMC does best involving timeless concept with innovative name. Meanwhile, marketing communication terminology is subject to confusing variations (Pickton and Broderick, 2001), the concept of integration has not yet been fully operationalised (de Pelsmacker et al., 2001). However, there criticisms that IMC research are overly dependent on advertising practitioner perceptions do not carry much weight as alternative studies with narrowly focused public relations and empiricist stance (Cornelissen and Lock, 2000) have been challenged (Gould, 2000; Schultz and Kitchen, 2000). There is much that still needs to be done to deepen understanding of IMC and integrating knowledge from multiple sources using of research approaches, be adopted (Phelps et al., 1996, p. 219). Marketers seem to be lethargic when it comes to change requiring investment and actual change in their approach to marketing communications. Indeed debate regarding what marketing communication can be expected to achieve has rumbled for decades (Ambler, 2000) amid growing recognition in mature markets particularly from some competitors rather than strongly persuasive.

Electronic Marketing

E-marketing strategies entail utilizing existing and emerging communication and data networks to impart personalized and uninterrupted communication between the firm and its customers and to provide value above traditional networks (Watson et al., 2002). The opportunities of e-marketing are large as papers in this special issue will attest. However, in order to understand the opportunities and issues faced by electronic marketing we examine the evolution of marketing practice. In the agricultural era and, recently, even in developing countries, consumers and businesses bought products close to their physical location and had them adapted toward their needs. In this structure, most marketing transactions were initiated by the customer and adapted to her/his specific needs. Production was typically initiated after receiving the customer order, and specialization was at a local level. Marketing had become more organization initiated as products were first manufactured and then marketed (Sheth et al., 2000).

E-marketing creates a fundamental shift in business and consumer behaviors similar to that associated with the introduction of automobiles and telephones that reduced the need for channel immediacy. E-marketing uses the internet as a platform that allows firms to adapt to the needs of customers, reduces transaction costs, and allows customers to move from time- and location-based behaviors towards certain behaviors (Watson et al., 2002). The implications of the international e-marketing strategies on the theory and practice of marketing, from the marketers' perspective and then from the customers' perspectives. The potential of the channel for completing transactions, it is clear that there are many marketing functions with which the Internet can assist and help to establish competitive advantage (Robins, 2000). Indeed, Whiteley (2000) suggests that because the Internet is interactive, it can assist within the trade cycle and those implementing electronic commerce do not appear to have changed their thinking from wishing to gain competitive advantage to achieving operational benefits from more efficient operations (Graham et al., 1996). For example, some companies have been criticized for apparently thinking that all Internet shoppers are the same, instead of realizing that there are many reasons why customer may visit a site (Stell and Paden, 2002) trusting the provider sufficiently to enter into transaction is paramount and communicating trustworthiness remain good challenge (Chadwick, 2001). Although electronic market can embrace the execution of business transactions using any electronic media, generally the literature refers only to Internet or web marketing. If mobile telephones and digital TV are to be used as tools with which to access the Internet, then “Internet marketing” is not strictly correct and electronic marketing is more appropriate, there is e-commerce (Pandya and Arenyeka-Diamond, 2002) upon examining individual customer behaviours, and relationship-building. Some have gone as far as suggesting that there is marketing paradigm for electronic market and business ways (Hoffman and Novak, 1997).

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