What marketing philosophy does Calvin Klein use in his perfume ads?

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pohnpei397 | College Teacher | (Level 3) Distinguished Educator

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I would say that Calvin Klein scent ads generally make use of the selling philosophy.

In the selling philosophy, the firm is focused on creating demand for the product that it already has.  It does not worry so much about figuring out what the customer wants and tailoring its product to those desires.  Instead, it takes the product that it has and sets out to make more people want that product.  Calvin Klein ads are meant to do this.  They are trying to convey the idea that using the scent will bring romance to the consumer's life.

Of course, if you only look at advertisements, you will tend to see the selling philosophy since ads do not show the process of product development.  They do not show whether the firm went out and did market research to figure out what their potential customers wanted.  However, it was the ads that you asked about, and they certainly reflect the selling philosophy more than any other.

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