Category: Marketing

The philosophy behind marketing has been evolving over time, adapting to the surrounding economic and technological structure. Of course, some industries will remain laggards, while others will be more advanced in their progression. This is a general guide as to how marketing has changed. First Era: Product Focused “Build it and they shall come.” In…

Have you ever dreamed of staying in an ice hotel, or perhaps sampling exotic delicacies like balut or Casu Marzu? While these experiences might not be on everyone’s bucket list, there’s a fascinating reason why they captivate so many people. Keinan and Kivetz (2011) argue that consumers often approach unique experiences as collectibles, much like…

The Customer Pyramid Explained The Customer Pyramid (Zeithaml, Rust & Lemon, 2001) is divided into four tiers: Platinum, Gold, Iron, and Lead (though we will focus on the top three tiers and the Lead equivalent). Each tier represents a different level of profitability and customer value. Maximising Profit Margins for the Top Tiers For customers…

Too often, marketing is framed as the art of getting people to buy shit they don’t need – promoting consumerism and materialism. They do this with a mix of slick charm and lies about the efficacy of their products. While there are dishonest, conniving salesmen trying to pawn off inferior products on unsuspecting customers, these…