Marketers, are you global or analytic?

Me with fellow Philippine Marketing Association officers and Prof. Henry S. Tenedero (in yellow).

Prof. Henry S. Tenedero is one of the funniest men I know. Aside from being an educator and advocate of multiple intelligence, he is also good at making people laugh. There was never a dull moment when he lectured about Marketing with the Heart in Mind as the main topic of the seminar that the Philippine Marketing Association-Cavite Chapter hosted with the theme Exhilarate! The Extraordinary Marketing Experience, held yesterday at the Lyceum of the Philippines-Cavite Campus.

Prof. Henry's wacky pose with me and my co-employees who attended the seminar.

Before he began teaching the participants on how to create an extraordinary marketing experience, he asked first if we think we are genius--which he followed with the question if we are global or analytic  Being global means seeing the whole before the parts while being analytic is the opposite or seeing the parts before the whole.

Global learners...
See the big picture
Interconnection
Has broad overall approach
Begin with the end in mind

Analytic learners...
See the specifics
Detail
Step by step approach
Start with the beginning

What is the connection of this in marketing?

Just like in the learning process, we cannot say that one marketing approach will be applicable to all. It is also important to note that women are usually global learners than men and that women usually make purchase decisions. Have you noticed that most advertisements appeal to the emotions? Companies are now involving themselves in social issues to the point of doing CSR activities as PR moves. The reason behind this is that consumers are more likely to buy products from companies that care. With this, consumers believe that a part of the money that they will spend will be put into something that will benefit the society.

On your next marketing plan, do not forget the people you are marketing your product... they have emotions, they have biases and you can never please them all. Think of something that will transform the skeptics to fanatics.