“Mad Men” Provides a Market Concept Tutorial on Television Each Week

The hit television drama “Mad Men” recently began its third season to rave critical reviews and spectacular viewer ratings. The program, which is focused on the professional and personal lives of the associates of a New York City advertising agency in the early 1960’s is a magnetic period piece, featuring the fashion, lifestyle, dalliances and social interactions of a diverse group of contemporaries employed by the Sterling Cooper Agency.

The pace is languid, but the viewer is drawn to the varied storylines that weave together the pursuit of professional achievement and the wildly divergent private lives that the agency’s employees live out in each episode. As a marketing consultant by trade, I am particularly drawn to the near classic client case studies that confront the staff of Sterling Cooper in each program. The use of real product and corporate identities adds significantly to the realism of the series. Lucky Strike, Proctor & Gamble, American Airlines, Schraft, Campbell Soup, Playtex and Heineken Beer are only a few of the famous corporations and products that provide vexing marketing problems for the team to solve each week.

In particular, I am impressed with the stoic, incisive, probing mind and problem solving that the agency’s Creative Director, Donald Draper, continually produces to soothe client relations or gain new business for the firm. For product marketers, Draper’s resolute search for answers, and his ability to simply, and clearly convey fresh, strategic guidance provides an excellent study in the practice of early Market Concept theory.

Before the middle years of the 20th century, marketing was considered a backwater of business study. Manufacturers had adopted a “sell as much as you can” strategy which did not recognize the reasons individual purchases were made or the importance of building consumer and distributor relationships. The Market Concept theory, which came into popular use in the 1950’s and 1960’s, suggested that the producer should FIRST know the consumer or buyer of a product, research what they want, and only then, design, produce and market the item to fulfill that well researched need. This was the reverse of prior beliefs that simply producing a product would drive sales.

Market Concept acceptance lead to a rapid expansion of study and research on consumer preferences. Demographics, target audiences, focus groups, test marketing, branding, product loyalty and sales models all became important tools for product marketers to utilize when introducing new goods and services.

Donald Draper is a master at practicing the art of Market Concept. In a recent “Mad Men” episode for example, he was faced with a recalcitrant Heineken Brewery management team. The famous Dutch brewer was not present in the American market in the 1960’s and believed the brand could only gain a foothold through tavern sales of draft brew. Draper astutely sold the idea that a test market, in select exclusive neighborhood supermarkets, supported with end cap displays, premium pricing and co-marketed with upscale snacks, would drive sales by appealing to housewives desire for a more exotic product.

The test confirmed the assumptions that Donald Draper had identified in his analysis of Heineken’s problems. As a draft product sold in taverns, it was just another beer, a commodity. By targeting housewives, trend makers, the beer could be positioned as an upscale offering, different from competitors, more desirable and exclusive. Heineken enjoys this market niche to this very day.

Each episode of “Mad Men” offers a broad palette of the business and personal foibles of the 1960’s. Lots of sexual escapades, drinking, chain smoking, infidelity, professional jealousy, competitiveness, insecurity and deeply buried personal conflicts are necessary elements of the storyline. However, the opportunity to see a marketing master at work each week is another great reason to spend an hour on Sunday evenings with Donald draper and “Mad Men”.

Six Video Marketing Concepts on Driving More Traffic to Your Website

Video marketing is one powerful tool that you can’t miss adding to your Internet marketing arsenal. It is because search views in YouTube and other video websites increase in thousands each day that you should take advantage of this opportunity. Video is a sure fire way to get your website, products or services the attention they deserve in the World Wide Web. Here are a few video marketing concepts that you need to know before embarking on this type of Internet marketing campaign: 

1.      The Basics Involved in Video Marketing

Before getting too excited regarding how to use videos in driving more traffic to your website, you first have to know some basics which will form the foundation of your Internet marketing campaign. Video marketing concepts such as creating your own account in video websites such as YouTube is a must long before you can create a heyday of website traffic.

2.      Creating Your Own Video

Most people think that the video marketing concept such as making videos is rocket science, but actually it isn’t. There are many easy ways to record your own video, make a PowerPoint presentation, and using any movie maker software available to finally create your own video masterpiece in a jiffy. Never forget to write your brand or website on your own videos so as to avoid it being stolen. This is also to ensure that more and more people recognize your brand so as to drive more traffic to your website.

3.      Writing Content For Your Video

Writing effective content for your video is another indispensable video marketing concept to take note of. This creates an edge to your Internet marketing campaign as you will help more and more people understand what you are trying to deliver. Content in videos is also highly subscribed by people than the usual written article. Another thing to take note of in writing content is that you should include keywords to make your video highly searchable.

4.      Posting Your Video

If you are already confident with the video that you have created plus the content you have written on it, then it is about time that you release it to the World Wide Web through free video posting websites such as YouTube, Metacafe, DailyMotion and more. Remember that you must post it in as many video websites as you can to gain more coverage in traffic, if you are posting to only You Tube, you are missing 25% of the market and it can be done with less work then posting on You Tube. This may seem like the last video marketing concept that you should know, but actually there is more.

5.      What to Do After Posting Your Video

After posting your video, another video marketing concept to take note of is that you should track the progress of your videos. All of your hard work will go to waste if you don’t update yourself on how your videos are doing.  

6.      Learning From the Experts

There are still so much more that you need to understand about video marketing concepts. You no longer need to guess in the dark anymore as all of the dirty work has been done for you already. You need an expert who knows video marketing the best. So go grab your very own intensive course on video marketing concepts as this reveals the secrets to truly becoming a successful video marketer.

