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Nesa Posted 12 years ago
Business & Finance
Again paraphrasing!
Hi,
Here is a paragraph which I didn't understand the most specially the bold part:
Yet the majority of marketers have been unable to respond quickly enough to change. A lot of advertising is still based on old ways of defining markets – for example by pigeonholing target audiences into stereotyped categories. The reason is the innate conservatism in big marketing departments and simply that human beings are complicated – it is hard to understand our desires and motivations especially with blunt tools like focus groups or software that can only crudely predict what we’ll buy next from the mess of data routinely collected on our shopping habits. Meanwhile, while marketing remains a soft subject, finance directors increasingly want hard proof that the money spent is worthwhile. Planning, advertising and commissioning market research is no longer enough. Marketing must be linked closely with business strategy and able to prove its contribution to shareholder value.
Regards,
Nesa
Here is a paragraph which I didn't understand the most specially the bold part:
Yet the majority of marketers have been unable to respond quickly enough to change. A lot of advertising is still based on old ways of defining markets – for example by pigeonholing target audiences into stereotyped categories. The reason is the innate conservatism in big marketing departments and simply that human beings are complicated – it is hard to understand our desires and motivations especially with blunt tools like focus groups or software that can only crudely predict what we’ll buy next from the mess of data routinely collected on our shopping habits. Meanwhile, while marketing remains a soft subject, finance directors increasingly want hard proof that the money spent is worthwhile. Planning, advertising and commissioning market research is no longer enough. Marketing must be linked closely with business strategy and able to prove its contribution to shareholder value.
Regards,
Nesa
Top answer
This paragraph simply lists some of the reasons that explain why marketing hasn't changed much lately. The reasons mentioned are: 1. innate conservatism in big marketing departments ( this just says that big systems are much less likely to change quickly than small(er) systems) 2.
- This paragraph simply lists some of the reasons that explain why marketing hasn't changed much lately.
- The reasons mentioned are: 1.
- innate conservatism in big marketing departments ( this just says that big systems are much less likely to change quickly than small(er) systems) 2.
- human beings are complicated (this basically means that marketing strategies are often way too simplisitic and that for humans a much more subtle approach must be employed) 3....
- blunt tools like focus groups and software (really, these tools can only help you estimate (very roughly) what people will buy but you''ll probably need much more than that to boost your sales).
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1 Answers
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This paragraph simply lists some of the reasons that explain why marketing hasn't changed much lately. The reasons mentioned are:
1. ...innate conservatism in big marketing departments ( this just says that big systems are much less likely to change quickly than small(er) systems)
2. ...human beings are complicated (this basically means that marketing strategies are
1. ...innate conservatism in big marketing departments ( this just says that big systems are much less likely to change quickly than small(er) systems)
2. ...human beings are complicated (this basically means that marketing strategies are
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