This is ‘marketing’ as it should be done. Joe the master sales person recently appointed by Northstar Christmas Trees did a wonderful job.
Mr. Dagwood went to him with a need. He needed a Christmas tree. Joe created another need; the need of Joe to impress upon his family with a prized possession. Joe narrated the story in a very arresting manner and got the customer interested. He elevated the customer from a buyer of a tree to a buyer of an heirloom, and a connoisseur of relics.. In the process he sold the tree at possibly an exalted price and ensuring complete satisfaction. By the time Mr. Dagwood bought the tree, he was more interested in impressing his family with the fact that he had bought a thing that was so intimately connected to national history.
Joe deserves appreciation for his marvelous effort in providing the appropriate information to the buyer. He did not for once talk about the tree. He talked about its links with George Washington. In short he found out the need of the customer, worked upon the basic need to introduce the customer to a greater need that he was not aware of, presented the product in a way acceptable to the customer, sold the tree and satisfied the customer.
But after all this eulogy, a line must be added to alert the reader. If Joe had cooked up the story and lied to the customer, then he should be taken to task because marketing under no conditions should be mistaken for fooling the customer. Fooling the customer is unethical. It might lead to instant profits but it is not ‘marketing’.
Contributed By:
Prof. P. Guha
(Globsyn Business School)
Cartoon Strip Source: The Telegraph
Mr. Dagwood went to him with a need. He needed a Christmas tree. Joe created another need; the need of Joe to impress upon his family with a prized possession. Joe narrated the story in a very arresting manner and got the customer interested. He elevated the customer from a buyer of a tree to a buyer of an heirloom, and a connoisseur of relics.. In the process he sold the tree at possibly an exalted price and ensuring complete satisfaction. By the time Mr. Dagwood bought the tree, he was more interested in impressing his family with the fact that he had bought a thing that was so intimately connected to national history.
Joe deserves appreciation for his marvelous effort in providing the appropriate information to the buyer. He did not for once talk about the tree. He talked about its links with George Washington. In short he found out the need of the customer, worked upon the basic need to introduce the customer to a greater need that he was not aware of, presented the product in a way acceptable to the customer, sold the tree and satisfied the customer.
But after all this eulogy, a line must be added to alert the reader. If Joe had cooked up the story and lied to the customer, then he should be taken to task because marketing under no conditions should be mistaken for fooling the customer. Fooling the customer is unethical. It might lead to instant profits but it is not ‘marketing’.
Contributed By:
Prof. P. Guha
(Globsyn Business School)
Cartoon Strip Source: The Telegraph
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