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Marketing

The 4 P’s

This time, we had to discuss the 4 P’s of Marketing: Product, Promotion, Price, and Place. Although in and of themselves, there are practically fields of knowledge we would have to discuss in order to get into each one thoroughly, I’d rather focus on the most important thing about this combination: the overlap that is the target market:

The overlap has een noted in nearly every diagram, but in some, it is curiously absent, instead showing the 4 Ps being answered by the 4 “Solutions”. This  is a fundamental shift in approach the problem; do we tackle the variables, or do we tackle the segment they provide? To most, this might be one and the same fight, how else do you tackle a market without knowing each of the variables, but to me, it represents two very different approaches.

It is not just a question of priorities or influence, its a matter of who matters more; the results, or the functions that act on the data. I personally think that the results are the most important part of the 4P approach; tackling each variable one by one is not just shallow, its risky, but I can see why its more comfortable; scientific even. However, we have to remember that even in science,  it is the results we choose to analyze with our tests, not the tests themselves.

Categories
Marketing

Segementation

Market segmentation is a situation where humans try to fit other humans into broad categories. I think it must be almost fundamentally human to want to categorize for efficiency; it seems to be the most logical thing to do to approach a problem of mass appeal.

I think this is a decent idea, especially in the past where there wasn’t much available about each of your customers, but today, I think we need a more realistic way of telling us how each person buys. Rather than market segments, I think we actually exist in social segments; groups, cliques, socio-economic, levels. People who pursue the same interests and go to the same places generally have the same interests, and too a far degree, are probably more likely to buy the same kind of thing.

The market segmentation strategy as it stands seems to be hinged to one variable, increasing the number of variables until a comprehensive “portfolio” of  consumer interests can be created. I think this iprocess yields results, but it is not quite as much “fitting” to the customer, as trying to see his purchase habits, and become the next one. I think the next logical step for this system is for a product to cater to a subculture of humans, as opposed to trying and guessing their next purchase from just their old recipts.

Categories
Marketing

Youtube Ads

A friend of mine who’s in the same class, Joe talked about the advent of social media, and its effect on marketing and business. I thought it was a very interesting post, because it really brought up how massive a business these new technologies are, and how they are changing the way in which we advertise. This got me thinking on a much more smaller scale; youtube ads.

 

Youtube ads are now generally commonplace, and many people still find them annoying. They are now usually indicated with a little yellow line, and some of them are in fact skippable after a certain amount of time. When they were first introduced, many people started to raise massive protests, accuse youtube of affecting content and invading privacy. In essence, youtube ads were using the content they were attached to to sell products that the typical viewing demographic might be interested in. In blunt terms. The big issue with this is that the majority of youtube content is user-made; Youtube itself actually does not produce or own rights to most if not all the material it hosts. So the idea that they can capatilize from the traffic and content of the people who upload using it seemed a massive offense.

 

The big change, which is still happening with youtube adverts, is that famous youtubers, like Philip DeFranco and Ray William Johnson, have actually come out in defense of this new style of advertising, saying that not only does it allow them to make a much better profit from their massive traffic figures, but it also means they do not have to waste time in their actual shows asking for donations, or plugging products. It creates both an effective divide, allowing youtubers to focus exclusively on content, and allowing them to create an actual business model, turning youtubing into a professional occupation that could honestly compete, and does, with major news and tv channels.

 

Youtube ads are a sign that the internet is no longer a place for hobbyists, but now is becoming regarded as one of the primary ways our generation chooses to send and receive new media, and the idea of earning a profit from this using a traditional ad structure was not only logical, but fundamental to the continued appeal of posting on youtube.

Categories
Marketing

Introduction

Well, you said to start with introductions, so fair enough. My name’s Vivek Menon, and I’m taking this course because its required (although I’m also the guy who brought up the whole “applied psychology” thing, which I’m still standing by.)

