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For years we thought of ourselves as a production-oriented company meaning we put all our emphasis on designing and manufacturing the product But now we understand that the most important thing we do is market the product Weve come around to saying that Nike is a marketing oriented company and the product if our most important marketing tool Phil Knight Nike has been able to develop successful advertising campaigns and effectively market their products through the hard work of the Wieden and Kennedy Advertising agency which understands the needs and desires of consumers and has successfully throughout the years marketed the products of Nike Throughout the years Nike has had many different advertising campaigns some more successful than others but always created to reflect public opinion What is most important though is that Nike has changed their campaigns in order to satisfy public preference In the 1980s Phil Knights company Nike exceeded a billion dollars and the company never again looked back It was then that Phil Knight realized that he needed to not only improve but also expand upon his marketing tactics Nike continued to grow and to establish itself as the number one in its industry Nike has effectively marketed their products and in addition understands the importance of a quality product They are continually improving their shoes through new technologies that are developed by their research teams An example of this is their Shox sneakers which are designed to add a little spring to your step Other new concepts or technologies that Nike has marketed and developed throughout the years has been their Nike ID line which allows customers to customize the shoes that they purchase the Hyper Flight Nikes lightest weight basketball shoe ever and their Air Presto Faze a lace-less slip-on running shoe In addition to understand the importance of a quality product Nike also understands the necessity of effective marketing and this requires an understanding of public opinion
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