What is Melaleuca Marketing?
What doe the term MARKETING mean for the Melaleuca marketer? Hundreds of business owners ask this question everyday. Most people think that marketing is selling, advertising or public relations. Only a small minority of top marketers understand that marketing also includes needs assessment, marketing research, product development, pricing and distribution. Most people mistakenly identify marketing with selling and promotion only.
It’s No wonder! We are all bombarded with television commercials, newspaper ads, direct mail, Radio, email and sales calls. Someone somewhere is always trying to sell us something. It may be cliché and it seems that we cannot escape death, taxes or getting sold something.
Therefore many beginning and seasoned business owners are surprised to learn that the most important part of marketing is not selling. Selling is only the part of the marketing iceberg that is visible publicly. Selling is only one of several critical marketing functions and often not the most important one. If a marketer does a good job of identifying potential customer needs, developing or representing appropriate products, adjusting pricing, determining efficient distributing, and promoting them effectively, any product or service will sell very easily.
Everyone knows about “hot” products and services to which consumers flock too. When Microsoft designed its Xbox, when Chevrolet designed its first corvette, and when Larry Page and Sergey Brin first introduced Google, these innovators were swamped with orders because they had designed the “right” product. Not me-too products, but distinct ones offering new benefits.
Mike Dillard, one of Network Marketing’s leading attraction theorists, put it this way: the answer lies in basic human psychology, so that’s where we need to start.
This is not to say that selling and promotion are unimportant, but rather that they are part of a more comprehensive “marketing mix”. Selling is part of a set of marketing tools that must be organized for maximum impact on the marketplace and individual consumers.
Here is my definition of marketing: Marketing any human activity directed at satisfying needs, wants and desires through a transaction process. Needs are products and services that are required such as food, water and shelter. Wants are needs that have been affected by our environment like a specific brand, color or model. Desires are needs for a product or service that are in limited supply. Unfortunately we desire what is difficult or possessed by an elite few.
In future articles I will drive deeper into these definitions and will explain the following terms: Needs, wants, demands, products, exchange, transactions and there importance to the complete Melaleuca marketing process.
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Can Your Melaleuca Business Fill Basic Needs?
The most fundamental concept underlying Melaleuca marketing is that of human needs, which we define as follows: A human need is a state of felt deprivation in a person. Human needs are plentiful and complex. They include basic physicological needs for food, clothings, warmth, and safety; social needs for belonging, influence, and affection; and individdual needs for knowledge and self-expression. These needs are not created by an external force, but are part of human life.
When a need is not satisfied, the person is unhappy. An unhappy person will do one of two things – look for an object that will satisfy the need, or try to eliminate the desire. People in industrial societies try to reduce their desires to what is available.
Maslow is famous for what is called the hierarchy of needs. Maslow was a ground-breaking psychologist, in that he was the first to concentrate on the humanistic approach to understanding and describing human behavior. Maslow held the belief that humans were inherently good, that”humans tend toward love and growth.
Maslow posited that people want and are forever striving to meet various goals. Maslow later refined his model to include a level between esteem needs and self-actualization: the need for knowledge and aesthetics. Maslow later theorized that this level does not stop, it goes on to self-transcendence, which carries us to the spiritual level. Maslow’s self-transcendence level recognizes the human need for ethics, creativity, compassion and spirituality.
Maslow’s hierarchy of needs can be applied to any organization. Needs are a big component for small-business growth and competitiveness. People looking to start a business for extra income are not looking for a product. They are looking to solve a need. Generally a need for more monthly income.
Melaleuca is, in their own words, “The Wellness Company”. They focus on creating products that help people get healthy and stay that way. The products they offer include vitamins and supplements, household cleaning products, personal hygiene products and first aid essentials. Again, no one is looking for the latest vitamin, cleaning product or hygiene product. they are looking for a healthier life, an easier way to clean their house and body.
A Melaleuca business owner could potentially have a very large customer base if the products are presented with the needs a client may need to have filled. The products are diverse and can appeal to a variety of needs. Whether you have people who are interested in improving their health though nutritional supplements or parents who want to make sure that the products in their home are safe, Melaleuca can meet those needs.
