miércoles, 22 de abril de 2009

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 . 

1 comentario:

  1. This is a nice topic. It would be better if you can have more deep thinking.

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