Product concept is of course the product itself. We already know from our early definition of marketing that we are not only in the business of selling products but in the business of satisfying customers needs and wants. As for Air Jordans some consumers want to buy the sneakers because they just like the style and the color. Or sometimes because people around them buy them. Some customers buy it because they actually need it to play basketball they like the feel of the sneaker and if its comfortable. The Air Jordan sneaker is very comfortable but most people rarely use it to play basketball and just use it to go to school. The sneakers always comes in a black sneaker box so customers know its Air Jordans and not any other sneaker. The sneakers are sold almost everywhere anybody goes. So the Air Jordan sneaker just doesn't mean playing basketball but for some people it means style how you wear them and if customers collect all of the Air Jordans. The actual product itself is the sneaker and the core product is it prevents your feet from hurting and its comfortable. The product concept for Air Jordans is very important for the Jordan Brand because they always need to know what the customers want.
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