The size of a Melaleuca business and the velocity with which it will grow are dependent on the effectiveness of the marketing communicating solutions to perceived needs. When client needs are satisfied, then can the needs for self-actualization be activated and a possible distributor may result.
MELALEUCA REVIEW.
Get a Detailed and Unbiased Review of the Melaleuca BUSINESS and Melaleuca INCOME Opportunity.
Will your Melaleuca Business be Successful
Human wants are the form human needs take as shaped by culture and individual personality. A hungry person in India wants mangoes, suckling pig, and beans. A hungry person in the United States wants a hamburger, French Fries, and a coke. Wants are described in terms of culturally defined objects that will satisfy the need in this case hunger.
Beginning business owners start out trying to satisfy there own desire for increased income, elevated status or social acceptance. Seasoned business owners focus on the wants of their clients. All successful business describe success in terms of the number of people that find value in there products or service.
As a society evolves, the wants of its members expand. They are exposed to more objects that pique their curiosity, interest, and desire. Producers take specific actions to build desire for their products. They try to form a connection between what they produce and people’s needs. They promote their product as a satisfier of one or more particular needs. The marketer does not create the need; it exists.
Melaleuca MLM distribution model is a great way to introduce and promote products in the marketplace. The most effective distributors focus on marketing the benefits of the products. Most people fail or make small incomes as they never grasp that they should be focusing on the client as apposed to making money or growing a down line.
The sellers of Melaleuca products often confuse wants and needs. For example, a manufacturer of drill bits may think that the customer needs a drill, but what the customer really needs is a hole. In this sense, there are no products; there are only services performed by produces. To expand a little more, people do not buy Melaleuca products for the brand name they buy these products for the value they perceive.
Some Melaleuca distributors suffer from “marketing myopia.” They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a physical product is only a tool to solve a consumer problem. Identifying potential client’s wants is critical to marketing success. Once the future clients want is determined all marketing from that point is focused around satisfying that want.
Beginning distributors are vulnerable to successor products, competing businesses or the next big thing. If a new product comes along that serves the need better or cheaper, the distributor will have the same need but a new want. This is the phenomenon that causes distributor turn over as well as customer turn over. This cycle is referred to as churn.
Successful marketing touches everyone’s life. It is the means by which a standard of living is developed and delivered to people. By focusing all business functions and efforts around this basic marketing concept and developing processes to satisfy client wants, a Melaleuca marketing business can and will be successful.
Will Demands Drive Your Business
Network Marketing has been traditionally advertised by word of mouth, newspapers, mail, telephone, television and other intermediary media. Today it is essentially dominated by the Internet. Why the shift? People now demand information at a much quicker pace. The aforementioned media are too slow, cumbersome and or expensive.
People have almost unlimited wants but limited resources. They choose products that produce the most satisfaction for their money. Their wants become demands when backed by purchasing power.
It is easy to list the demands in a given society at a given point in time. In a given year, 230 million Americans might purchase 67 billion eggs, 2 billion chickens, 5 million hair dryers, 133 billion domestic air travel passenger miles, and over 20 million lectures by college English professors. These and other consumer goods and services lead in turn to a demand for more than 150 million tons of steel, 4 billion tons of cotton, and many other industrial goods. These are a few of the demands that get expressed ion a $7 trillion dollar economy. Trying to develop a business model to break into these markets would be very difficult.
Melaleuca Marketing is a form of business that most people have the ability, skills and resources to participate in. The barrier to entry is very low. Melaleuca marketing is a business where the common person can advertisers their choice of products or services. The use of Internet marketing compliments this as online marketing is fast, cheap, easy to measure success and quickly adjustable.
A Melaleuca business owner can quickly plan next week’s marketing by using this week’s mix of demand and interest. On a larger scale, General Motors and other centrally planned businesses plan production on this basis only in greater time scales. A large business has its strength in being large in size. Unfortunately this is their weakness. They are far too slow to change direction, product mix or marketing contracts quickly due to there immense size.
