Whether or which

 Seth’s Goddin Blog talk about two different ways of doing marketing. Those ways  described as wheter or not someone should buy one product or on which one they should buy once they realize a need.What is the real difference of those two marketing achievements? What are the possible consequences in the marketing? How marketers can decide whether to use one technique or another?

 What my limited knowledge in marketing can tell me about that issue is that there are real differences between those techniques and they should be used properly depending on such many factors, most of them englobed in the product life cycle.

  ·         In the first case,  when entering in a new market it’s absolutely necessary to get to know to the consumers your product  and try to persuade them to buy it. Actually, there was no market for that product so the objective is to create a market and then try to make it bigger. Your product cannot be compared to any other else because there’s no competition or it’s barely noticed by the consumers. Obviusly those types of campaigns are usually the most expensive ones because as there was no market before you first have to start to let the consumer know about the product tangibles before talking about your own product. This is normally what the most significant companies do: they open markets, invest lots of money in there and then get the first mover advantage (or try to).

 ·         In the other case we are talking about trying to compete in a market that is already opened and in which there’s already some companies that have invested in tangible  characteristics of the product.  Is in that case, when the product lifecycle is starting being mature, when companies can  take the liberty to  go directly to show intangible characteristics of their product and even be compared with other products of the competition. This is the case of some companies that don’t have money enough to open markets for themselves so they take advantage of the big ones and, in most cases, this may end in a healthy competition that helps to make the market grow.

 

From my point of view, deciding whether to do the “wheter” or the “which” is not just  the whim of the company but  the market type , the moment of the product lifecycle that is in and the money the company can afford  in  promoting that product . 

Consuming across cultures

 

1.       Introduction

a.       Thesis

How culture, geography and background can affect consumption?

What affects our behavior

·         Character:  genetics,

·         Environment:  culture, background, geography, society,

Unpredictable behaviors versus predictable behaviors

 

b.      Outline

·     Cultural / Environmental divergences across the world.

·     Consumer convergences across the world.

·     Focusing on two different cultures

·     How to use this information in a marketing view 

 

2.       Body 

a.       Cultural / Environmental divergences across the world.

Basic threats about the main cultures that exist in the world:

·         Asian

·         European

·         North-American

·         Latin

 

b.        Consumer convergences across the world.

The effects of the globalization and the new changing trends among cultures

 

c.         Focusing on two different cultures

·         North-American Culture

·         European Culture

Common day in a European and American Family.  Convergent and divergent threats.  Real examples

How is the environment structured according to those cultures and values.

  

d.        How to use this information in a marketing view

·   The answer of the companies: How do marketing companies deal with those facts? Different ways they sell the same product

·         Succesful cases

·         Failed  Cases

  

3.       Conclusion 

a.       Summarizing the key facts

b.      Learnings from the study

c.       Applications to customer insights

1.         How to use this information in a marketing view

The New advertising era

How many times do you have zapping when  watching TV?  Do you remember the last advertising campaign that you saw in a billboard?   Even though these questions should be quotidian for us, the reality shows that the answers probably wouldn’t be what we expected and are getting  every time more surprising.   Customers are no more sensitive about what they watch in TV or see in the street.

The Actual advertising saturation which all the media are submitted to without exception, leads the advertiser to search for new ways to make the message get to the target audience. The companies are investing their budgets in new advertising formats far from conventionalism.   In this marketing metamorphosis we have to look for other solutions so as to get consumer’s attention.  These following  techniques  are some examples of the new trends in advertising:

·         Viral marketing:  is defined as a group of techniques that try to take advantage of the pre-existing social nets in order to increase the knowledge of the brand. It is a new version that has achieved surprising effects without big investments or hiring mass medias.  MySpace.com and Facebook are some of the most famous networks in which announcers can easily know the consumer profile so as to send him/her the proper  advertising

·         Product placement: As the  traditional advertising are not sensitive to customers any more, new advertisings are directly put in television series and movies, entering directly in the character’s  lives  and getting into customers minds. An excellent example of that type of marketing would be Starbucks coffee, well known for being the place in which Sex in the City starring and many other celebrities usually have a coffee during the movie.

·         Trade marketing: can be defined as the marketing made in the point of sales, what is normally stores or   supermarkets.  It puts emphasis in strong marketing and promotional campaigns  once the customer has already came in the store  and it’s getting every time more importance since the customers are deciding everytime more what to buy once they are in the store.

 

Since traditional marketing is no sensitive to us anymore, new different trends and techniques are being taken by marketers so as to get the desired effect in us.  What would be the next advertising generation?