I finally started my first college Marketing class this week! One of the first questions our teacher asked us was to “name something that didn’t have any marketing in it”. Then another student would have to find how marketing really does effect it.
What was the point of this? To prove that marketing is everywhere!
Every pen you pick up, every door that you use or even where you park has some hint of marketing in it. Why did you choose that pen? Was it the grip? Or, the way it writes? How about the color? The design of this pen was inspired by BIC’s (for example) consumers. Consumers were looking for a pen that was comfortable to write with for long periods of time, writes well, and is a pretty and hip color. BIC discovered this through there market research. Then, BIC created just that, told their customers about it in an innovative way and made it available. This is when you and I went out and purchased the pen.
How about the door? The designer choose to put that particular door there for a certain reason. Maybe it was random but he/she definitely wondered at one point or another “where are my customers going to want to enter?” There is an actual whole science behind how stores are set up and the positioning of each and every bit of it. This also applies to the parking lot. Where should each space face and how much room is needed. This depends on the “type” of customer, what types of cars they tend to drive and if they are good drivers or not.
I am reading a book about just that now called “Why We Buy: The Science of Shopping” by Paco Underhill. If you get the chance I definitely recommend reading this one.
What I am trying to get at is that marketing has an incredibly large influence on the world we live in and what we do.
Now I want to play the same game that I played in class (the one I told you about at the beginning of this post). Give me an example of something, anything where you think marketing has no influence. In response, I will try to point out how marketing has efected it.