Demands and interest, however, are also not that reliable for both big and small businesses. People get tired of some things they are currently consuming. For example gas guzzling SUV’s. Consumers seek variety for its own sake. Another automotive example is today’s demand for smaller, greener vehicles. Consumers make new buying decisions in coming months in response to rapidly changing prices and decreasing household incomes.
Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. Thus a Toyota represents basic transportation, low purchase price, and fuel economy; a Cadillac represents comfort, luxury, and status. People choose the product whose combined attributes deliver the most satisfaction, given their wants and resources.
To be a successful Melaleuca marketer today, online marketing allows the business owner to pre-market products, process sales electronically, and measure after-sales throughout the entire process in the business. All of this done at a much quick pace than a larger established business. This is the advantage of modern marketing. The leveraging of Internet technology, viral features to maximize and meet customer demand, Melaleuca business owner can open up new markets quickly and retreat from markets where demand is falling off.
What is Your Product?
Melaleuca customer’s needs, wants and demands suggest the existence of products which are desired. I define a desirable product as follows: A desirable product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
For example, let’s suppose a person feels a desire to be more attractive. We will call all the available products that are capable of satisfying this need, the product choice group. These products may include perfume, new clothes, hair styling services, a suntan, weight loss, a new car and many others. These products are not all equally desirable. The more accessible and less expensive products, such as weight loss, tanning appointment or a new haircut, are likely to be purchased first.
We can represent a specific product and a specific human want on paper graphically, as two unique circles. The circles represent the product’s want-satisfying ability by the percentage that each circle covers the other. If the circles do not touch, that product has no want-satisfying ability. If the circles touch or overlap a little, for example 10% coverage, that product has partial want-satisfying ability. If the circles overlap completely or nearly-completely that product would be called an ideal product.
Marketers are interested in the concept of an ideal product because the closer a product matches the consumer’s desire, the more successful the sales will be. Suppose a chocolate manufacturer asks a customer how much creaminess and sweetness he or she likes in the chocolate. And suppose the consumer’s response is represented graphically by conditions that would indicate an ideal product. Now the consumer is asked to taste three competitive brands of chocolate and record each products level of creaminess and sweetness.
We would predict that the consumer would prefer the product whose want-satisfaction overlapped nearly completely as it comes closer than other brands to combining the ideal levels of the two attributes the consumer wants, in this case; creaminess and sweetness. If another chocolate manufacturer offered a chocolate closer to the consumer’s ideal than the original brand, the new brand should out sell the original, providing awareness, price, availability, and other conditions are similar. The lesson is that manufacturers or distributors should determine the consumer group they want to sell to and should provide a product that comes as close as possible to satisfying this group’s wants.
Now, how does the manufacturer or distributor determine what is idea for a given market? Large companies have the ability of outsource data collection to companies that specialize in consumer preferences. Smaller companies may invite a focus group to the manufacturing facility and conduct in-house testing. Small or start up business can provide inexpensive surveys using services found on the Internet.
The concept of product is not limited to physical objects. Anything capable of satisfying a need can be called a product. In addition to goods and services, this includes persons, places, organizations, activities, and ideas. A consumer ultimately decides which television shows to watch, vacation destinations and activities, groups to donate to, and education to garner. From the consumer’s point of view, these are alternative products. If the term product seems unnatural at times, we can substitute the term satisfier, resource, or offer. All of these terms describe something of value to someone.
For the successful Melaleuca business owner, identifying a primary market is key. Furthermore, once a primary market is established, alternative market needs to be targeted for continuous growth and expansion. These concepts are universal for any product or service and will ultimately determine the success and profitability of the Melaleuca marketer’s efforts.
Stop Struggling in Melaleuca
Melaleuca is too hard. Find Out Why.
Melaleuca Review – Marketing and Exchange
Marketing occurs when people decide to satisfy needs and wants through exchange. Exchange is the act of obtaining a desired object from someone by offering something in return.
