Product strategy, as part of the marketing mix, should be driven by consumer needs. Consumers make purchase decisions based on perceived benefits. Sometimes translating desired benefits to product design, features, and overall product strategy can be challenging for marketers. Discuss why this is the case, citing specific real-world examples of products that have been successful and products that have been unsuccessful.

Identify the factors that influence your choice of relational partner.Use Knapp's model to describe the nature of communication in the various stages of a relationship.Explain the dialectical tensions in a given relationship and effective strategies for managing them.Describe the steps necessary to maintain, support, and repair interpersonal relationships.Identify the turning points and conflict styles in specific romantic relationships.Evaluate how partners in romantic relationships adapt to one another's love languages.Readings for Week 8This week we are going to analyze how romantic relationships (and in some instances very close friendships) develop and what we do communicatively in those relationships to keep them going (maintain them).NOTE: As you go through this information, think about a close friendship or romantic relationship you currently have and consider how the stages described below apply/illustrate your relationship. (As that will be the basis for your application paper).Why are we attracted to others?We meet people almost everyday, yet we aren't attracted to everyone we meet. So what might determine why we are attracted romantically to certain people?Proximity - the "mere exposure effect" is the idea that you are attracted to those with whom you have frequent contact vs. those with whom you interact less frequently.Appearance (Physical Attractiveness) - attracted to those you perceive as physically attractive--usually to those we judge are at our "same level" of attractivness (this is called "matching")Similarity - rather than it being "opposites attract", there is scientific evidence that actually asserts that you are attracted more to those who are like yourself. (his might explain why many people only date within their own ethnicity or race, right?)Reciprocal Attraction - the idea that we tend to be attracted to people who are attracted to us. That is, when someone makes it clear to us they like us and are attracted to us, then it is more likely that we will start to like them and be attracted to them.Rewards (Resources) - we are attracted to those who we feel offer us some substantial benefits vs less costs.This is what is proposed by Social Exchange Theory-that you are attracted to folks who can give you what you want (rewards) and who offer better rewards than others. (Note: Social Exchange Theory can also be applied in determining when we stay/maintain relationships--we'll discuss that more later).Technology - nowadays technology also plays a role in how we might meet and be attracted to someone. Online-dating sites facilitate attraction based primarily on physical attractiveness (which is determined by online self-presentation), and shared interests.Stages of Relational DevelopmentSo what happens when we come together in a relationship? Knapp's model shows the stages that our relationship might go through. Keep in mind though, that these stages are not fixed. That is, some relationships may skip stages, jump several stages forward, go back and repeat a few stages...there's no absolute path. These stages just help to illustrate what communicative behaviors occur as a relationship develops.Movement through the stages:Movement generally systematic and sequential. However, sequence is changeable/fluid; some stages may be skipped.Movement may be forward—toward greater intimacy if moving forward.Movement may be backward—maybe due to decrease in intimacy; maybe b/c stages skippedand going back and “picking” them up...Escalation “up” represents a movement towards greater intimacy (trust/closeness) (not necessarily sexual intimacy) and relational satisfaction can increase. This is a very important point because the more trust/closeness in a relationship, the more likely for both partners to feel satisfied about the relationship and want to continue in it. Lack of trust/closeness will likely lead to relational decline.STAGES: (Note: These stages can apply to close friendships as well as romantic relationships.Pre-interaction awareness – when we become “aware” of the other person (prior to contact). Ex: seeing someone from across a crowded room; noticing someone at a party; a friend telling us about someone they want to set us up withInitiating – making contact; perceptual and interactional contact; at this stage we take note of the other person and decide to interact—and initiate.Experimenting – to explore the unknown;This stage characterized by small talk; an exchange of surface-level information; asking questions to get “breadth” but maybe not too much depth; (Note: reciprocity in self-disclosure important. Why do you think that is?); reducing uncertainty while getting to know each other (bringing up topics to “check-out” how the other person reacts/responds)Exploration (a stage that often also occurs here)– to continue to explore the unknown; going from low risk self-disclosure to more riskier self-disclosure—increased breadth and depth from previous stage; reciprocity continues to be important. If a relationship doesn't continue forward from here and declines, can you see how the risks taken during self-disclosure might contribute to that? Intensifying – “involvement”; here the relationship tends to go beyond acquaintance-ship moving the conversation to “friend/close friend/relational partner” level.Verbal cues that reflect the intensifying stage:Forms of address become more informal—such as use of a nick name of term of endearmentUse of first person plural becomes more common (Ex: “We” should do this....)More risk with self-disclosures (in breadth and especially depth)Private symbols begin to develop—such as special jargon or slang; enables communication to become more high-context (Edward Hall), that is, more information can be communicated through the context (shared history, traditions), without constructing/using direct, verbal messages. This illustrated through "inside jokes" that couples might share.More direct statements of commitment may appear. (Ex: I really like you a lot; I like hanging out with you, etc).Increase in nonverbal and haptic (touch) communication. Space and possessions become more accessible to each relational partner. (Ex: couples or friends who begin coordinating their outfit, or friends who share each other’s clothes/makeup; inviting each other to each other’s houses for family vacations/events.)Integrating - this stage represents greater commitment. Communication behaviors that might typically occur at this stage:I, me and mine, often become “we, us and ours”.Rules and roles in the relationship have been negotiated and mostly are shared/understood.Social circles might merge and others begin to treat the pair as a common package (Ex: one invitation/evite or one present)The couple or friends may cultivate attitudes, opinions, interests and tastes that they think distinguish