RE: revolting until marketing comes of age - replies
to Doc and
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Matrullo, Thomas
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Oct 18, 2000 13:58 PDT
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The "tax" is more than monetary - the producer has smuggled into the price
equation the cost of misleading the consumer. The consumer is a consumer to
the extent he consumes his own cognitive annihilation. Taxing indeed.
http://tom.weblogs.com/discuss/msgReader$160
While I agree with the spirit of change you describe, I'm not sure I want to
be in the center of that 21st cent. table. A bit too much of a target
surrounded by shooters (all of whom probably P&G in disguise).
How does one change the price equation, unless the entire chain of collusion
and delusion is disrupted?
Tom Matrullo
Regional Managing Editor
www.InSarasota.com
(941) 342-2136
fax: (941) 379-2132
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| | -----Original Message-----
From: Chris Macrae [SMTP:wcbn-@easynet.co.uk]
Sent: Wednesday, October 18, 2000 4:04 PM
To: cluet-@topica.com
Subject: [cluetrain] revolting until marketing comes of age -
replies to Doc and
yes ok Tom ...I'm not a good judge of subtlety, however
in language I'm comfy with : the 20th C industry value chain meant that
the
poor bleeding consumer paid the tax of every player in the industry - in
Washington DC I pay not just for P&G's branding of say pampers, but
Giant's
(P&G's customer's marketing - everyday high pricing so there can be 30 per
cent off once every 8 weeks) etc, joint added cost marketing like coupons
(you know the cost of couponing in most categories is more tha ever gets
redeemed) and so on
sometime in the 21st C value web, the consumer (or cooperative
representaive of such)sits in the centre of the roundtable being served by
all these players, seeing all the cost and profit info, never again being
at
the end of the tax chain, never agian being the least listened to part of
the conversation, but if and only if we get active as human beings imo
-sometimes something becomes so obvious, it is subtle or vice versa
anyway join the movement at http://www.egroups.com/group/firstconsumer/
chris macrae
----- Original Message -----
From: Matrullo, Thomas <tmatr-@comcastpc.com>
To: <cluet-@topica.com>
Sent: 18 October 2000 13:04
Subject: RE: [cluetrain] revolting until marketing comes of age - replies
to
Doc and
| | The thrust of some of these distinctions, according to parts of this
|
thread,
| | is not subtle. It goes beyond semantic nuance to structure - having to
|
do
| | with the differences between hierarchy and peer parity, between being
|
talked
| | with or shipped to, between conversations and firing squads, between
|
being
a
| | dupe who pays for the production of his own ignorance, and a customer
|
who
| | knows what he/she is getting.
| | -----Original Message-----
From: crai-@aol.com [SMTP:crai-@aol.com]
Sent: Wednesday, October 18, 2000 11:58 AM
To: cluet-@topica.com
Subject: Re: [cluetrain] revolting until marketing comes of age -
replies to Doc and
In a message dated 10/18/2000 11:23:20 AM Eastern Daylight Time,
do-@searls.com writes:
<< Is a human being who shops more consumer than customer?
Are large numbers of shoppers consumers by definition?
I'm wondering about the language issues here. >>
ahhhhh, it always boils down to semantics, doesn't it? <g> ... I would
suggest:
SHOPPER = a potential customer, someone who has shown interest but has
|
|
not
| | | |
yet entered into a transaction
CUSTOMER = a shopper who has moved from financially passive to
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|
financially
| | | |
active by entering into a transaction to obtain the product in
|
|
question
| | | |
CONSUMER = a customer who has entered into multiple transactions to
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|
the
| | | | point
where that transaction volume puts them into the top (pick a number --
20?)
percent of customers for that product.
Actually, 20 is a probably a good number: Feeds into the ever-popular
80/20
rule, and dovetails with notions like this week's Business Week cover
story
on customer service: Think of a company that concentrates on the 20
percent
of their customers who are *consumers* ("we gotta maximize lifetime
value!").
Meanwhile, the other 80 percent of (increasingly web-savvy) customers
|
|
are
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