A. Three Reasons for Marketing

From the Desk of John Kumpunen

“The thirstier you are, the less you care about the brand of water.”

The need for marketing arose when VillageEconomy grew to CityEconomy. With increased number of manufacturers selling more and more competing products, the marketplace was filled with too many products. Today, consumers are inundated with obscene number of products fighting for their dollar. Welcome to marketing in the age of consumerism.

In today’s affluent consumer cultures, marketing is necessary when countless competitors go after the same consumer dollar. Somebody counted 437 mp3 players, over 20,000 brands of beer. These days, we are faced with overwhelming selection of products and services — tens of super stores peddling the same toasters, microwaves, tool cases, light bulbs in their weekly fliers. We’re exposed to 3,000 sales message a day. The role of marketing is to differentiate product features and benefits enough to motivate the consumer to buy. In a VillageEconomy, there was no need for marketing. The thirsty man cares little for the brand of water.

Marketing is needed for 3 reasons:
1. nobody knows about you (new product, new service)
2. your product or service sucks (it does not sell by itself, lacks WOM, lack viral distribution, nobody raves about it)
3. you have competitors like maggots (extremely competitive marketplace where all the competitors look alike and consumers cannot tell them apart)

Three Fundamental Roles for Marketing

Marketing is the art and science of informing / guiding / manipulating / luring a select group of people how to feel, think, and buy within a certain time frame.

a) informing (=press releases, case histories, newsletters)
b) guiding (=soft sell, advertorials, teleseminars, image ads, consulting sales)
c) manipulating (=hard sell, direct response, direct sales)

In today’s CityEconomy, marketing is the bastard child of industrial-age and consumerism. Its role in business is necessitated by obscene overproduction of products.

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