My experience with marketing has been fairly typical to the average student I suppose, except for one probably significant difference; I have grown up in many different places around the world, and consequently, have interacted with or been advertised to in a multitude of mediums. Everything from super advanced touch display kiosks in Bangalore to large badly-spelt descriptions of mechanical services in rural Ghana. I suppose in that regard, I have a rather interesting experience with marketing, in that I’ve learnt to recognize how it changes depending not just because of who its trying to market something to, but where it’s trying to do it.

As far as a favorite advertisement, I don’t really have one; but I do have  series of ads that I found rather interesting in their design. A little while ago, there was a mini web-campaign centered around replacing the Old Spice Guy. As a response, they created a mini-series of wepisodes that involved him fighting his replacement, and winning, as per the votes after each episode. It was a really interesting example of consumer-driven advertising; where they literally got to decide how they next advertisement would go. Though strictly speaking, they didn’t really do much advertising as per the traditional commercial sense, it still bears noting that this entire series is all about the face that will represent a Deodorant company. The most interesting thing is that even though he won, he still wont be appearing in current generation Old Spice commercials, because of contractual issues. I thought it was all very interesting, and I’ve included a playlist of the webisodes they’ve made, as well as the starting episode below.

YouTube Preview Image

Something personal about myself is probably harder. I suppose one interesting thing is that I know how to play the Veena, which is a four thousand year old classical Indian instrument that many believe is the origins for the majority of stringed instruments, including the guitar. I suppose that’s not exactly personal, but I don’t mind 60 people knowing that.

Categories
Old

Banking. Or lack thereof.

Why do we feel the need to bank? When we were discussing banks and the role they play in our society today, I was compelled to look into the history of banks, and have come to discover just how ancient of an institution they are. Banks were founded primarily during the Crusader eras, and were more “central places to record debts and owings”. They have since evolved into practically the structure upon which we have built the rest of capitalism; where money from a large number of unaware individuals can be pooled and used for the purposes by a smaller group, hopefully for the benefit of the majority.  This arrangement has led to many problems in the past, and hence beg the question, why risk it?

If we all had piggy banks instead of bank accounts, the world as we know it today would probably collapse. Without the huge amounts of funding, filing systems, and the idea of credit that comes from the world of public banking, our entire society would fall apart, and thats a scary thought. Hence, I find this comic strangely terrifying; if for an instant everyone decided they didnt want to bother with banking, and decided to keep their own money, could we ever recover?

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Old

Templates.

In my understanding, the word “generic” means applicable to nearly any situation, as well as lacking specificity. When you really think about it, its an astonishingly powerful word. The ability to have a basic template to which you can apply to nearly any situation you want is incredibly useful, and also a little dangerous. Because it is generic, it can never take into account the intangibles of the actual situation, and must be molded around what has been provided. I ask you then; if human beings are so complicated, do such “generic” templates really have any value?

I understand the silliness of the question: Of course they have value, otherwise why would they exist? Surely if they were of no use to anyone they wouldnt be taught to hundreds of students on a yearly basis in multiple disciplines. But then, does teaching something make it useful, or its application? I’m sure templates like these are used throughout the industry, but the fact remains that because it lacks specifity, which is fundamental to the very nature of what makes each of us human, does the template fit the situation, or do we force every unique situation to try and fit a template?

In our desperate bid to understand how we each interact and interact with our surroundings, have we created this, the template, to give us the hope that our world can be understood? I dont know the answer, I’m just asking the question; If business was this simple, why not just teach us this template and be done with it? The answer is because business is not simple…but then, why a generic template? Why, to make you feel better about what you understand, of course!

Tricky, eh?

Categories
Old

Marketing Ethically

We will no doubt in our time at Sauder be taught how to market effectively. The ability to market oneself, and ones services is indeed one of the most important aspects, at least from my understanding, of achieving success in the business world. However, as I was quick to learn in 299, in an overzealous attempt to market oneself, some people often blur the line between actual accomplishment and implied accomplishment, and this not necessarily wrong, if not right.

I would not hope to take the high ground on honesty; as someone who has seen some of the tougher and softer regions of the world, I have realized that absolute honesty is found neither in the slums nor the castles, but in rare, isolated locations. The ability for each human to be completely honest with another one is taken for granted in our society, and thusly, in business. We may not call it lying, but we can not call it the truth either.

