Juan Camilo Gómez - Marketing Assingment 201423604

Marketing Assignment

a) The three main products Malcolm Gladwell uses in explaining choices and
happiness are Pepsi, sauces (Mustard and Spaghetti sauce) and coffee. With the
first product he explains the notion in which we usually mislead our interpretations
when analyzing data and consumer insights. We often do not address the question
correctly; we suit our discovery in which is obvious and do not take into account the
complexity of human choices (needs and wants). With the second product he give
the notions of the different preferences consumers have when ranking a certain
product. Broadly speaking, they are underlining needs and wants with each offering.
We need to realize that we cannot always explain what we want, deep down. This
brings the concept of horizontal segmentation. There are no good or bad products.
There is no perfect coffee or imperfect coffee. There are only different kinds of
products that suit different kinds of people. There is a democratization in our tastes.
In embracing the diversity of human beings, people will tend to feel more satisfied
with a certain product.

b) What we learn about these examples on consumer behavior is that there is much
more diversity in consumers spending patterns, choices and decisions, than we
really think. Normally, people will go for the product that he or she perceives as
“better” under the criteria they have. Nevertheless by taking into account consumers
diversity we can see that their behavior does not follow that principle. They do not
go with the “better” option but with the product which you would tend to identify
yourself with. The product that is more close to your taste, even if that product is
seen as unpopular o “bad” by the general public. There is no “best” product;
consumers choices and preferences will always change and so its behavior should
be addressed more horizontally.

In terms of marketing strategy and segmentation, we learn that there are much more
room for placing a product than we thought. In general we think that market is already
satisfied with the set of offering because they are perceived as “better”, but the truth
is that most markets do not include an inclusive perspective that assesses consumer
diversity the way they should. Marketers should always consider under their strategy
the different preferences and segments that are not as visible as the “usual” ones.
The strategy should focus on horizontal segmentation and an always adapting
strategy. There are no universals and human diversity will tend to make the offerings
more or less demanded. Marketers should always be ahead on forecasting cultural
trends and values in order to respond effectively to all environmental forces acting
upon the market. It is no static.

In terms of market research; when looking for insights we should always see the
underlining needs and want, and assume that the consumers preferences are
always changing. You cannot just ask what do you want in a product/service if the
consumer has not teste other options before. There are always intangible variables
that will skew the correlation between consumer choices. For example, there was
not a straight correlation when Moskowitz asked what was the preferred amount of
sugar in a Pepsi. On plain sight this will be seen as not conclusive. But once, you
Juan Camilo Gómez - Marketing Assingment 201423604

include the idea that perhaps consumers are responding not to one tangible variable
but to much more larger need. You can see and attend more correctly that market.
You can see it is a problem about tastes and the diversity as such, and that humans
will not tend to go for the presumably “better” option. Market research should be
consistent on the concept of democratization of products/services and try to get
insight in terms of preferences taste, and basically what builds up fundamentally a
person. There are qualitative information that is commonly overseen and not
attended. One market research, assess the complexity and adaptative dynamic of
the human mind and behavior, it will be much more closer to bring stronger and
better insight for the strategy proposed.

c) What Malcolm means by “platonic choices” and universals is the way in which
people, often producers stick to the idea of “this is the way it ought to be.” In order
words, the search for one way to treat all of us. For example, when it is conceived
that there is an only way to satisfy a type of market. One might think that as
developing an offering as much as you can, you will gain more market share ore will
satisfy the consumer in a better way; this because we think there is a perfect way in
which al consumer will feel greater satisfied by one single perfect way to make that
product or by the notion that one idea or strategy, since is very tantalizing, will lead
to everyone linking it and purchasing it. Nevertheless, Malcom shows us that people
will be best served as a whole if you consider human variability and preferences.
Even though one offering is “better than another it does not mean it is better suited
for all types of consumer. Some consumer will value some features more than
others, and will choose to go a different way even if there are universal truth
underlining the offer.