Computer Intel Inside: The Evolution of Marketing Concept

In the previous topic, I’ve mention about some competing concept which conducts marketing activities. The big difference about marketing in the past and nowadays is the person who control in marketing purchase decision.

In the past the businessman, the manufacturer is holding the position to offer the good products to the customer. When computer is sold for retail market, who knows about the processor inside it? We, as the customer only know the function of the computer, without the knowledge in the hardware specification. After computer is booming, we as the user try to find computer courses without consider the quality of the courses, the important thing first is I can USE the computer!.

So… it means the hardware manufacturer (with limited competitors) offer a good product with the good functions to the hi-tech company (in the past maybe IBM is leading in this business), the IBM offered the chain of electronic distributor to sell the computer to the customer. And the customers only have one choice to spend their computer technology.

But of course business, technology, manufacturer also evolved, there are no stagnant condition in product developing, product innovation, and product competing. Business and innovation is full of follower, full of conflict, and full of research. The customers are also become more clever, and sometimes even the customer itself is become the competitors to make the improvement for the products. This condition automatically makes some changes in strategy, and of course one of them is marketing strategy.

Let’s use the computer processor again as example. Nowadays, who doesn’t know with Intel, AMD, D-Link, Seagate, Asus, Acer, Dell. Why suddenly such brands come to our eyes so we can make some good choice for our own computer? Because all of the computer’s hardware manufacture can’t just rely on the good products anymore to make a huge demand. They have to interest and make selling presentation the sole distributors and retailers to see the specification inside, the capability, the function, the design, and of course the price, so they can sell or use the product. And the manufacturer (or the distributors) also have to communicate the product to the end users (the retail customer), why? Because the decision of the purchase is now in customers hands. And welcome the new marketing concept which controlling by the customers.

There is small interesting think that I want to tell about Intel Processor in their effort to communicate the product to the end users in the first time. They approach the computer’s brand manufactures to make a small notification in their PC products. So it was begun with the Intel Inside slogan outside the entire branded PC in this world. That was a really smart action, because it’s educate end users to know what’s the brand of the processors, and it attract some computer’s addict who want to build their own PC to purchase Intel as the processor inside. And you know how many independent computer’s PC builder non branded in this world using Intel ??? Hugeeeeee !!!!

So… maybe I can make conclusion that what’s the simple think in made the customer in the first line likes Intel has done is the right think.

And if you are a producer, better think as customer. And if you are customer, welcome to your kingdom, friends.

These are also the interesting some company cases to ponder the marketing concept :

Xerox
Product definition : We make copying equipment
Market definition : We help improve office activities

Columbia Pictures
Product definition : We make movies
Market definition : We market entertainment

Carrier
Product definition : We make air conditioners
Market definition : We provide climate controls in the home