Global Marketing Tuesday

Today’s

Vocabulary

(1) Innovative: New and useful or just good

Steve Jobs had many innovative ideas that helped Apple become strong again in the 2000s.

(2) Hashtag: #, a symbol used on Twitter to track ideas

#mlb is used in posts about Major League Baseball. You can use it to see what everyone on Twitter says about MLB.

(3) Brilliant: Very smart. Excellent thinking.

He’s a brilliant chemist. He works at Pfizer and creates new drugs that treat malaria.. His brilliant idea made him a millionaire by the time he was 30 years old.

Today’s

Questions

1. Which is NOT a stated benefit of GE’s products?

a. They improve medical treatment.

b. The software is easy to use.

c. They help hospitals work faster.

2. What is an example “push” marketing?

a. A salesperson calling a hospital to sell a machine.

b. The government requiring a hospital make a purchase.

c. A patient seeing an ad and then asking the hospital about the product.

3. What is an example of “pull” marketing?

a. A salesperson calling a hospital to sell a machine.

b. The government requiring a hospital make a purchase.

c. A patient seeing an ad and then asking the hospital about the product.

7________________________

GLOBAL MARKETING TUESDAY

________________________

By Jeremy Schaar

In today’s lesson we’ll look at GE’s advertisement.

Here’s a transcript of the video:

I’ve found software that intrigues me. It appears it’s an agent of good. GE has wired their medical hardware with innovative software to be in many places at the same time. Using data to connect patients to software to nurses to the right people and machines. Helping hospitals treat people even better while dramatically reducing waiting time. Now a waiting room is just a room. BRILLIANT MACHINES ARE TRANSFORMING THE WAY WE WORK. GE Works #brilliantmachines Red or blue?

In this video by GE, we see Agent Smith from the Matrix movies. He’s promoting GE’s machines and software. Did you understand the benefits he describes?

It’s interesting to think about the target audience of this ad. On the one hand, GE seems to want to promote the brand to the hospitals. Clearly the hospitals are the customers. Patients don’t buy medical equipment. Hospitals buy medical equipment.

On the other hand, this ad isn’t just for hospitals. It’s meant for the general public. Why? Well, two reasons. First, they have lots of products, so it’s good if everyone think their products are great. But mainly they want to sell their expensive hospital equipment. With B2B marketing, if the general public likes your products, then they’ll ask hospitals to buy GE products.

This shows the difference between push and pull marketing. The buyer is in the middle. Salespeople try to pull sales. But if the general public wants a product, that pushes the company to buy it. Push marketing is from seller to buyer. Pull marketing is more interesting. It realizes that GE sells to hospitals and hospitals sell to the public. If the public likes GE, that will help GE get the hospital to buy its products.

Grammar Tip: To show a line of connections, Smith uses the “…to…to…to…” structure.

Style Tip: To show that something is simpler, Smith says “now a waiting room is just a room.” Another example would be: “Now a cheap phone is just a phone.”

How about practicing some new vocabulary and posting your thoughts on the blog, Facebook, or Twitter? What’s another example of pull marketing?

CHECK YOUR ANSWERS!

Answers To Today’s Questions

B, A, C

——————————————

You Can Do It All Yourself But You Dont Have To

Leave a Reply