Exchange is one of four ways in which individuals can obtain a desired object. For example, hungry people can obtain food in the following ways. They can find their own food by hunting, fishing, or fruit gathering (self-production). They can steal or seize food from someone else (coercion). They can beg for food (begging). Finally, they can offer some resource such as money, another good, or a service for the food (exchange).
Of these four ways of satisfying needs, exchange has much in its favor. People do not have to prey on others or depend on donations. Nor do they have to have the skills needed to produce every necessity for themselves. They can concentrate on producing the things they make best and trade them for items produced by others. A society whose members produce what they are good at producing ends up with much more total output under any other alternative.
Specialization in production, however, does not always lead to a society that uses exchange as the major principle for distributing goods. Some societies work on the principle of reciprocity. Each producer supplies goods or services to others who need them and in turn goes to others for whatever is needed. The modern family works on this principle, with each member freely providing services to the other members without formal exchange arrangements. Other societies use the principle of redistribution. Producers turn over part or all of their output to a leader or a central depot. The output is then redistributed to persons according to needs, status, or power.
But in most societies, producers sell their goods to others in exchange for money. Exchange is the core concept of the discipline of marketing. For a voluntary exchange to take place, five conditions must be satisfied:
1.) There are at least two parties.
2.) Each party has something that may be of value to the other party.
3.) Each party is capable of communication and delivery.
4.) Each party is free to accept or reject the other party’s offer.
5.) Each party believes it is appropriate or desirable to deal with the other party.
These five conditions set up a potential for exchange. Whether exchange actually takes place depends upon the parties’ coming to an agreement on the terms. If they agree, we conclude that the act of exchange leaves all of them better off (or at least not worse off) because each was free to reject or accept the offer. In this sense, exchange is a value-creating process. Just as production creates value, so exchange creates value by enlarging the consumption possibilities facing an individual.
Exchange is a sophisticated human activity without a counterpart in the animal kingdom. Ant colonies and gorilla societies show some decision of labor, but little evidence of formal exchange.
Adam Smith observed that “nobody ever saw a dog make a fair and deliberate exchange of one bone for another with another dog. Nobody ever saw one animal by its gestures and natural cries signify to another, this is money that is yours; I am willing to give this for that.” But man, according to Adam Smith, has a natural “propensity to barter, truck, and exchange one thing for another.” Anthropologists have cast doubt over whether exchange is a natural human propensity or a learned disposition, but exchange seems in any case to be a uniquely human activity.
Melaleuca Review:
Exchange is the Core of a Melaleuca Business
If exchange is the core concept of the discipline of marketing, what is the discipline’s unit of measurement? The answer is a transaction. A transaction consists of a trade of values between two parties. We must be able to say A gives X to B and gets Y in return. Jones gives $400 to Smith and obtains a television set. This is a classic monetary transaction, although transactions do not require money as one of the traded values.
A barter transaction would consist of Jones giving a refrigerator to Smith in return for a television set. A barter transaction can also consist of the trading of services instead of goods, as when lawyer Jones writes a will for physician Smith in return for a medical examination.
A transaction involves at least two things of value, conditions that are agreed to, a time of agreement, and a place of agreement. Usually a legal system arises to support and enforce compliance by the transactors. Transactions can easily give rise to support conflicts based on misinterpretation or malice. Without a law of contracts, people would approach transactions with some distrust, and everyone would lose.
Businesses keep track of their transactions and analyze them carefully. For example, sales analysis involves evaluating a company’s sales transactions by product, customer, territory, and other specific variables.
A transaction differs from a transfer. In a transfer, A gives X to B but receives nothing explicit in return. Transfers include gifts, subsides, and altruistic acts. It would seem that marketers should confine their study to transactions rather than transfers. However, transfer behavior can also be understood through the concept of exchange.
The transferrer gives a gift in the expectation of some benefit, such as a good feeling, relief from a sense of guilt, or the wish to put the other party under an obligation. professional fundraisers are acutely aware of the “reciprocal” motives underlying donor behavior and try to provide the benefits sought by the donors. If they neglect the donors or show no gratitude, they will soon lose the donors’ support. As a result, marketers have recently broadened the concept of marketing to include the study of transfer behavior as well as transaction behavior.
