Is Marketing Really Common Sense?

Hello, this is Zeubie again.

I wasn't sure what to blog about today. When I went out for a pee earlier, I barked at a few dogs I know and we talked about some of the ridiculous marketing we see everywhere. My doggie friends and I keep hearing that good marketing is supposed to be nothing more than common sense.

I dunno. Some companies are having trouble selling their products and they have no clue as to why. For example, a certain North American automobile manufacturer says there is no market for fuel efficient cars. Their answer to turning around their company financially is to make more large trucks and SUV's and subsidize the gas they guzzle for a year. Huh? Meanwhile, a couple Japanese car manufacturers cannot keep up with the demand for hybrid vehicles and are posting record profits. People are even on waiting lists for SmartCars too (they are cute like me!).

So, how did the North Americans determine there was no market for fuel efficient cars?

Some companies have no clue what a customer wants... or maybe their marketing executives secretly know what their customers want to buy? It seems like they don't know what a customer looks like because they've never spoken to one. I guess that's what happens when one sits in the ivory tower (or cottage) and doesn't get out much.


I also understand that companies need to advertise in places where their customers will notice what they are selling. I know of a few high tech companies that advertise in art galleries and museums. Do their customers really go there to see their advertisements? Oh yes, they love the software advertisement next to the Monet...

I think a company needs to ask their customers what they want - and sell that to them. And ask them what periodicals they read and the places they hang out. Advertise there. There is no secret to successful marketing and sales - it is nothing more than understanding your clients' needs and serving them.

I guess common sense isn't really all that common anymore...