The Break Up!

I came across this video that shows the relationship between an advertiser and a consumer. They’ve agreed to meet in a restaurant. The man’s feeling perfectly happy, until the woman makes a painful announcement: she wants a divorce. In the course of their conversation she makes it clear to him why she is leaving him. And he makes it very clear that he doesn’t have an empathic bone in his body. At the end of the movie the woman walks away disappointed but determined. The advertiser stays behind alone.

For those of you who come from a marketing background would understand why there has been a shift in marketing. The four Ps (product, price, place and promotion) became the four Cs (customer satisfaction, cost, convenience and communication).

What I have learned through my research and the business unit of one of my courses is that marketers have a new approach. It’s not about needs but the ability to convince the customer that you are fulfilling a need that they already had. Listening to your favourite music in the living room is not enough, we want to continue listening to it once we leave the living room and iPod fulfills that extension of need. Enjoy the video:

~ by Afzal Huda on November 8, 2007.