Decadent Chocolate Marketing – 5 Flavors of Decadent Marketing Concepts for Chocolate Lovers

What does chocolate have to do with marketing? Everything! Don’t you know that rich wealthy flavor of chocolate is addicting and once you gain addiction levels with marketing, your product can’t be resisted.

Have you ever experienced something so incredibly decadently wonderful you had to eat it again, go there again, or just experience it again? Have you ever seen a picture or a word ad and known you had to go wherever you had to go to get what was in the picture or the word ad? It’s the decadence that brings you into an emotional connection with the object.

Flavor #1

Enticement. The lingering essence of sucking a buyer into your fold for purpose of selling them product or services. When you use enticement marketing, you draw the customer in by giving them a sensual experience that brings them joy. Have you ever seen a succulent orange with juice spurting from each bite? You can’t resist, you must have some of that orange.

Marketing Concept: Appeal to their View of Delicious

Flavor #2

Stimulating. The ability to stir up action from a distance making an appeal to senses that results in clear cut gravitational pull. When you awaken in the morning to the bitter aroma of coffee perking, you feel a desire to awaken and find the aroma. You can’t resist the aromatic enticement of a stimulating cup of coffee.

Marketing Concept: Appeal to their Sense of Desire

Flavor #3

Magnetic. The compulsive appeal that lures your customer to your corner of the market and keeps them coming back for more. When you bite into that orgasmic cappuccino brownie and taste the decadent wealth of flavors melded in sweet accord, you hear angels singing, the trumpet sounds, and you know you’ve just arrived at heaven’s glorious gates. You can’t resist another bite, so you order more, you keep them on hand, and you never allow them to disappear from your life.

Marketing Concept: Appeal to their Addictions.

Flavor #4

Loyalty. The power to enrich their lives and saturate their ultimate desires with fulfillment brings a customer back faithfully. When your customer realizes you have their best interests at heart and understands that all you do is for their benefit you create a sense of loyalty. Because you fill their needs and keep them happy, they love you, so they come back to you.

Marketing Concept: Appeal to their desire to be loved.

Flavor #5

Abundance. The wealth that transcends time with the supreme sense of prosperity and treasure. When you give them more than what they asked for, satisfy their craving for gifts, appreciation, and profusion, they remember that you satisfied their needs graciously and they come back for more. Because you gave more than they expected, they experience excessive joy and return for more of those good feelings.

Marketing Concept: Appeal to their desire for excess.

Are you ready to capture your market with decadent grandeur?

The Marketing Concept

During the 1960s, the term ‘marketing concept’ emerged. It was a ‘revolution’ because what can be considered as modern businesses have changed their strategies and the total activities of their businesses. William J. Stanton, Professor of Marketing at the University of Colorado stated:

“The marketing concept is based on two fundamental beliefs. First, all company planning, policies and operations should be oriented toward the customer; second, profitable sales volume should be the goal of a firm. In its fullest sense, the marketing concept is a philosophy of business which states that the customer’s want satisfaction is the economic and social justification of a company’s existence. Consequently, all company activities in production, engineering, and finance, as well as in marketing, must be devoted first to determining what the customer’s wants are and then to satisfying those wants while still making a reasonable profit.”

A marketing executive at the General Electric Company, one of the first companies formally to recognize and implement the marketing concept, emphasized the important role of marketing in a nice way when he said: “We feel that marketing is a fundamental business philosophy.” It is obvious that this definition recognizes the importance of implementing the philosophy of marketing’s functions and methods of organizational structuring. Although it must be realized that marketing’s functions and methods are not, in themselves, the philosophy.

But the best-known writer on the subject at that time was Professor Theodore Levitt of Harvard. He had this to say: “Every major industry was once a growth industry. But some that are not riding a wave of growth enthusiasm are very much in the shadow of decline. Others which are thought of as seasoned growth industries have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management. The failure is at the top. The executives responsible for it in the last analysis are those who deal with broad aims and policies.”

The excuses used for declining growth of the railroads, for example, were not because the need for passenger and freight transportation declined. That grew. The railroads were in trouble not because the need was filled by others like cars, trucks, airplanes, even telephones, but because it was not filled by the railroads themselves. The railroads companies let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry wrong was because they were product-oriented instead of customer-oriented.

Peter Drucker, the world’s leading writer on the whole field of management, says: “It is the customer who determines what a business is. It is the customer alone whose willingness to pay for a good or service converts economic resources into wealth, things into goods. What the business thinks it produces is not of first importance-especially not to the future of the business and to its success… What the customer thinks he is buying, what he considers value, is decisive-it determines what a business is, what it produces and whether it will prosper. And what the customer buys and considers value is never a product. It is always utility, that is, what a product or service does for him…. Because its purpose is to create a customer, the business enterprise has two-and only these two-basic functions; marketing and innovation. Marketing and innovation produce results; all the rest are ‘cost’. It is vital for every company regularly to ask this question ‘what business are we in?’ and to answer it in terms of what its customers buy not in terms of what it produces.”

More recently, Professor Peter Doyle has said that “Marketing-the task of seeing to provide customers with superior value-is so central that it cannot be seen as just another function alongside production, finance or personnel. The central task of management is to find better ways of meeting the needs of customers.”

source: http://en.articlesgratuits.com/the-marketing-concept-id1429.php