1. What (if any) concept, methods, approaches or ideas so you think are common between the set of readings for this week? What is not common The common concept of the following article is expressing the complexity of the market has become. The market is getting more and more competitive and also consumers are becoming more freckle and also smarter, plus the number of marketing theories are overloading. Therefore the traditional style of marketing has no more holding good effects. Therefore the new method of achieving marketing strategy has become more important.
As Hill. M.E & McGinnis. J (2007) expressed that due to the complexity of the market has become it is important to educate marketing students not with the pure knowledge, concept, tables and theories but how a marketing students think. It’s same concept of a story of ‘Fisher and his son’, fisher did not give the fishes he caught but taught his son how to fish so that when he is no longer available to fish his son will be able fish. The theoretical market strategies are too common in the industry. Infact, the requirement of the current market is a marketer who can think above the theories, with the curiosity which brings questions which will lead to answer/ solution to the current market situation. As Dennis & Macaulay (2003) have supported the following concept by comparing the traditional marketers as reader (orchestra musician) and the new marketers as jazzer (musician performs improvisation). As the market requires marketers who can think, jazzer was improvised as the marker in need since they are able to play the music (marketing strategies) improvising with collaboration, flexibility and also creativity. As Reader (traditional marketer) faces such problem although they are deep in musical knowledge however they are used to play in the form which has been set, and led by conductor, reflecting that traditional marketer are having high knowledge in marketing but they are not educated and...
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