Marketing Malpractice­ The Cause And The Cure

1834 words - 8 pages

Portland State University

ETM 555/655

Winter 2016 

 
 

 
 
 

 
 
 
 
Marketing Malpractice­ The Cause and the Cure 
[C​
hristensen, Clayton M., Scott Cook, and Taddy Hall. "Marketing malpractice." ​
Harvard 
business review​
 vol. 83, no.12, pp. 74­83, 2005.] 

READING BRIEF #2:  
Dt­ 2/16/2016 

 
 

COURSE:  
ETM 522/622 
 
 

INSTRUCTOR: 
Prof. Shimon Shmueli 
 
 

PREPARED BY: 
 

Achala Kaushikkar 
 
 
 
 
 
 
 
 
 
 

 

Page 1 of 4 

Portland State University

ETM 555/655

Winter 2016 

ARTICLE OVERVIEW 
This paper by  Christensen,  Cook and Hall  is a mock  up marketing  customs  and  practices  that  are  ...view middle of the document...

 And 
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 
clear
The
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[1].  ​in  last  section  as  the  focus  shifts,  the  authors  have  explained  the  role  of  advertising. 
It 
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 
the
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
the unneeded launch  to  meet needs  other ...

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