In the broad sense, the marketer is seeking to bring about a response to some offer, and the response is not buying or trading in a narrow sense. A political candidate wants a response called votes, a church wants a response called joining, a social action group wants a response called adopting the idea.
Marketing consists of actions undertaken to elicit a desired response from a targeted audience toward some object. Marketing goods and services on a global scale can happen in an “engineered” way, but often it is as a result of good and meticulous planning. Transactions get executed quickly and for maximum value, regardless of location or market conditions.
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Melaleuca Is Too Hard. Find Out Why
What is Melaleuca Marketing?
What doe the term MARKETING mean for the Melaleuca marketer? Hundreds of business owners ask this question everyday. Most people think that marketing is selling, advertising or public relations. Only a small minority of top marketers understand that marketing also includes needs assessment, marketing research, product development, pricing and distribution. Most people mistakenly identify marketing with selling and promotion only.
It’s No wonder! We are all bombarded with television commercials, newspaper ads, direct mail, Radio, email and sales calls. Someone somewhere is always trying to sell us something. It may be cliché and it seems that we cannot escape death, taxes or getting sold something.
Therefore many beginning and seasoned business owners are surprised to learn that the most important part of marketing is not selling. Selling is only the part of the marketing iceberg that is visible publicly. Selling is only one of several critical marketing functions and often not the most important one. If a marketer does a good job of identifying potential customer needs, developing or representing appropriate products, adjusting pricing, determining efficient distributing, and promoting them effectively, any product or service will sell very easily.
Everyone knows about “hot” products and services to which consumers flock too. When Microsoft designed its Xbox, when Chevrolet designed its first corvette, and when Larry Page and Sergey Brin first introduced Google, these innovators were swamped with orders because they had designed the “right” product. Not me-too products, but distinct ones offering new benefits.
Mike Dillard, one of Network Marketing’s leading attraction theorists, put it this way: the answer lies in basic human psychology, so that’s where we need to start.
This is not to say that selling and promotion are unimportant, but rather that they are part of a more comprehensive “marketing mix”. Selling is part of a set of marketing tools that must be organized for maximum impact on the marketplace and individual consumers.
Here is my definition of marketing: Marketing any human activity directed at satisfying needs, wants and desires through a transaction process. Needs are products and services that are required such as food, water and shelter. Wants are needs that have been affected by our environment like a specific brand, color or model. Desires are needs for a product or service that are in limited supply. Unfortunately we desire what is difficult or possessed by an elite few.
In future articles I will drive deeper into these definitions and will explain the following terms: Needs, wants, demands, products, exchange, transactions and there importance to the complete Melaleuca marketing process.
Struggling in Melaleuca??
Melaleuca Is Too Hard. Find Out Why
Melaleuca Review:
Can Your Melaleuca Business Fill Basic Needs?
The most fundamental concept underlying Melaleuca marketing is that of human needs, which we define as follows: A human need is a state of felt deprivation in a person. Human needs are plentiful and complex. They include basic physicological needs for food, clothings, warmth, and safety; social needs for belonging, influence, and affection; and individdual needs for knowledge and self-expression. These needs are not created by an external force, but are part of human life.
When a need is not satisfied, the person is unhappy. An unhappy person will do one of two things – look for an object that will satisfy the need, or try to eliminate the desire. People in industrial societies try to reduce their desires to what is available.
Maslow is famous for what is called the hierarchy of needs. Maslow was a ground-breaking psychologist, in that he was the first to concentrate on the humanistic approach to understanding and describing human behavior. Maslow held the belief that humans were inherently good, that”humans tend toward love and growth.
Maslow posited that people want and are forever striving to meet various goals. Maslow later refined his model to include a level between esteem needs and self-actualization: the need for knowledge and aesthetics. Maslow later theorized that this level does not stop, it goes on to self-transcendence, which carries us to the spiritual level. Maslow’s self-transcendence level recognizes the human need for ethics, creativity, compassion and spirituality.
