100% Original, Plagiarism Free, Tailored to your instructions

Order Now!


Paper outline

Postmodernism features

Nike Retail store and museum

Reference List

Postmodernism is a contrast of modernity. It introduces a thinking attitude in terms of unity, totality, and imposition of strong hierarchies uniquely upon knowledge (O’Shaughnessy & O’Shaughnessy, 2002). It covers different opinions or viewpoints regarding different ideas, cultures, and principles of modernity. Though there is no conclusive definition of postmodernism, it can be denoted to mean “existence of attitudes and ways of being that are different or alternate to those typical of modernity” (Ligorio, 2004, 1313). In marketing, postmodernism relates to consumer behaviour. Firms in the Western world have to deal with well-educated, sophisticated, and savvy stakeholders and consumers. It is becoming comparatively complex to dictate what customers should buy in today’s comparatively affluent societies (Proctor & Kitchen, 2002). Postmodernism rejects human, social experiences and ideas. It considers them to be having no real basis. It regards human structures, freedoms, agency, self, or individual ideas as arbitrary and ephemeral (Firat, Dholakia & Venkatesh, 1995).
Postmodernism features
Cultural development and migrating culture from modern to postmodern society are driven by technological advancements (Goneos-Malka, 2011). On the other hand, many authors identify seven key features that are of benefit to marketers and communicators. These features include hyper-reality, fragmentation, pluralism, chronology, de-differentiation, pastiche, and anti-foundationalism (Goneos-Malka, 2011)
Fragmentation, de-differentiation, and hyper-reality are the most commonly analysed postmodernism features (Judit, n.d). Fragmentation is the disintegration of markets in numerous segments. Companies target much specific and smaller markets instead of populous and crowded markets. Companies strategically establish niches and focus on satisfying the needs of that market segment. This is done by the development of a wide product range and altering product features to meet the needs of different market segments. Customizing of products to meet given segment needs involves the fragmentation process by the company involved. Commercial advertisements before, during, or after television or radio programs are other forms fragmentation (Firat & Schultz 1997).
De-differentiation refers to the disappearance of established categories. The central themes of life affected by de-differentiation postmodernism are culture and economy (Arias & Acebrón, 2001). De-differentiation encourages play, flexibility, and indeterminacy in management philosophies (Willmott, 1992). De-differentiation changing patterns in tastes, sexuality, media consumption, holidays, lifestyle, and traditional ideas. Postmodernism has blurred institutional and individual boundaries resulting in a shared and mixed culture, politics, education, training, and show business (Berner & Tonder, 2003).
The hyper-reality concept is the power to use simulation in determining the reality. Hyper-reality is caused by increased infiltration technology in mass media (Berner & Tonder, 2003). The continued integration of mass media gives significant credibility as compared to the realities. With regard to mass media that once transmitted reality, postmodern era merely considers the media as losing its association with its referent. In general, it is viewed as a simulation of reality (Ritgerð & Björnsson, 2006). Hyper-reality characteristic offers opportunities and dangers in marketing practices. It represents a complex living simulation and representation is more important than reality (Berner & Tonder, 2003).
Nike Retail store and museum
Fragmentation characteristic is well practiced by Nike store and Museum. The store has properly implemented micro-marketing strategies to reach out to as many consumers as possible. Nike store considers micro-segmentation and clutter communication as major fragmentation issues in its marketing strategies. The Store established certain market niches and varied strategies of serving the segment satisfactorily. Typically, Nike store and Museum targets a number of sport genres and segment them in terms of sex, age, income, and professional levels. It targets both men and women from as young as fifteen to thirty-five years. It targets consumers with high preference for high quality sportswear ranging from footwear to jersey and sports gadgets. Furthermore, the shop has engaged in market communication tactics through mobile and social media.
In relation to the de-differentiation concept, Nike shop and museum has established customer partnerships and collaborations. This has been driven by product abundance and intense competition from rival shops and companies. The shop is aligned with the value-use concept and thus has established partner-player and post-consumer strategies to improve positive product experiences. For instance, Nike partners with football clubs and individual players as a strategy to establish blurred boundaries in the sportswear business.
Nike recognizes hyper-reality marketing communication opportunities within the virtual environments. For instance, Nike usually allows avatars to customize their own running shoes in-store. Additional hyper-reality is very evident in the Nike branding idea. For instance, the “Just Do It”, bears almost no representational relationship but a vague exhortation concept (Whittall, 2011).
Postmodernism concept is becoming a very vital component in marketing today. As technology advances, observable movement in culture and ideas is continuously being realized. Postmodernism has led to swift changes in consumer behaviour thereby presenting enormous challenges. This has altered marketing strategies of many as responses to changing consumer behaviour. Companies identify postmodernism characteristics by looking at shifts in culture before they design appropriate strategies to incorporate the variables in marketing. Most companies utilize three concepts in the design of marketing strategies. This includes fragmentation, de-differentiation, and hyper-reality. Advancement in mass media technology has successfully enabled most companies to achieve their marketing targets.

Our Service Charter

  1. Excellent Quality / 100% Plagiarism-Free

    We employ a number of measures to ensure top quality essays. The papers go through a system of quality control prior to delivery. We run plagiarism checks on each paper to ensure that they will be 100% plagiarism-free. So, only clean copies hit customers’ emails. We also never resell the papers completed by our writers. So, once it is checked using a plagiarism checker, the paper will be unique. Speaking of the academic writing standards, we will stick to the assignment brief given by the customer and assign the perfect writer. By saying “the perfect writer” we mean the one having an academic degree in the customer’s study field and positive feedback from other customers.
  2. Free Revisions

    We keep the quality bar of all papers high. But in case you need some extra brilliance to the paper, here’s what to do. First of all, you can choose a top writer. It means that we will assign an expert with a degree in your subject. And secondly, you can rely on our editing services. Our editors will revise your papers, checking whether or not they comply with high standards of academic writing. In addition, editing entails adjusting content if it’s off the topic, adding more sources, refining the language style, and making sure the referencing style is followed.
  3. Confidentiality / 100% No Disclosure

    We make sure that clients’ personal data remains confidential and is not exploited for any purposes beyond those related to our services. We only ask you to provide us with the information that is required to produce the paper according to your writing needs. Please note that the payment info is protected as well. Feel free to refer to the support team for more information about our payment methods. The fact that you used our service is kept secret due to the advanced security standards. So, you can be sure that no one will find out that you got a paper from our writing service.
  4. Money Back Guarantee

    If the writer doesn’t address all the questions on your assignment brief or the delivered paper appears to be off the topic, you can ask for a refund. Or, if it is applicable, you can opt in for free revision within 14-30 days, depending on your paper’s length. The revision or refund request should be sent within 14 days after delivery. The customer gets 100% money-back in case they haven't downloaded the paper. All approved refunds will be returned to the customer’s credit card or Bonus Balance in a form of store credit. Take a note that we will send an extra compensation if the customers goes with a store credit.
  5. 24/7 Customer Support

    We have a support team working 24/7 ready to give your issue concerning the order their immediate attention. If you have any questions about the ordering process, communication with the writer, payment options, feel free to join live chat. Be sure to get a fast response. They can also give you the exact price quote, taking into account the timing, desired academic level of the paper, and the number of pages.

Excellent Quality
Zero Plagiarism
Expert Writers

Instant Quote

Single spaced
approx 275 words per page
Urgency (Less urgent, less costly):
Total Cost: NaN

Get 10% Off on your 1st order!