Reading: Marketing in Action
Marketing is all around you. Whether you realize it or not, some aspect of marketing is likely at work in each of these activities.
In the following scenarios, consider the lengths to which marketers go to identify, satisfy, and retain you as a customer. See if you can draw examples from your own experience that demonstrate marketing in action.
Scenario #1: Life on the Streets
You’re walking down an urban street and, on impulse, you head into a trendy-looking clothing store. Right away, you pick out the obvious signs of marketing: shop signs, posters, window displays, sale notices, product displays, and brand names. Then come the less obvious, “environmental” things: the interior design, colours, aromas, the background music, announcer messages, the pricing structure, the way store clerks approach you–or leave you alone. All these details are part of a coordinated marketing strategy aimed at creating an ideal environment to separate you from your money. You may or may not be aware of how this is happening, but rest assured it is at work.
Scenario #2: Virtual Reality
Suppose you’re taking a short break from studying and doing a little online browsing—there’s news to read and social media to check. And you need to find a birthday present for your aunt. What kinds of marketing are ready to intrude?
Annoyingly, you have trouble finding the X to close a pop-up banner ad that has taken over your screen. But that’s not all.
Before you’re allowed to navigate to an article you want to read, you’re invited to take a “very short” user feedback survey. Back to your aunt: you head to Amazon.com to read a couple of customer reviews of the book you have in mind for her. Amazon recommends several other books, and one looks ideal. You compare prices at other booksellers, but Amazon beats them, so you place your order. In the end, you find exactly what you want, and it will be shipped that day. Thank you, marketing!
Scenario #3: In My Room
Now imagine you’re back at home, hanging out in your room. How is marketing invading your personal space?
In the privacy of your own home, the presence of marketing might seem less obvious, but it’s definitely there. Pouring yourself a bowl of cereal, you see the back of the cereal box is inviting you to enter a sweepstakes contest. When you check social media, a few ads slip by, even though you’ve installed a pop-up blocker twice. You decide to watch Peacock, which requires sitting through ads about other shows you don’t want to miss or products you need to buy. As you’re becoming more attuned to the presence of advertising, you start to notice how all the characters in your favorite sitcom are drinking Pepsi products. Is that just a coincidence? Probably not.
You look at the clock and realize it’s time to change for work. Opening your closet, you notice the logos on your favorite shirts. Not only do you love how those clothes fit, but you recognize an emotional connection: those clothes–and brand