Maslow’s hierarchy of needs can be applied to any organization. Needs are a big component for small-business growth and competitiveness. People looking to start a business for extra income are not looking for a product. They are looking to solve a need. Generally a need for more monthly income.
Melaleuca is, in their own words, “The Wellness Company”. They focus on creating products that help people get healthy and stay that way. The products they offer include vitamins and supplements, household cleaning products, personal hygiene products and first aid essentials. Again, no one is looking for the latest vitamin, cleaning product or hygiene product. they are looking for a healthier life, an easier way to clean their house and body.
A Melaleuca business owner could potentially have a very large customer base if the products are presented with the needs a client may need to have filled. The products are diverse and can appeal to a variety of needs. Whether you have people who are interested in improving their health though nutritional supplements or parents who want to make sure that the products in their home are safe, Melaleuca can meet those needs.
The size of a Melaleuca business and the velocity with which it will grow are dependent on the effectiveness of the marketing communicating solutions to perceived needs. When client needs are satisfied, then can the needs for self-actualization be activated and a possible distributor may result.
MELALEUCA REVIEW. Get a Detailed and Unbiased Review of the Melaleuca BUSINESS and Melaleuca INCOME Opportunity.
Melaleuca Review:
Will your Melaleuca Business be Successful
Human wants are the form human needs take as shaped by culture and individual personality. A hungry person in India wants mangoes, suckling pig, and beans. A hungry person in the United States wants a hamburger, French Fries, and a coke. Wants are described in terms of culturally defined objects that will satisfy the need in this case hunger.
Beginning business owners start out trying to satisfy there own desire for increased income, elevated status or social acceptance. Seasoned business owners focus on the wants of their clients. All successful business describe success in terms of the number of people that find value in there products or service.
As a society evolves, the wants of its members expand. They are exposed to more objects that pique their curiosity, interest, and desire. Producers take specific actions to build desire for their products. They try to form a connection between what they produce and people’s needs. They promote their product as a satisfier of one or more particular needs. The marketer does not create the need; it exists.
Melaleuca MLM distribution model is a great way to introduce and promote products in the marketplace. The most effective distributors focus on marketing the benefits of the products. Most people fail or make small incomes as they never grasp that they should be focusing on the client as apposed to making money or growing a down line.
The sellers of Melaleuca products often confuse wants and needs. For example, a manufacturer of drill bits may think that the customer needs a drill, but what the customer really needs is a hole. In this sense, there are no products; there are only services performed by produces. To expand a little more, people do not buy Melaleuca products for the brand name they buy these products for the value they perceive.
Some Melaleuca distributors suffer from “marketing myopia.” They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a physical product is only a tool to solve a consumer problem. Identifying potential client’s wants is critical to marketing success. Once the future clients want is determined all marketing from that point is focused around satisfying that want.
Beginning distributors are vulnerable to successor products, competing businesses or the next big thing. If a new product comes along that serves the need better or cheaper, the distributor will have the same need but a new want. This is the phenomenon that causes distributor turn over as well as customer turn over. This cycle is referred to as churn.
Successful marketing touches everyone’s life. It is the means by which a standard of living is developed and delivered to people. By focusing all business functions and efforts around this basic marketing concept and developing processes to satisfy client wants, a Melaleuca marketing business can and will be successful.
Melaleuca Review:
Will Demands Drive Your Business
Network Marketing has been traditionally advertised by word of mouth, newspapers, mail, telephone, television and other intermediary media. Today it is essentially dominated by the Internet. Why the shift? People now demand information at a much quicker pace. The aforementioned media are too slow, cumbersome and or expensive.
People have almost unlimited wants but limited resources. They choose products that produce the most satisfaction for their money. Their wants become demands when backed by purchasing power.
It is easy to list the demands in a given society at a given point in time. In a given year, 230 million Americans might purchase 67 billion eggs, 2 billion chickens, 5 million hair dryers, 133 billion domestic air travel passenger miles, and over 20 million lectures by college English professors. These and other consumer goods and services lead in turn to a demand for more than 150 million tons of steel, 4 billion tons of cotton, and many other industrial goods. These are a few of the demands that get expressed ion a $7 trillion dollar economy. Trying to develop a business model to break into these markets would be very difficult.
