Marketing Assignment What Women Want “What women want’ is a classic comedy produced by Paramount Pictures and Icon Production starring Mel Gibson and Helen Hunt. The movie is also a wealth of marketing aspects. Value for customer, clients and partners and society at large was determinant factor to successes and failures throughout the movie. Marketing the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is imminent in every aspect.
Mel Gibson (Nick Marshall) in the movie is a marketing consultant who focused on increasing sales and market penetration basing his strategies on male stereotype: an aggressive way to boost sales in the 1980s and 1990s. I noticed in the movie several accounts of sexy women in very light clothing, the strategy he (Nick) intended for the lips stick. He also mentioned using a muscle car to market another product. Male stereotype is a thing of the past when men used to be the decision makers of the society since women in the past did not work outside of their home and did not possess any purchasing power. Nick Marshall was living in denial.
He treated women as objects and did not see the real women real potential until he was gifted the power of listening. Even though the term environment scanning was not used in the movie, I could not help but notice the fact that Nick Marshal was scanning women entourage for multi level needs to satisfy. They were no goods exchanged or lucrative services rendered, but there was an exchange of ideas where a better listening led Nick Marshall to be a better marketer. He built better relationships with his co-workers and family members. Morality and Business Ethics were what Nick Marshall lacked until Dorsey McGuire lost her job.
He then realized how self centered and selfish he was. Nick Marshall was at a preconventional morality stage where Dorsey was a postconventional morality level. She represents the morality of the mature adult where she is less concerned about how others might see her and more concerned about others and their future. Critical thinking plays a huge role in McGuire’s life. Nick using his hidden powers was able to steal Dorsey’s ideas and claimed glory with the Nike account. Nike, a multinational firm that operates sales and productions in several countries, wanted to empower women with their new line of products.
This is an example of gender and age segmentation where the main focus was on young females. In the United States of America, women handle 75% of family finances and make or influence 80 percent of consumer purchases. In the movie it was mentioned that the fastest growing segment of consumer where women between the age of 15 and 24 which is the female generation Y the millennial generations. A big focus of the commercial Nick Marshall and Dorsey McGuire produced for Nike was on women acknowledgement. The need Recognition was the factor that turned the presentation to a successful sale and wowed the Nike executives.
Because a want is the way a consumer addresses a need with all created stimulus around them the key is how to make the stimuli relevant to a purchase decision. “The presentation is an acknowledgement of women and a representation of a marketing strategy. Market Orientation: the marketing concept is a simple and intuitively appealing philosophy that articulates a market orientation. It states that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives” is what makes the difference between Nick Marshall and
Dorsey McGuire. Nick a representation of old school Sales oriented strategist where Dorsey represents modern marketing ideology that a reputable like Nike would like to buy. This show how important marketing is to businesses for firms to spend millions of dollars to market their products. 40 million dollars was mentioned as a piece of pie more than one time in the movie. The lavish life Nick Marshall lived with his expensive habits in his luxurious apartment in downtown Chicago signals the type of income he must have to afford such life which confirms the fact that marketing offers outstanding career opportunities.
Even though the presentation was success Nick Marshall would not continue his lies since he was not the originator of the creative ideas, Dorsey was. He definitely needed her help to lay out a marketing plan and develop it. There was a scene in the movie were the director apologized to nick and offered him the manager position replacing Dorsey, Nick declined the offer and asked the director to offer Dorsey her position. This scene shows that a marketing idea is not complete without a successful plan.
A goal without a plan is just a vision that why marketing emphasizes the elaboration of a plan that includes a mission statement a SWOT analysis with objectives and controls, a strategy with target market with a product, a distribution, a price and a promotion and to end an evaluation control: It is a Complete Process Sources Lamb/ Hair / Mcdaniel MKTG4 2010-2011 edition Charles W. Lamb Texas Christian Univerity 2011 Cengage Learning. Library of Congress : 2009943807 South- Western 5191 Natorp Blvd Mason OH 45040