Marketing Sense vs. Common Sense (Part 2/2) (Series 2)
May 28, 2011 
6 Comments
In the previous part of this cartoon, why not to use
“common sense” in marketing was explained.
Today, we’ll get it completely:
What is “Marketing Sense” and Why to use it?
Cartoon: Marketing Sense vs. Common Sense (Part 2/2)
Following script is enough to explain the idea, Marketing Sense vs. Common Sense:
Script:
Kimberly: So, if common sense is not the way to do marketing, what’s the right way?
Eric: “Marketing Sense” is the right way to do marketing! Marketing Sense is acquired through marketing education and experience.
Open Me (to read complete script)
Eric: Remember! Marketing is a discipline and its principles are learned.
Kimberly: Wow! That’s a great kind of sense. How can I get it?
Eric: After having marketing education and experience, marketer’s marketing sense know what to do instinctively, without actual evidence for it.
Kimberly: Aha! How will we know that one is using his marketing sense, not common sense?
Eric: To explain marketing sense versus common sense, let me ask a few questions.
Kimberly: Sure! Go ahead!
Eric: Would you like to use your “famous” brand name to launch a new brand to capture market share quickly? In marketing, it is called “line extension.”
Kimberly: Of course! Who’s on earth doesn’t want to use the famous brand name? I’ll do line extension to save on cost, increase sales and shelf space.
Eric: That’s common sense. The opposite is true in marketing. Marketing sense says, NOT to use famous brand name to support a new brand.
Kimberly: I see! But line extension is an easy way out. Launching a new brand requires time and resources plus a new idea.
Eric: Brand is built on its specialty. For example, if you want to buy shoes. Which type of store would you like to go? A store, like this one, that sells everything? Clothes, watches, belts, cosmetics and shoes. Or store that sells ONLY shoes?
Kimberly: I’ll prefer to buy from special shoe store! As they know more about shoes than anything else.
Eric: You’ve got your answer; you’ll prefer to buy from store as it is known for only shoes. The store has NO line extension.
Kimberly: So, that’s how marketing sense is different from common sense. I hope I’ll keep on learning marketing in greater detail in coming meetings.
Did I miss something? Got ideas what more I could explain? Any suggestions, comments or questions? Let me know in the comments below! I would love to hear from you.
I read every single comment!
More From Kamil
- Marketing Sense vs. Common Sense (Part 1/2)
- What is Marketing?-Secret Definition (Part 2/2)
- Online Marketing Mastermind- Announcing New Series!
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