Analysis Of Marketing Is Everything

1270 Words 6 Pages
In the article Marketing is Everything, Regis McKenna, describes the transformation of marketing throughout the years as technology became more advanced, marketing has shifted to a consumer focus instead of a profit focus. As McKenna has stated, “Marketing has shifted from tricking the customer to blaming the customer to satisfying the customer. (McKenna, 1991)”. Although it may seem as though this phrase is an overstatement, it is actually demonstrating the growth of the marketing industry and their adaptation to meet the needs of the consumer. The fundamental perception of marketing is to “integrate the customer into the company, to create and sustain relationship between the company and the customer” (McKenna, 1991). This is a prime example …show more content…
McKenna’s marketing method produces numerous goals for a company by means of insisting for a more intimate connection with the consumers. Once forming a basic feedback analysis, an article which the author emphasizes as a key part of any outstanding marketing plan, the company is able to witness which products are complying with the customers and which ones are not, additionally, the company receives up to date statistics concerning the sale numbers. The experienced-based marketing factor is necessary to the entirety of the system because it allows customer response to be molded into the construct of a merchandise. For example, Apple Inc. gave out 100 sample systems to computer programming enthusiasts months before the release of the official Mac, just so that they could receive comments and feedback on the product (McKenna, 1991). Subsequently, the response Apple received from this customer focused activity helped them perfect where the software and hardware could be …show more content…
McKenna stresses the importance that having an up to date system which molds into the exact needs of the customers, however, this is very specific towards big companies who have the resources to afford such things while smaller companies with less money won’t be able to support this strategy and will be left in the dumps because of this. Without sufficient funds to enable this marketing position, small companies will eventually be dissolved. One other drawback to this modern day marketing is the key component of it, which is the honesty complex, the customers contributing their ideas can just as easily lie and work their way through the system. As an example, the companies McKenna listed, Pumpco and Gluco, one has an effortless return guideline while the other has a no questions asked one. The issue with this honesty system is that it makes it dumbly easy for customers to lie about information concerning the stability and appearance in order to make it profitable for

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