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diff --git a/zarb-ml/mageia-dev/20101003/000687.html b/zarb-ml/mageia-dev/20101003/000687.html new file mode 100644 index 000000000..4e1c2ed1f --- /dev/null +++ b/zarb-ml/mageia-dev/20101003/000687.html @@ -0,0 +1,189 @@ +<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 3.2//EN"> +<HTML> + <HEAD> + <TITLE> [Mageia-dev] Identifying Target Markets + </TITLE> + <LINK REL="Index" HREF="index.html" > + <LINK REL="made" HREF="mailto:mageia-dev%40mageia.org?Subject=Re%3A%20%5BMageia-dev%5D%20Identifying%20Target%20Markets&In-Reply-To=%3C4CA811D4.5090701%40laposte.net%3E"> + <META NAME="robots" CONTENT="index,nofollow"> + <META http-equiv="Content-Type" content="text/html; charset=us-ascii"> + + <LINK REL="Next" HREF="000688.html"> + </HEAD> + <BODY BGCOLOR="#ffffff"> + <H1>[Mageia-dev] Identifying Target Markets</H1> + <B>andré</B> + <A HREF="mailto:mageia-dev%40mageia.org?Subject=Re%3A%20%5BMageia-dev%5D%20Identifying%20Target%20Markets&In-Reply-To=%3C4CA811D4.5090701%40laposte.net%3E" + TITLE="[Mageia-dev] Identifying Target Markets">andr55 at laposte.net + </A><BR> + <I>Sun Oct 3 07:17:08 CEST 2010</I> + <P><UL> + + <LI>Next message: <A HREF="000688.html">[Mageia-dev] Identifying Target Markets +</A></li> + <LI> <B>Messages sorted by:</B> + <a href="date.html#687">[ date ]</a> + <a href="thread.html#687">[ thread ]</a> + <a href="subject.html#687">[ subject ]</a> + <a href="author.html#687">[ author ]</a> + </LI> + </UL> + <HR> +<!--beginarticle--> +<PRE>Graham Lauder a écrit : +><i> On Friday 01 Oct 2010 20:37:52 Wolfgang Bornath wrote: +</I>><i> +</I>>><i> 2010/10/1 Graham Lauder<<A HREF="https://www.mageia.org/mailman/listinfo/mageia-dev">yorick_ at openoffice.org</A>>: +</I>>><i> +</I>>>>><i> The families: if the kid wants a computer then either Dad buys a new +</I>>>>><i> one and the kids get the old, or they buy a new one but mom has no +</I>>>>><i> say, it's either Dad or the kids because the parents don't know +</I>>>>><i> anything about computers. +</I>>>>><i> +</I>>>><i> Nonsense, It's interesting I know quite a few German families here in NZ, +</I>>>><i> perhaps that's why they migrated, so the wife could make the majority of +</I>>>><i> the purchasing decisions. ;) I'm afraid that your impressions fly in +</I>>>><i> the face of all the real marketing intelligence. Dad or kids buy the +</I>>>><i> computers because Mum has been left out of the demographic, typical +</I>>>><i> given the number of women in the industry, but target that demographic +</I>>>><i> and Mum becomes decision maker. +</I>>>><i> +</I>You are partly right, but you miss an important point. It is probably +true, in families in liberal western societies, that the mother decides +most of the purchases, including what specific item is purchased. And +it may well be that the mother decides whether or not to buy a +computer. However, at least here in Canada (where women do indeed make +most of the purchasing decisions), women have a strong tendancy to defer +to a male opinion in deciding what computer to purchase, or operating +system or software to use. This even occurs in professional settings, +in contexts where a woman obviously has the greatest understanding of +the company's needs. I've seen this numerous times in consulting, where +I had to encourage their input in order to lead to a rational decision +for the company, which was prepared to follow the opinion of someone who +obviously did not understand the situation. +However, I do agree that the mother will have an important influence in +the type of software selected, even if she allows the man to make the +final decision. +Note that in my mind, using this frame of mind as the primary criteria +in selecting the logo is misleading. +What is needed is a logo that is distinctive, and attractive. And not +out of place for the technology in question. These factors are +culturally dependant as well. +Note that most successful computer companies use blue/green colours. A +notable exception being Ubuntu - which like Microsoft, uses their +bottomless pockets to promote their distro. As well as having excellent +documentation. So they succeed despite their ugly brown colours. Which +may be considered attractive in certain markets, like South Africa. +>><i> I don't know about marketing, I've just been living here for decades +</I>>><i> and been helping in the computer field for more than 15 years. I hold +</I>>><i> computer courses entry level, I give advice with computer purchases in +</I>>><i> families, etc. All my practical experience tells me what I've written +</I>>><i> here. +</I>>><i> +</I>><i> OK then let me put it another way, you have taught IT for 15 years. Probably +</I>><i> in the same geographic area. It's a pretty good guess that you have probably +</I>><i> no more than three degrees of separation to maybe 90% of the people you +</I>><i> interact with. 90+% of the people that you interact with speak the same +</I>><i> native tongue as you, so already your view of the world is extremely limited. +</I>><i> +</I>><i> So lets talk hypothetically: If you have taught for 15 years and you had an +</I>><i> average class size of say 20. 