Ch.15 - Marketing Communications

 Native Instruments, has a marketing team that consists of 50 people. Their job is to make sure  the company's products are properly presented and explained to the world. The team looks at strategical  and conceptual ways of branding and market communication using creative video production, graphic and web design and copy writing. The Native Instruments marketing team also deals with PR tasks like press and artist relations, events and community management. Native Instruments deals with advertising by not only  posting ads of products on websites but they have artists endorse the product to the world by showing them how they use it in their everyday life. I believe that Native Instruments has a competitive advantage because of their product, the Maschine. The Maschine is a major update of the original drum machine. It's abilities and its lightweight that makes it easier to carry, therefore  dominating its competition since most drum machines from other companies are huge and hard to carry around places. Native Instruments also offers discounts on products or free shipping between a certain time period.

Ch.10 - Product Concepts

Native Instruments has a wide product mix. Since it is a music production company, the company provides the customer with everything  they need from software programs to production software such as their product Maschine, which consists of 16 square pattern that loop music samples when it is being stored into the production product, which allows the music composer to mix as much music patterns as the person pleases. It also comes with turntables for DJs, Midi Keyboards and so on an so forth. Although it could be expensive, consumers can buy these products for lower prices in music stores such as Sam Ash, Guitar Center and etc.

Ch.17 - Personal Selling and Sales Management

Native Instruments has different ways of providing their music and audio equipment to the consumer and providing a personal relationship. One way that Native Instruments does this is subscriptions. When one is subscribed to the website, the consumer can have the latest updates of either the new products that are releasing, sales on products or for news updates regarding the company Native Instruments. These updates can be obtained via email.

Ch.16 - Advertising, Public Relations and Sales Promotion

Native Instruments every now and then has discounts on their products and using their slogan "the future of sound" to advertise their products. However, the best way to get Native Instrument products is from retailers and distributors such as Guitar Center and Sam Ash. From these distributors, consumers are able to buy music products for a cheaper price if one were to buy Native Instruments products.

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.