One of the reasons why there are few companies in the Philippines who invest in e-Commerce is due to the perception that it is just a business structure and has not yet explored the idea of e-Commerce as a marketing tool.
In Marketing world, "change is inevitable"...Positioning is a must.
Welcome to the inspiration business
* Inspiration is the reason we don't buy the everything from catalog and the supermarket
* You either:
-Wait for it to happen (baby and co.)
-Chase after it (national bookstore)
-Cultivate it others (aloha Board sports)
-Create it yourself (Hermes).
Well then, what is marketing really?
*a way to make people buy from you who ordinarily wouldn't?
*a way to shout down your competitors?
*a way to make your offer appear more valuable than it really is?
*a way to help people find inspiration in your brand and its products?
The Illusion of Retail
-Thought Experiment:at the mall
-how can we base a retail system on accidental discovery?
-what does it take to try something new?
Can you cause chocolate to outsell the champion with an email?
-Can a chocolate doughnut have social value?
Only if it is given as a gift from one PERSON to another.
-Conventional Promotion are not GIFTS.
-they are incentives for a customer to come in and possibly make a purchase.
-they are a communication from business to potential customer
-they have no social value
-in fact the implied purchase obligation makes many uncomfortable.
As a marketing major student we should learn and believe the fact that creating marketing programs that socially empower people, causing them to share your brand to others.
In Marketing world, "change is inevitable"...Positioning is a must.
Welcome to the inspiration business
* Inspiration is the reason we don't buy the everything from catalog and the supermarket
* You either:
-Wait for it to happen (baby and co.)
-Chase after it (national bookstore)
-Cultivate it others (aloha Board sports)
-Create it yourself (Hermes).
Well then, what is marketing really?
*a way to make people buy from you who ordinarily wouldn't?
*a way to shout down your competitors?
*a way to make your offer appear more valuable than it really is?
*a way to help people find inspiration in your brand and its products?
The Illusion of Retail
-Thought Experiment:at the mall
-how can we base a retail system on accidental discovery?
-what does it take to try something new?
Can you cause chocolate to outsell the champion with an email?
-Can a chocolate doughnut have social value?
Only if it is given as a gift from one PERSON to another.
-Conventional Promotion are not GIFTS.
-they are incentives for a customer to come in and possibly make a purchase.
-they are a communication from business to potential customer
-they have no social value
-in fact the implied purchase obligation makes many uncomfortable.
As a marketing major student we should learn and believe the fact that creating marketing programs that socially empower people, causing them to share your brand to others.
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