All Santas look the same. This is important to you if you're a marketer.
Lots of brands and markets splinter. We have markets with hundreds of different cell phone models, catalogs containing tens of thousands of different kinds of nuts and bolts. There are very few marketing examples of a natural monopoly.
The Bell phone system was a natural monopoly. Consumers benefitted from having one and only one phone system, so anyone could call anyone. The bigger it got, the better it worked.
Microsoft, for a long time, profitted from a natural monopoly on their operating system. Having the same system on every computer benefitted them as much as it benefitted the users. Google, of course, is now profiting from an ever more efficient and widespread operating system (the web).
But those are businesses, not marketing icons or brands. Santa, on the other hand, is the living logo of a holiday and an idea. And we don't want multiple versions. There are no real pretenders to the Nast/Coke Santa that show any sign of catching on, because the market benefits when there's just one icon to represent this idea--a key part of the appeal, even for rational skeptics, is that there's precisely one Santa and this is what he looks like.
Which is the lesson for marketers: If you set out to build an iconic brand/logo, your best opportunity is to find a story, a market and a process that works best when there's only one. They're easy to recognize when someone points them out to you: Harley, the Nobel Prize, the Super Bowl. Walter Cronkite, Oprah, Warren Buffet. Tiffany, Sand HIll Road, Heinz ketchup. These are brands we rely on not when we want to have an argument (Ford vs. Chevy) but when we want to know we got the right one, the only one, the best one.
Hard to build, a treasure to own. Don't forget to leave out some Tollhouse™ cookies.
~ Seth Godin
Marketing I
Selling process Flowchart https://drive.google.com/open?id=0B5212bXcDwG_SnVBNTRrZTBBUWM
Step through the Selling process for each example given:
Luggage: Corporate Executive Vs. College freshman
Handbag: High school student Vs. Fashion designer in NYC
Boots: Fisherman/Hunter Vs. College student living in the mountains
Cell phone: ABC Inc. purchased for sales reps Vs. 25 – 45 year old consumer
Car: 16-year-old male Vs. 50 year old male
Therapeutic Massage: CEO of corporation Vs. injured athlete .
.
.
Shipping rates
6.5% Tax Chart
Polo Clothing Alteration schedule
Flat rate shipping options
Paypal Fees
https://www.paypal.com/us/webapps/mpp/merchant-fees
2.01, 2.03, 2.06, 2.07, 2.08 Combo vocab -Next Tuesday
Ditto above Combo Scatter
https://quizlet.com/folders/21910662/scatter
Bonus Assignment: - Infomercial - Worth 10 points on a test
You (+ 1 max) can earn extra credit by doing an infomercial of an item in your house.
Specs:
<1 minute="" span="">
Title Screen
Clearly defined Product
Lots of Feature Benefit
Spokesperson/people
3rd Party Testimonials
Any Closing you would like
Video - uploaded to Youtube (you have a google account - you are fine)
You can edit in movie maker in any of the CTE LABS - not during school though.
HONORS STRATEGIC MARKETING
Vocab - Chap 11 - WednesdayStudy
Scatter/Match
Test on Thursday
Chap 8/9/10/11 + 1/2/3/19/5/6/7
60 Question ~ 10 each from 8/9/10/11 respectively
~ 3 each from the rest
Idea Generation
Lead time charts - look up on line
two days, thinking caps required
OCE - Aldi's
Issued Oct 28 in class.
Due: Nov 14th beginning of class....must be typed, with pic, etc. Best you ask if questions
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