Response to Drew's Post

Drew brings up an interesting point regarding a product that is marketed and advertised as amazing and turns out to be a piece of junk.  This type of product would be subject to negative word of mouth publicity.  I often try products if someone recommends them to me, and deliberately avoid those that I have heard negative comments about.  An example of this type of publicity is when purchasing items online.  Often, the product has a rating by users and comments underneath.  I am an obsessive comment reader because I relate to "real" people who aren't trying to make a profit off my purchase.  So if I was thinking about trying our some new shampoo, I might look it up online.  Then I might see that Drew made a comment about how it makes your hair smell like rotten sushi.  I doubt that the customer value proposition of the sushi shampoo would claim to have a displeasing stench.  The discrepancy between what the company had promised and what Drew had experienced would affect both the customer value and the customer satisfaction.  Also, his word of mouth advertising would negatively affect the company because the potential customer decided to go elsewhere.    

1/29/13 Question

Question: Can the marketing concept reach a point of diminishing returns?  That is, is there a point at which marketers can offer too much choice to too many consumers (try to satisfy too many needs/wants), or is the proliferation of product choices indicative of successful implementation of the marketing concept? 

A vast variety of choices for the consumer indicates a successful implementation of the marketing concept.  By the time  products hit the shelves, those products have already been scrutinized and researched and developed.  Even a product that flops will provide a learning experience for those marketing team members,  helping them to focus on discovering exactly what modern customers want and need.  Also, a variety of options appeals to most customers and could persuade them to buy more than they even knew they needed.  Take the beauty industry, for example.  I am a 21 year old female.  My hair is dry and color damaged.  When I go to the grocery store to pick up shampoo,  I can easily find shampoo that has a label reading "For DRY and COLOR DAMAGED hair".  Now I feel special, because this particular shampoo brand is looking out for me and my individuality.  Then I notice that next to this very special shampoo is some very special conditioner (also made just for me) and next to that is extra-super intensive conditioner for dry hair(I need that too!), leave-in conditioner for color damage (need it), super shine serum for frizzy hair due to dryness (hm, I didn't think of that.. They have a good point, I'll get that too!) and much, much more.  Suddenly,  my anticipated $3 bottle of shampoo just quadrupled, and I go home hopeful for a magical hair transformation.  (I'm still waiting.)  Through all that nonsense, I do have a point.  The more products available  the more the consumer can discover and tailor to their particular needs. (Happy Customers.) The more products available  the more money companies stand to make who provide good quality products paired with good quality marketing. (Happy Manufacturers.) 

Professor Johnson's Blog, with access to the student master list.  http://mo-blog-kjohnson.blogspot.com