MARKETING SHOWS CHARACTER
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Monday, February 10, 2014 by zidniezou
Studying
about marketing is actually an interesting thing for me. Although this study is controversial enough for me after I learn more
about marketing, but this is why I really want to be a part of marketing team. At
first, I think marketing is being a salesman but actually it’s more than that. One
of the advantage to study/ work in marketing is always keep up to date with the
emerging news/ information from economics, politics, environment, entertainment,
technology, etc because marketers must know about that things for satisfying
the consumer from the products/ services that we offer. To know about the up to
date information will make me find possible opportunities that exist for my
importance or other people. This opportunities are not just focused for
internal business development, but also for my outside world.
The
first job of the marketers is started by consumer needs. Needs are the basic requirements and include food clothing and
shelter. Without these, humans cannot survive. The example of needs
category products/ sectors are education, healthcare, real estate (land always
appreciates), FMCG, etc. Wants are a
step ahead of needs and are largely dependent on the needs of humans
themselves. For example, the baby NEEDS milk but it WANTS candy and we NEED to
take a bath but we WANT a good smelling soap. Wants can be something that fulfill
the consumer wants and needs, but also can be something that desire their
needs and wants. The differences between fulfill and desire is the level of satisfaction.
A desire criterion has a high level of satisfaction and it can be called as
premium product. The examples of wants category products / sectors are
hospitality industry, electronics, traveling, lifestyle, entertainment, etc.
Then, Demands are the ability to
buy/ pay for what we need and want. Thus a step ahead of wants is demands. When
an individual wants something, but he also has the ability to buy it, then
these wants are converted to demands. The basic difference between wants and
demands is desire. A consumer may desire something but he may not be able to
fulfill his desire.
Yap, from that explanation we
can conclude that marketing is existed because there are NEED and WANT. Marketing
always started from these two because it is their first job to create the best
product/ service to fulfill/ desire consumer wants and needs. But if I take a
look back, marketing is not starting from these two. Marketing is not starting
because of the demands from the consumer ability to pay. Marketing starts
because the consumer can’t produce what they wants and needs. It’s a big difference between CAN’T PRODUCE and CAN’T BUY. We can take an example of
shampoo. The people or next potential consumer, including me, can’t produce our
own shampoo because it is hard to produce it and it is more expensive to
produce it ourselves. We must know how to produce it by looking for the
ingredients and the process how to make it, and then we must prepare the
machine/ tools to produce it. Other reason is because we CAN’T DO ourselves
what we wants and needs. For example is when we want to cut our hair. I think
it’s very hard to cut our hair by ourselves so we need someone to help us. And,
the problem is, not every single person can cut the hair well in a good
hairstyle, so it is a good opportunity for the barber to create a business. So,
from these two factors of ”CAN’T PRODUCE and CAN’T DO,” we can conclude that the
main problem is because we can’t do all
in ECONOMIC WAY than we buy the product from the stores.
So, marketing does exist because
our INABILITY TO PRODUCE and INABILITY TO DO what we need and want ourselves. It’s
not just because our ABILITY TO PAY from the product that the business offer. These
factors are especially influenced by our inability to do that in ECONOMIC WAYS.
It’s more practical and economic ways if we buy the product/ service from the
business owner than produce/ buy it ourselves. Ya, sometime the people in
inland area like “Badui Ethnic” don’t need marketing because they can produce
and do what they want and need by themselves from the nature.
Today,
in tough and competitive world, so many brands have come up with the same
offering satisfying the needs and wants of the consumer. Their product offers
something that actually we don’t need/ want it, but they do something that make
us feel need/ want it. Yap, that’s another secret of the marketing. WE ARE
FOOLED BY MARKETING. This is the reason why I said that Marketing is
Controversial. For example, the cosmetics products offer many product lines to
taking care our face. There are from the usual things like facial tissue and
facial wash, until the day cream, night cream, moisturizer cream, facial
treatment, facial lotion, eye cream, eye serum, lipbalm, lipstick, and many
more. I just think that the consumer, especially women, using the entire
product to take care their face is very busy for just taking care of their
face. I have a very good story. One day, I conduct an interview for men by
giving a questionnaire about what is the personal care category that they use. I
was really surprised with one my friend named Afdol. He has a really bright
face seems like he use some of facial care products but actually he didn’t use
any of them, even a facial wash. Mostly of men are used at least just facial
care for their face. But, Afdol didn’t use any of those. While I asked about
what his secret bright face he said that he keeps being clean by taking a wudhu
(This thing is especially done by Muslim before going to do five-time prayers to
clean our body and minds, generally using water). Yap, actually marketing does
exist because we need/ wants a fast way to reach something. Actually if we want
to reach something, we must do that regularly. That’s create discipline and
finally create habitual that brings our character. What will you do if you have
a lot of money? Buying expensive stuff or saving the money or helping other
people? Or what will you do if you are hungry? Cooking your food yourself or
buying to the food stall yourself or having a food delivery? It depends on your
character to endure from marketing offers. Marketing is judging the character
of people.
So,
if I must explain more about marketing in this posting, I think it would never
ends. You can read another post about marketing from other sites. I just tried to
discuss another view of marketing in my version. Finally, by learning about
marketing, I am not easy to be fooled by marketing. Sometimes, I’m interested
some product/ service. But I feel I can endure it not to buy it because I learn
about marketing. Marketing just learn me about attitude, discipline, habitual,
self controlling, and many more. It’s about character.
Category Lectures, Motivation, Thought
