Principles of Marketing

1. According to the authors, design heavily influences marketing. It shows marketing ideas and influences how the marketing is interpreted by consumers. Design must be aesthetically and viscerally appealing to the customers, because it is what catches the buyers' attention and leads to impulse purchases. In addition to being appealing, the packaging of a product also lends to the marketing strategy. It must be functional for the product.

2. Marketing, although surely an experience, is usually handled and taken in without thought. Marketing incorporates delivery, installation, warranty, and after sale services, which together form the augmented product level, including experiences that Kelly discusses in the "Experience Architect" article. Experience, however, is usually a conscious event, whereas marketing is subconsciously picked up by the consumer.

3. Kalamazoo College has a strong brand following within the campus community and surrounding city of Kalamazoo. However, beyond the city and college, there is not a large following. Apparel and products are branded with three things: the K, the hornet mascot, and Zoo. These appear on different products, and can be accessed online through the online store worldwide. The K appears on campus above the entrance to Hick's Student Center, and the other brandings can be seen campuswide on items and products carried by the various types of students at K.