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Джо Понс: Консультанти з менеджменту люблять винаходити слова
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Innovations: From what time the most basic principles of marketing exist? How old are they?
Joe Pons: Let me talk about my grandmother because most of the marketing that I know, I know from my grandmother.
My grandmother had a shop. It was a fairy thing like the small shops in the small towns. And in the summers, because my parents did not want me to play the football all the day, what I loved to do, they arranged so that I have to work in the shop with my grandmother. I was 9, 10 and 11 years old, and for three summers I spent a few hours behind the counter. My grandmother put up a wooden box so that I could stand on the box and look more presentable to the ladies who came to the shop.
My grandmother had a system with about 20 cards. Each one of those card had the name of our biggest customers. And the cards had colors, and depending on the color, I knew if I could give credit to the customer or not. In other words, that was CRM – customers relationship management software before computers were invented. In the three summers I worked there, we did not loose one single customer. The customer loyalty was 100%. This is an example how old the marketing principles are. They are so old as people are buying and selling.
I: What is the contribution of Internet into the development of branding and marketing?
JP: In terms of branding the things are exactly the same. What Internet means for buying and selling things: it makes a difference to a certain extent.
Take a company like Dell. They decided their business model should have no the middleman. For them Internet is a necessity because it makes the sales chain shorter. But in some cases Internet means that the chain is longer than it was before Internet. You also have the business model when the chain is longer. And you can not generalize. When Internet came, many people including some very prestigious academics, told about the new economy. But the economy will be new when people stop exchanging money for goods and services. As long as they are doing this, the economy is as old as the world.
I: So, were these people right or not?
JP: We can some times exaggerate the things to make them to look very fashionable, and when something is important just because it is fashionable, you can blow it up, and then it explodes.
I: Have you some examples?
JP: Management consulting. Management consulters like to invent words and blow them up. A few years ago there was totally talk about Total Quality Management – TQM. If you did not know what TQM was, you were nobody. And then TQM disappeared as fast as it came because all of it was not fashionable anymore.
In consumer goods nowadays you have Category Management, and there are only a very few people who know what is this because people use that concept to mean different things. When something is used to mean different things it does not have meaning.
MBA is something which is very fashionable. It is still very fashionable, but nowadays an MBA does not mean anything.
I: But you are teaching at MBA!
JP: Right now an MBA means as much as a brand name of the school where you get the MBA. Nowadays, if you talk that you are doing an MBA, you have immediately say where you are getting it. Because you van get an MBA at evening classes for 2 months by the river, or you can get an MBA for 1,5 years full-time in a very prestigious institution. The name is still going to be the same, but the quality and the quantity of education.
If we use MBA as an excuse to mean many different things, than the acronym doesn’t mean anything anymore. If you want to clarify the educational value, you do not have a problem.
I: Are there any differences between Ukrainian MBA students and those from other countries?
JP: There are most similar than different features in the students of the MBA class all over the world. These are: young, ambitious, highly motivated, usually there are a few people with big eager, sometimes – not too realistic about all their weaknesses, but realistic about their strengths. Sometimes a little bit too muchJ. Motivated, very demanding, and sometimes more demanding with the others than with themselves. These are common features of managers all over the world.
To watch the video - click here
14.06.07
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