Transformer of Marketing (Part Two)

An expert in an entrepreneurship class taught me decades ago that marketing involves all aspects of modern human life and this is the essential of marketing philosophically. It’s really more than a business proposal or branding attempts on making more valuable things to be producible, saleable and buyable or interchangeable in its original sense. I asked her for further understanding as I did not get it and I had never read it on marketing textbooks before.

She asked me if I had a girlfriend and I said,” Not yet…”. She ordered me to check my appearance in the toilet mirror and to go to her office in the front room. I had to meet a girl there. I was just allowed introducing my name and asking the girl to be my girlfriend. The girl responded it by calling the security...

The security brought me back to the classroom. I felt so shamely, my guru asked me to sit down on my chair. Then, she talked to the security ordering the girl to meet her in the classroom. The girl came in minutes and they talked for a moment. The guru waved her hand to me to get closer. The girl was surprised staring at me. I walked slowly and tried feeling innocent.

My guru announced to the classroom that we would go to attend a grand opening of a central trading house on the night. She told me that the girl would be my companion there. The girl nodded at me with her sweet smile...

As soon as the class dismissed, my guru called and told me that she just tried to answer my question about how could marketing make a change in our life. She got me well, but I had an unforgettable and precious experience on her marketing philosophy.

A decade later, I learned on market research and marketing from other expert under Swisscontact facilitation. He was a lecture and a textbook’s writer for the lesson. I was taught about how to create a marketing plan which supported by other and statistical analyses of market research on a product using SPSS computer program. I also learned how to quantify a qualitative data for statistical application.

Relating to the transformer of marketing, I want to highlight about marketing mix which is important in star model as we have reviewed on the part one. I mean that the fourth point needs a stronger plan to grab by a newborn business before starting-up.

I have developed my own version on the marketing mix. It applies 3P standing for Powering, Packing and Positioning. I adopted it from the Petri net (Tokens- Arcs-Transitions) or simply as a shooting process (Load – Aim – Fire).

This marketing mix involves all stake-holders and these stake-holders are the sources of power as well as they are the benefit takers in the business cycle … therefore the competitors’ power is included in this sense. Careful considerations are needed to define the influencing factors on power of each stake-holder. Statistical computer programs like SPSS and many financial analyses can help us in this way.

As I have explained on my experience’s story above, I failed when I used name and myself as a pack of power to convince the girl. After my guru and the event entered the power packing… eventually the girl apologised to me for calling the security... I would not blame her if she had thrown her high heels...

Before taking the picture on the grand opening ceremony of Indonesian trading house in 1991, we were invited by the richest man in Asia personally and directly for his birthday celebration on the next week. I had never met him before.

On his birthday, he gave me a hug for coming and after the celebration agenda, he invited us into his office where his wife and children had been waiting for him and he introduced his family to us. Hence, our personal relationships developed beyond my dream. Through my guru and his powers I could meet the top- ranking leaders in my country like president and his ministers, most prominent conglomerates.

What I want to underline here is... marketing is very flexible. The newborns should find the right powers to boost the marketing plan in creating the delta-star transformation. Those powers can create many "gold" opportunities but they need to be packed and to be positioned very carefully at the suitable targets. So, don’t ever miss them...

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