Applied Public Relations: Cases in Stakeholder Management

By Larry F. Lamb; Kathy Brittain McKee | Go to book overview

4
Stakeholders: Consumers

Think about your last trip to a shopping mall. You may have visited stores such as Abercrombie & Fitch, the Gap, or Victoria's Secret that have established brand strength for themselves. Inside other stores you may have sought certain brands of clothing or accessories—Nike, Levi's, Russell, Sony, Timex, or Fossil—and avoided others you don't like or don't recognize. You may have completed some purchases after extensive research and others on an impulse. Similar stories may be told of your latest car purchase or trip to a grocery store or pharmacy. When you visit your mailbox, you may find it crammed full of catalogs, and when you visit your electronic mailbox, it, too, may be filled with promotional messages from retailers whom you've visited or purchased from online.


THE CONTEMPORARY CONSUMER

Consumers—those who buy the products and goods or use the services businesses provide—are likely the most voluntary of all stakeholders. In the U. S. marketplace, consumers may be the most jaded of all stakeholders as well, constantly provided with a variety of options, constantly bombarded with messages and reminders of the merits, real or hyped, of the goods available. Conversely, sometimes they comprise the most loyal group of stakeholders—bound to certain brands by memories of in-home use from decades ago or allied because of features and benefits derived from brands they enjoy. They are the ones who remember slogans and jingles better than their multiplication tables, and they are the ones who willingly become walking billboards for the logos and brands emblazoned on hats, T-shirts, jackets, and bags they carry.

Consumer groups also reflect the rapid changes within national demography. Practitioners should remain knowledgeable about the growing racial and ethnic di-

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Applied Public Relations: Cases in Stakeholder Management
Table of contents

Table of contents

  • Title Page *
  • Contents v
  • List of Cases xi
  • Preface xiii
  • 1 - Public Relations: Maintaining Mutually Beneficial Systems of Stakeholder Relationships 1
  • 2 - Stakeholders: Employees 7
  • 3 - Stakeholders: Community 36
  • 4 - Stakeholders: Consumers 61
  • 5 - Stakeholders: Media 88
  • 6 - Stakeholders: Investors 118
  • 7 - Stakeholders: Members and Volunteers 141
  • 8 - Stakeholders: Governments and Regulators 168
  • 9 - Stakeholders: Activists 192
  • 10 - Stakeholders: Global Citizens 222
  • Index 253
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