The Real Role of Marketing – Malcolm McDonald – Oxford College of Marketing

The Real Role of Marketing – Malcolm McDonald – Oxford College of Marketing


Very often people say you’re a professor of
marketing they want to talk about Branding and i say no tell me about your
market first tell me about how your market works tell
me about where your position is in that market against your competitors tell me
about the segments in the market only then can you start talking about
branding but no everybody wants to talk about branding don’t they because it’s the nice
fun bit of marketing isn’t it you’ve got to look at where the eighty
twenty rulers in other words there are usually on a market map eighty percent of the decisions are made
by twenty percent of the junction points on there and it’s at those junction points which you
do the segmentation all the companies that i work with when they’ve done it they say malcolm
we’ve learned more from doing that market map than anything else we’ve ever
done in the history of our company first thing is what we call the mission
statement I don’t want to bore the pants Off you there other than to say if you
Got vapid words like delighting customers Or not polluting the environment i’m going to send me an email
and I will come and kill you It is vapid useless nonsense the quickest way to go bankrupt is to
delight your customers You can go bankrupt even quicker if you
excite them then we get to the dreaded swot
analysis that every student and manager in the world knows I’ve got to be careful on a video but i will tell you that if you look at
this i might as well tell you what that mnemonic means it means scientific my last wild arse guess that’s what it means most swot analyses i’ve ever seen in my
long long life have been complete nonsense i think i’ve already said to you if ever i
catch anybody in the world doing a swot Like that i’m gonna kill you it is about as useful as a bird of prey
with a squint i would say it’s probably as useful as an
ashtray on a motorbike everybody does them they’re taught in business
schools i don’t know why people write about them in books

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