If we take this to a yet higher scale, what stops a business from behaving unethically, at least in terms of marketing? Is saying that  a product may do something and solve your paticular problems is not necessarily  wrong, but potentially true, and making millions on such an assumption, dishonest? I perosnally am not sure where I stand on the issue, but I feel that if humans can not market themselves honestly, whats to stop corporations of humans from doing so. How many little white lies inhabit the world we live in?

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Old

Accounting & Trust

Trust, as I am very quickly learning, is a huge factor in business.

I suppose it comes with the territory of people dependency, but the fact remains that, wherever I’ve been exposed, the small, implike child inside of me always brings up the question: “Well, couldn’t you just not tell anyone and switch a few zeros?” Of course I beat it down with the metaphorical stick needed to stay the wholesome postiive individual I am, but the question remains: What keeps businessmen honest?

Accountants, in particular, seem to enjoy a particularly interesting area. Not only do they speak a highly specialized language filled with jargon that has to be commited to reflex to be made useful, but they are required to work with largue amonts of independent numbers, almost exclusively; ironcally, for the sake of objectivity. As a result, if an accountant is to make an estimate of a hitherto unknown cost or benefit, what is to stop him from erring on the larger side, and making it equalize on the balance sheets, with his pocket feeling the decimal points? The natural answer is of course virtue, but when one deals with the torrents of money that flow into companies like Microsoft, how could one possibly resist it every single day of their entire career?

There are counter-measures, like cross-checking, independent sourcing, and what not, but the fact remains that, in essence, they are all based on a mutual trust, or perhaps distrust, to guarantee their legality. I haven’t the slightest idea how to fix this, as this is the natural cost of human interaction, but the idea intrigues me: How many accountants feel the urge to rub the numbers, and how many of them get away with it?

Categories
Old

Financial Accounting…Language by necessity?

When I first encountered Financial Accounting, it started off with the simple explanation that it would use words we already fairly understood and would distort them for its own means and requirements. The word “asset” for example would be turned from its kind of adjectival status in common language, as the describer of a valuable or useful quality, to a valuable quality. This is hardly a revolutionizing idea, but as we delve deeper and deeper into Accounting, we come to the scary realization that “asset” is not the first word to be hijacked. Credit, debit, stock, share; each word evolves a new and sometimes paradoxical meaning that is useful in the realm of accounting, if now where else, and I begin to wonder, is Accounting its own language?

The answer is an obvious yes. Every skill or field has its own language. Mathematicians, and they’re associated relatives in the field, use a symbolic language to express what the common word cannot. What I find confusing is whether or not Accounting needs such  deeply segregated language? Surely some buzzwords and jargon are necessary to each field, but you dont see fields like Psychology reform the language to shape their needs; they usually just create new, fancier words. Perhaps the point is in and of itself moot, but I am not yet convinced that Accounting’s hijacking of rather innocent terms is altogether justified. At least not this early into it.

Categories
Old

Supply Chains & Dependency

No one likes being dependent on someone else.

The essence of teamwork is that a group of people can come together and produce something greater than if they had each worked independently, the “whole is greater than the sum of its part” idea, but is a supply chain actually “teamwork”?

Perhaps this is pessamistic, but on first glance, a supply chain seems like a necessarily risky environment to work on. The idea that your performance, indeed, your job, is hinged on the ability of someone else to perform adequately is a thought I’d probably find dangerous to wake up to every morning. Don’t get me wrong, its not like other areas of business lack dependencies or aren’t qualifiedf by them, but the very notion of “supply management” is linked with the interaction and dependency, unlike, say, marketing or accounting. A marketing team, from my limited understanding, would probably be required to work closely with each other to achieve a common goal, and they are all dependent on one another, but they are bound by the fact that they will all be regarded and assessed equally on their result.

A supply chain manager is judged on his end whether or not someone else did their job correctly. A rather scary idea.

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