them from other people.Intimacy trophies are exchanged—in order to be identified and/or feel belonging in therelationship (ex: pictures/class rings/house keys)Similarities in manner, dress, verbal behavior may also emphasize togetherness or oneness.Actual physical penetration/interaction as a symbolic means of unification of the couple.Designation of common property. (Ex: having “our song” or a joint back account; a major purchase or vacation planned/paid for together)“REVISING” –at any point in these stages we may make/engage in a re-evaluation of the relationship especially if a person is unhappy with the accommodations that they have to make with regard to the relational partner (perhaps via a Social Exchange analysis).If this is the case, then you may choose to terminate the relationship and begin to de-escalate it (moving across/down the steps/elevator). Even if continue to pursue the relationship, one may find themselves having to make these ‘revisions’ (re-evaluations) or modifications at some point.Bonding - Bonding is both an EVENT and a PROCESS. Bonding is a commitment to the revised relationship. A bonding ceremony can be public or private (process is marriage; event is wedding).--With public ceremony such as marriage, relationship has institutional support—there are laws, prescriptions, precedents that the couple can rely upon for support and guidance.--if the event is less public or private, (such as “moving in together” , or for example, the“post-it” note commitment between Derek and Meredith in Grey’s Anatomy), then the couple must rely more on each other to keep the relationship intact.--Several features of bonding:VoluntaryWill continue for an indefinite period.*Brings on the rise of NEW RULES (as it redefines the relationship)Decisions are usually made jointly.**Bonding remains a process after the event because once the commitment made, the relationship will continue to evolve—it will continue to move towards and maintain intimacy and will be influenced by the push – pull of relational dialectics. Part of how a relationship evolves and is maintained, is through communication.-----------------------------As relationships develop through these stages, in order to not experience relational decline/de-escalation, they must be maintained. And this relational maintenance can be accomplished through certain communication strategies. Your text discusses these strategies, but below are some highlights about theA Dialectical Perspective on Communication Strategies in Relationshipsidea that personal relationships fraught with contradictions, or dialectics, which we learn to manage as we strive to maintain our relationshipthese are forces that are present throughout our relationship with a relational partnerThree most recurrent dialectics are:Autonomy-Connection Dialectic – primary/central dialectic in relationships.No relationship can exist unless the people involved give up some sort of individual autonomyToo much autonomy can destroy the relational identities and the connections with others which are importantWe try to figure out how to balance this tension between “being together” and “being apart” throughout our relationship, even as it grows and changes.In your own relationships, how do you balance the time spent together while still giving each other space to grow?(Ex: In my relationship with my husband, we manage this dialectic in our marriage by making sure we have "date night" at least once a month so that we can spend time together without our kids and have adult conversation. However, we also each have different hobbies and usually at least one night a week or every other week, we take turns leaving the house one evening to spend time on our hobbies that we find fulfilling.Novelty-Predictability Dialectic - certain amount of predictability is necessary for relationships to function. Developing patterns of relating enable stability in our lives.Must balance predictability with a certain amount of novelty (unpredictability)Too rigid or too predictable can be dysfunctional.Overly predictable/repetitive can contribute to declining affective arousal—a kind of "emotional deadening" of a relationshipIn your own relationships, how do you balance the stability of predictability, while still ensuring the relationship doesn't get stale?(Ex: In my marriage, we have a lot of routines due to balancing two careers, children, activities, and family events. And alot of our weekends are pretty planned out and follow the same pattern--figure out meals, laundry, take kids somewhere, meet up with family members, talk about the plan for the following week, etc. It can sometimes get very repetitive. So in order to add some novelty in our relationship, we try to make sure that we plan fun vacations every few months that get us to explore a new place and enjoy seeing new things.)Openness-Closedness Dialectic – open disclosure is a necessary condition or intimacy but then that creates a vulnerability for the relational partners; balancing privacy and boundaries in a relationship.In your own relationships, how do you balance the desire (and expectation) to tell your relational partner everything and still have your own privacy?Ex: In my marriage, I tell my husband a lot of things and we don't really keep secrets. But there are some topics (usually frustrations or emotions or certain issues with my side of the family) that I tend to keep private and might choose to share with my best friend instead. He knows that, and doesn't expect that I have to share every single thing with him nor do I expect him to do the same. Of course, this is based on the mutual trust that anything that might impact our relationship/marriage, will of course be part of what is self-disclosed to one another.MAINTENANCE BEHAVIORS (mostly from Dindia and Baxter (two important interpersonal scholars) who did research, based on couples and what they do to maintain their relationships. Dindia and Baxter identified the following communication strategies:.Openness – direct discussion/listening; express empathy and self-disclose regularlyTogetherness – spending time together; doing this as a couplePositivity—make interactions positive, pleasant, and upbeat; doing favors for the other personCeremonial—celebrate important events (such as birthdays and anniversaries); discuss enjoyable past times (thereby creating high context moments)Assurance—expressing love/demonstrating importance of the relationship; letting partner know how important they are and that they are a priority in your life. If you have ever read the book about "love languages", this includes using someone's love language to make sure they feel important and loved.Social networks - Being invested and wanting to spend time with friends or family that are in your partner's social circles.Now that you have read through the information about the specific communication behaviors that occur in the relational development stages and in the maintenance stages, you should start to think about how these behaviors are illustrated in a romantic relationship or close friendship that you have experienced in your life. This will be the basis for your next application paper. See the assignment handout posted in the Week 8 module.