Question 1 The philosophy of marketing—or wisdom of marketing—that is personal to me is based on my sense of what marketing is meant to do: the objective is to connect with the consumer and make a product or service appeal to that consumer so that he or she wishes to consume it.

The biggest element of marketing philosophy for me is Imagination. Imagination is the most vital tool in marketing because this is what allows the marketer to connect with the consumer—in the consumer’s own imagination, where a little seed of desire can be planted (very much like in the film Inception by Nolan (2010), where ideas are seeded into a person’s mind while they sleep). The marketer also has to be able to make the ideas that are marketed stand out so that they can penetrate more deeply into the consumer’s consciousness—and that requires the art of differentiating, of enabling your product to stand out from everyone else’s. As Trout and Rivkin (2006) say, you must “differentiate or die” (p. 2)—and that is the idea upon which I base my marketing philosophy: standing out, being creative, connecting with the consumer in a deep and meaning way so that they do not forget you. Make them laugh, make them cry, make them think, make them feel something that stays with them so that they find themselves thinking about you long after you’ve gone. That is what marketing is all about.

Imagination and Differentiation are what guide my thinking and actions in terms of how I approach marketing. Know what others are doing and be bold enough to stand apart so that the consumer notices you, sees you, appreciates you, and even thanks you for connecting with them in a way that is new, different, refreshing, and that actually feels like it positively impacts their life. They won’t forget you for it. Imagination is the vital tool that allows marketers to “use the other tools effectively” (Schewe & Hiam, 1998, p. 32). The other tools are of course the 4 P’s of marketing (or the 7 P’s). In any case, if you can’t imaginatively approach those P’s, they’ll be like blunted instruments hitting the consumer over the head and from which the consumer will only seek to escape as fast as he can. So my philosophy is this: be imaginative, be different, and be meaningful.

References

Nolan, C. (2010). Inception. LA: Warner Bros.

Schewe, C., Hiam, A. (1998). The portable MBA in marketing. NY: John Wiley & Sons.

Trout, J., Rivkin, S. (2006). Differentiate or die. In The marketing Gurus (ed. Murray). NY: Penguin.

Question 2

The attendant has gone out of his way to differentiate himself from the normal run-of-the-mill attendants, which is in line with my core marketing philosophy of always striving to be different. He has made the room cleaner and taken care of the restroom so that it is clean. He has also provided a glass of bubbly at no extra cost but at a clear cost to himself (however, not great—but still a cost nonetheless). He has asked for nothing, has ensured that the coffee is fresh and hot in the morning, and has been civil, prompt and courteous for the whole of the time. He has influenced not only through virtue but also by the fact that he is no ordinary attendant. Additionally, when it comes time to depart he has signaled that would gladly accept a tip—though he has said nothing. He has entered into the room, asked if you needed help with your luggage and shown in his other hand that he is indeed a collector of cash: this is a signal to your brain that you should give him some as a gesture of kindness in repayment for his earlier courtesy to you. The likely result is that you will tip him and tip him well—probably at least a few Euro.

He is clearly using the lever of reciprocation. He shows a kindness to you, asks for nothing, but lets it be known through signaling (the cash in his hand at the end) that you might like to tip him for the generosity he has shown you. The other lever is that of simple liking: being likeable has its rewards, and for a man in his situation it means that you are more likely to be rewarded monetarily—especially when you have a fistful of bills in your hand that indicates you are not opposed to the idea.

As Cialdini (2006) says in Influence, the sleuth of influence...

The attendant is clearly a sleuth. The sleuth is, after all, stealthier than the bungler and more ethical than the smuggler: he appears, in fact, to actually deserve the reward that he is seeking.
It is simple to arrive at this conclusion: the principles of liking and of reciprocation are applied by the sleuth of an attendant who knows just when to signal for a tip—when you too are about to depart. He also does not stop until he gets what he wants: he first brandishes the bills, then offers his hand palm up for his reward; you give a handshake so he digs into his pocket and retrieves two mints. The ball is now back in your court: if you are at all a decent human being you will reward the poor man for his troubles. He is not asking anything but is relying on your compassion as a human being for a kind, elderly attendant. He is a master persuader and is a sleuth of influence because he is not acting unethically (good service really is scarce on these trains and he is clearly differentiating himself in an authentic manner), he has not bungled away any opportunity to go above and beyond the deeds of the usual attendant, and he has not acted unethically. You will tip him no doubt. He has influenced you like a sleuth.