Ch.14 - Marketing Channels and retailing

           A retailer is a intermediary that sells mainly to the consumer that is purchasing the product. Mainly the retailers that sell Native Instruments based products are either from Sam Ash or the Guitar Center. Consumers can purchase their items on their main website at http://www.native-instruments.com/en/ but their prices are usually a little too expensive ($700-$1000) whereas if the consumer went to Sam Ash or Guitar Center, they would get it for a cheaper and more reasonable price.

Ch.6 - Consumer Decision Making

Consumer behavior correlates to how consumers make purchasing decisions and how they consume or make use of these purchased goods or services. For instance, one way that Native instruments draws the attention of an amateur or professional music composer to consume their product is with their slogan, "The Future of Sound." Provided that music composers are always looking for the best producing tools and sounds to create good music possible, a slogan like "The Future of Sound" can psychologically make the consumer feel like buying their product will help them achieving their goal in making the best music that the consumer could possibly make.

Another way Native Instruments gets consumers to buy their products is by getting artists and/or well known music composers to sponsor their products. For example, NO I.D. , a hip hop music composer that is known for producing several instrumentals for people such as Jay Z, has a Native instruments product known as the Maschine, which is a music composing hardware that allows you to create an infinite amount of electric sounds and drum patterns to sequentially create a musical instrumental track. The fact that No I.D. has this in his studio can make another music composer buy the same exact product since No I.D. has one, especially if that person favors No I.D. 's way of composing music. Here's a video of the producer No I.D. breaking down how he was able to create an instrumental with a sample using Native instruments.
https://www.youtube.com/watch?v=FfCXGOakm8g&index=5&list=PLA33DAC367E40FE03

Ch.5- Developing a Global Vision

Native Instruments has grown its manufacturing companies throughout the world because of its growth due to the transition to electronic based music. Since Native Instruments is the leading manufacture of computer audio based music, it has been able to expand its offices from its home office in Berlin, Germany to places such as Tokyo, Shenzhen, London, and even here in U.S. located at Los Angeles, California.

Ch.4- The marketing enviornment

 Since Native instruments is a company based solely on music production, the target market that they specifically focus on is people that actually make music or have an interest in spending money on music like products, whether it would be Djs, music producers, or just an ordinary person that like to compose music.

Ch.3- Ethics and Social Responsibility

Native Instruments believes in providing people with the most effective and highest quality sounds and music kits for successful music and audio quality possible. One of their ways of doing so is education wise, donating their products to music production based colleges such as Manchester Midi School, Berklee College of Music, and SAE institute.

Ch.2- Strategic Planning for Competitive Advantage

Native instruments today is currently one of the most famous companies today that provide music production tools for DJs and Music composers in general. Native instruments came about in 1997, when music and audio production transition to computer or "the box". Native Instruments to this day is still relevant because of its consistency of providing electronic devices for music composers such as Maschine, which is a groove production machine that consists of sample sound kits such as piano, synths, drum kits, vocals, and so on. There are other groove machines out there as well such as mpc, korg, casio, etc. However unlike these machines, Maschine actually the ability to make patterns within the machine and alter the frequencies of certain drum loops and piano patterns without the need of a computer audio program (although a computer can be used for a Maschine). Its simplified to where anybody can be able to learn how to compose music and create the best track possible from a professional music composer to an amateur. In fact, since the music making process is less complicated on the Maschine, certain music producers like Ski beatz use maschine because it gets the job done quicker. To conclude this, Native Instruments create music productions tools that make it easier for music composers to create, record, sequence and process instruments in the composing process, which as a result allows them to create revenue.

Ch.1- The Overview of Marketing

Mission statement:

Native Instruments is a leading manufacturer of software and hardware for computer-based audio production and DJing. The company's mission is to develop innovative, fully-integrated solutions for all musical styles and professions. The resulting products regularly push technological boundaries and open up new creative horizons for professionals and amateurs alike.