When things begin to change, they’re in a state of transition. That is, things begin to change, but they’re not yet in a steady state. Products and services change and move through several state changes. Some good marketing managers understand this, and that makes them more effective.
A good marketing manager understands what a product or service is and what it needs to do to stay in a current state. He also understands that good marketing managers often make their products look like they are moving through a state change when in actuality they are in a state of transition. To prevent this from happening, a good marketing manager will understand that their product or services should be in a state of transition, but not just any transition.
Good marketing managers know that when you are in a state of transition, not only do you need to be prepared for changes, but you also need to have plans in place so that you can adapt to the changes. Good marketing managers do this by figuring out ways to take advantage of the transition, but they also know that sometimes things don’t go as planned and that they need to step up to the plate.
But let’s be real, marketing managers arent really the ones who control everything. They arent even in control of their own marketing efforts. Marketing managers are in the business of selling services and products to their customers. As such, they do what we do in marketing in that they make decisions about what services and products to provide to their customers. They do this to both attract and retain customers, making sure that their customers are happy.
Product life cycles are the same way. So if the product lives a few years on the shelf and then dies, well now its time to make a decision about replacement. So, how do you make that decision? You buy the product and then you look at its history, you read customer reviews, you do your research, and you think about what you like and don’t like about the product.
That sounds a lot like the “what did i buy last?” syndrome. We need to find a way to help consumers better evaluate these products they’ve purchased, and to help them make decisions about which ones they want to keep and which ones to give a new look. I think we’re at that level of self-awareness.
Our recent study of more than a billion products on Amazon and eBay found that the most popular products, the ones that people love, have the most history. We also found that people tend to buy more brands that have had more history on average. This suggests that brands that are more popular now may be popular in the future. In addition, we found that customers tend to buy more when they feel like they’ve earned a product’s right to exist in the first place.
This is perhaps the best example of our study. It shows how easy it is to buy a company’s product in a way that feels like they have earned it. For example, this company had a great sales pitch: they have amazing products that are durable, high quality, and easy to use. I didn’t buy into this pitch, but they have been making great products for years, so I figured I could try them out.
After a week of trying these products, I realized that they didnt have any, and that I should probably go for something else. The sales pitch about durability and quality was a bit lame, but the products came with a guarantee that I would be using them for a certain time. I didnt want a guaranteed product; I wanted something that would expire after a certain time without breaking.
A guarantee is nice, but the product is the issue. Good marketing people know that a product thats great for less than a year can be replaced with a product that lasts for 5 years. So if I want something that lasts forever, I will buy something that lasts forever.