Global Marketing Tuesday–Negative Comments

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Today’s

Vocabulary

(1) Reassured: Feeling that you don’t need to worry.

I was worried about the new products, but the first quarter sales reassured me.

(2) Fake: Not real, not genuine.

I bought a fake designer bag, but it looks real.

(3) Devoted Customer: A customer who really likes the company, someone with loyalty.

Our devoted customers are very important. They’re only 10% of our total customers, but they make 80% of the purchases.

Today’s

Questions

1. What is the usual purpose of a company website?

a. To display products and present the company message

b. To sell products and build a user base

c. To sell to customers who don’t like visiting stores

2. Why might there be positive fake comments?

a. A customer is unhappy with the brand

b. A company illegally comments on their site

c. A friend of the company wants to promote sales

3. Why might there be negative fake comments?

a. A customer is unhappy with the brand

b. A company illegally comments on their site

c. A friend of the company wants to promote sales

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GLOBAL MARKETING TUESDAY

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Online-sale By Jeremy Schaar

This week, you’ll learn about people who visit a company’s product page and write negative comments that aren’t true. You’ll also learn some useful vocabulary for talking about online marketing that you’ll be able to use in presentations and discussions with your colleagues.

Today is the first lesson that deals with online marketing, but I think it’s a really interesting topic, so you can look forward to lots of future lessons about online marketing.

So, these days almost every company has a website. The most common use of a website is just to display the company’s products and message. For example, Ikea’s website shows all their products and talks about Ikea’s values.

Companies also display their products on other websites. Online shopping malls like Amazon are huge these days. If you sell something, Amazon (or another online shopping mall) can be a great way to sell your product.

One of the main features of displaying products online is comments. People who know about the products can put a comment below the product and say what they think. Assuming that the comments are good, companies and customers both like the comment feature. Companies like it because it helps sales. Customers like it because they feel reassured that the product is OK.

However, sometimes we need to be careful because the comments are fake. There are two types of fake comments: positive and negative. It’s easy to understand positive fake comments. Someone from the company or a friend writes it because they want to increase sales. But how about the negative fake comments? Why would someone write a bad comment if it’s not true?

In a New York Times article, we learn why. Eric Anderson of Northwestern University and Duncan Simester of the M.I.T. Sloan School of Management did a study and what they learned is surprising. It’s not an evil competitor, instead these are “devoted customers” who did not buy the product.

What?! Why would a devoted customer who didn’t buy the product write a negative review? The answer is that they’re unhappy with the brand. Maybe the brand changed some design element. Maybe they started importing when they used to make everything in the home country. Whatever it is, they’re unhappy with the brand and so they write negative reviews for products that they didn’t buy.

Very interesting, right? I wonder what it means for your business. How do you control your brand image? What do you do if your customers are unhappy? If you have any thoughts, please leave them in the comments.

Got questions or comments? How about practicing some new vocabulary and posting your thoughts on the blog, Facebook, or Twitter?

CHECK YOUR ANSWERS!

Answers To Today’s Questions

A, C, A

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You Can Do It All Yourself But You Dont Have To

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