Portland State University
Marketing Malpractice The Cause and the Cure
hristensen, Clayton M., Scott Cook, and Taddy Hall. "Marketing malpractice."
vol. 83, no.12, pp. 7483, 2005.]
READING BRIEF #2:
Prof. Shimon Shmueli
Page 1 of 4
Portland State University
This paper by Christensen, Cook and Hall is a mock up marketing customs and practices that are ...view middle of the document...
that such attempt can influence the improvements in the product for future reference. It states that companies
need to segment the market by job rather than by categories of customers, in order to get maximum market
share. Extending the need of focus on customers and jobdefined services, the article introduces concept of
‘Purpose branding’ via achieving a brand purpose. article identifies that building a brand, tied by a
purpose can guide customers to have the right product. Furthermore, it guides the marketer to elevate the
features and functionality of product more relevant to the job and thus
strengthen the brand equity over time
The paper cites two different examples where 1. Kodak used ‘purpose branding’ i.e. targeting a job the
customer would want to accomplish with a product they can provide : a singleuse camera and a digital camera
that made picture sharing, an effortless task and 2. Arm & Hammer, who were able to see that the customers
were actually using their product to accomplish tasks over and above the purpose that the baking powder was
intended for, eg. with toothpaste, cleaning carpets etc.
Speaking of ‘extending a purpose brand’, the article argues that when a purpose brand is extended to products
that target different jobs, irrelevant to its purpose, it becomes an endorser brand responsible for the erosion of
the brand value. in last section as the focus shifts, the authors have explained the role of advertising.
According to the article advertising brings out the value of the product to the intended audience and makes it
clear that the enhancements in the product are relevant to the job that the customers are wanting to accomplish
Lastly paper brilliantly concludes with the automotive industry as an example where none of the brands
stand out when the customer wants their prospective car to achieve one specific purpose, and the choice
between the various brands becomes very difficult.
KEY LEARNING POINTS
The article explains that marketers segment the market into categories and customize product to appeal to the
stereotype person in those categories but the stereotype might not be a good representation. Marketers should
look at what kind of tasks are the majority of users looking to accomplish, and then come up with products that
would help the customer accomplish the job more efficiently and easily, and at a price that would be
appropriate. Creating products or improving them in a way the customers don’t care doesn’t make successful
business. issue lies brand owners’ vague perspective of their brand purpose and amidst all the extensions
the unneeded launch to meet needs other ...