Archive for the ‘for the market’ Category
For or Of -the Market
Currently company will only survive whenever company can delivers what the market needs/ wants better than competitors. Tom Peters, in his book The Pursuit of WOW differentiate the paradigm and process how company understands markets. He sees 2 types of marketer, the one who doing something “for” the market and the one who being part “of” the market.
Marketing Planner and marketing textbook generally use the first approach – “for” the market, which depend on data collection and manipulation, and detached analysis. By this approach, marketing starts from research, followed by testing and end-up in creative communication. Marketing activities resulted from this approach heavily influenced by techniques, tend to standard / ‘less’ innovative initiatives, and serve what customer (currently stated) needs.
The “of” approach in contrary start from finding employees with out-of-the-ordinary views, cherish instinct and intuition, and dote on things that have never been tried before, and naturally is the part of the market. While other company busy to understand what market’s need, this company innovate something based on hidden need. Because the process is creative, the approach is less transparent – thus the “for” approach usually employed by entrepreneur which tend to “create” the demand.
We can see the differences by comparing Sony and Apple for what they deliver to satisfy customer’s ears for music. Apparently these 2 approaches live well, and able to success the company.
Note: “for” approach answer why entrepreneur without formal marketing plan succeed!
