What is marketing?
Marketing is such a broad field that everyone seems to have his own version of what marketing is.
Well, marketing is like going to a palengke. And marketing is that simple. Why all the brouhaha over Kotler’s, CMA’s, and AMA’s definitions of marketing?
With that in mind, the concepts of exchange, wants, needs, satisfaction, demand, target market, segmentation, and the like can be explained in layman’s terms.
So think of palengke. Think of that manang who so excitedly shouts at her prospective customers. By focusing on the many tasks involved in what that manang does in a wet market, it is possible to get a feel for the wider range of marketing activities.
Among the different things that a manang must do in selling her products, she must:
- Analyze the needs of people
- Predict the types of fish/pork/chicken consumers will want and decide which customers to satisfy
- Estimate the number of customers and how many items they might buy
- Predict when consumers will want to buy
- Determine where the consumers will be and how to get the food to them
- Estimate the price consumers are willing to pay for a fish, and if that price will result in a profit
- Decide what kinds of promotion should be used to inform consumers about her stall and her products
- Estimate the impact of competition from other vendors
- Determine how to provide excellent customer service to create possible repeat purchases in the future
I am so close to getting crazy because of this seminar that my boss and I are preparing for our company’s marketing staff. We’re trying to look for ways to teach the principles of marketing to them without going too technical so that it would be better understood and absorbed. But that’s the thing–the basics of marketing is not that basic. Well yes, we can always relate those technical stuff to real world marketing cases but still…
Oscar #33: Oscar de la Luya
7 12 2008Before the Oscar de la Hoya-Manny Pacquiao fight, everyone seemed to agree that Pacquiao wouldn’t stand a chance against the Goliath. I, for one, rooted for Oscar de la Hoya. And so were my relatives and friends. This was not against the Filipino race or something. It was simply a rational assessment of the circumstances surrounding the two boxers. Oscar seemed to be stronger, wiser, and taller. (This reminds me of Naruto and Ghostfighter because of the excitement I get when assessing the advantages of a fighter over another. Speed vs Power. Intelligence vs Strength. Taijutsu vs Ninjutsu. Water vs Fire. Etc.) And, of course, the fear of being wrong in our prediction was also a big factor.
Well, well, what can I say? I was wrong, and so were many of us. Pacquiao beat De La Hoya to the punch from the opening bell and as the rounds wore on, it was clear that De La Hoya was losing the fight. De La Hoya looked pitiful and helpless. The Golden Boy suddenly became rusted while Pacquiao became the Goliath. And following the eight round, the fight was waved off with De La Hoya on his stool while Pacquiao stooped down on the ring’s corner, probably thanking God for the $11 million that he would get from the fight and the prospect of being a superstar bigger than De La Hoya himself.
Some of the first people to congratulate him on the ring were politicians like Noli De Castro who hugged him for like 5 seconds. I nearly puked. What a way to taint the innocent victory of the country’s pride. And on top of that, Pacquiao even gave them special thanks on air. I can’t remember the exact words but it had something to do with thanking the governors, mayors, and congressmen of the Philippines as if they had something to do with his victory. What another way to cheapen your victory.
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Tags: Boxing, Dream Fight, Ghostfighter, Manny Pacquiao, MGM, Michael Kedtag, Naruto, Noli De Castro, Oscar de la Hoya, Politician
Categories : Commentary