5 periods a day that's a hundred faces a day +</I>><i> and you saw these people once a week and assuming a 40 week school year. +</I>><i> That's 20,000 a year.... hang on not enough, OK you change completely 4 times +</I>><i> a year, so that's 80.000 a year... wow that's a lot, over 15 years that's +</I>><i> 1.2million people you could have hypothetically interacted with each for about +</I>><i> ten hours total. However in marketing terms on a global scale that is a +</I>><i> pinprick sample. Marketers get information for instance, just from rewards +</I>><i> programmes that do that sort of sample in many countries in any one hour of +</I>><i> any one day across many demographics, ages, income streams, locations and so +</I>><i> on and what this tells us is that apart from some minor local differences, +</I>><i> people in western democratic, first world countries behave in a very similar +</I>><i> fashion. +</I>Obviously you don't understand how surveys work. It makes me wonder if +you have ever done one. (btw, I have.) +Surveys depend on a very limited sample, and extrapolate that to presume +a global result. Like election polls, they can be -- and often are -- +dead wrong. +The experiences of wobo -- and similar experiences myself -- are just as +valid. +I'm not trying to say that you do not have good insights -- but rather +that in is too easy to get carried away, and other's input is important. +><i> +</I>>><i> +</I>>>><i> Every place is unique, but not as unique as we'd all like to believe, one +</I>>>><i> thing that marketing tells you. A good example is Micky Ds, the same +</I>>>><i> everywhere, with slight local variations. +</I>>>><i> +</I>>><i> Nonsense (to use the same language as you do). You can't apply some +</I>>><i> junkfood chain success story to computers and software. +</I>>><i> +</I>><i> LOL, in fact you can, at the end of the day it is a consumer item. It is a +</I>><i> luxury good that only a small proportion of the worlds population can afford. +</I>><i> In capitalist consumer model societies the market has little variation apart +</I>><i> from local fashion. So for instance, like McDs, Ipods and Iphones are sold +</I>><i> the same way world wide and that is matched with other global brands. +</I>><i> +</I>You can -- but ignoring the difference between the contexts introduces +bias -- which can lead to totally wrong conclusions. +e.g., if you are marketing automotive tools, you would probably focus on +men you like to work on cars. If you included women who didn't, you +could end up with colours preferred by women as an important factor. +Obviously ridiculous if you carefully consider the context. +btw, a computer and computer software is not necessarily a luxery item. +If it is used for educational purposes, managing the budget, and +communication, it is no more a luxury item than a car. +Also note that, depending on the type of computer, today most of the +world's population CAN afford a computer. (In the sense of one per family.) +><i> +</I>>><i> As I said, I disagree with your points not because I am another +</I>>><i> marketing guy but because of experience. +</I>>><i> +</I>>><i> wobo +</I>>><i> +</I>><i> As I pointed out above your experience is in fact limited, that's not a bad +</I>><i> thing, it means you can target those variations that the global brands ignore +</I>><i> in a local market. However our need is to be a global brand and so we target +</I>><i> demographics that we know exist every where. So for instance: Parents +</I>><i> everywhere, no matter what country or society, want the best for their Kids... +</I>><i> simple really. +</I>What isn't simple is how one accommodates this desire. Which will +differ by culture and personal experiences. There is no +one-size-fits-all, without an enormous advertising budget. +One thing that is certain to me, the logo is not the answer. A logo +that says "young family" will alienate other types of users, who are +necessarily much more numerous. +These other users include, potentially, most of the current Mandriva users. +However easy selection of packages to accommodate the various niche +markets can indeed lead to an expanding user base. +And assuredly, you play an important role in identifying these various +niche markets. + +- André (andre999) +><i> +</I>><i> +</I>><i> Cheers +</I>><i> GL +</I>><i> +</I> +</PRE> + + +<!--endarticle--> + <HR> + <P><UL> + <!--threads--> + + <LI>Next message: <A HREF="000688.html">[Mageia-dev] Identifying Target Markets +</A></li> + <LI> <B>Messages sorted by:</B> + <a href="date.html#687">[ date ]</a> + <a href="thread.html#687">[ thread ]</a> + <a href="subject.html#687">[ subject ]</a> + <a href="author.html#687">[ author ]</a> + </LI> + </UL> + +<hr> +<a href="https://www.mageia.org/mailman/listinfo/mageia-dev">More information about the Mageia-dev +mailing list</a><br> +</body></html> |