Melaleuca Marketing is a form of business that most people have the ability, skills and resources to participate in. The barrier to entry is very low. Melaleuca marketing is a business where the common person can advertisers their choice of products or services. The use of Internet marketing compliments this as online marketing is fast, cheap, easy to measure success and quickly adjustable.
A Melaleuca business owner can quickly plan next week’s marketing by using this week’s mix of demand and interest. On a larger scale, General Motors and other centrally planned businesses plan production on this basis only in greater time scales. A large business has its strength in being large in size. Unfortunately this is their weakness. They are far too slow to change direction, product mix or marketing contracts quickly due to there immense size.
Demands and interest, however, are also not that reliable for both big and small businesses. People get tired of some things they are currently consuming. For example gas guzzling SUV’s. Consumers seek variety for its own sake. Another automotive example is today’s demand for smaller, greener vehicles. Consumers make new buying decisions in coming months in response to rapidly changing prices and decreasing household incomes.
Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. Thus a Toyota represents basic transportation, low purchase price, and fuel economy; a Cadillac represents comfort, luxury, and status. People choose the product whose combined attributes deliver the most satisfaction, given their wants and resources.
To be a successful Melaleuca marketer today, online marketing allows the business owner to pre-market products, process sales electronically, and measure after-sales throughout the entire process in the business. All of this done at a much quick pace than a larger established business. This is the advantage of modern marketing. The leveraging of Internet technology, viral features to maximize and meet customer demand, Melaleuca business owner can open up new markets quickly and retreat from markets where demand is falling off.
Melalueca Review:
What is Your Product?
Melaleuca customer’s needs, wants and demands suggest the existence of products which are desired. I define a desirable product as follows: A desirable product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
For example, let’s suppose a person feels a desire to be more attractive. We will call all the available products that are capable of satisfying this need, the product choice group. These products may include perfume, new clothes, hair styling services, a suntan, weight loss, a new car and many others. These products are not all equally desirable. The more accessible and less expensive products, such as weight loss, tanning appointment or a new haircut, are likely to be purchased first.
We can represent a specific product and a specific human want on paper graphically, as two unique circles. The circles represent the product’s want-satisfying ability by the percentage that each circle covers the other. If the circles do not touch, that product has no want-satisfying ability. If the circles touch or overlap a little, for example 10% coverage, that product has partial want-satisfying ability. If the circles overlap completely or nearly-completely that product would be called an ideal product.
Marketers are interested in the concept of an ideal product because the closer a product matches the consumer’s desire, the more successful the sales will be. Suppose a chocolate manufacturer asks a customer how much creaminess and sweetness he or she likes in the chocolate. And suppose the consumer’s response is represented graphically by conditions that would indicate an ideal product. Now the consumer is asked to taste three competitive brands of chocolate and record each products level of creaminess and sweetness.
We would predict that the consumer would prefer the product whose want-satisfaction overlapped nearly completely as it comes closer than other brands to combining the ideal levels of the two attributes the consumer wants, in this case; creaminess and sweetness. If another chocolate manufacturer offered a chocolate closer to the consumer’s ideal than the original brand, the new brand should out sell the original, providing awareness, price, availability, and other conditions are similar. The lesson is that manufacturers or distributors should determine the consumer group they want to sell to and should provide a product that comes as close as possible to satisfying this group’s wants.
Now, how does the manufacturer or distributor determine what is idea for a given market? Large companies have the ability of outsource data collection to companies that specialize in consumer preferences. Smaller companies may invite a focus group to the manufacturing facility and conduct in-house testing. Small or start up business can provide inexpensive surveys using services found on the Internet.
The concept of product is not limited to physical objects. Anything capable of satisfying a need can be called a product. In addition to goods and services, this includes persons, places, organizations, activities, and ideas. A consumer ultimately decides which television shows to watch, vacation destinations and activities, groups to donate to, and education to garner. From the consumer’s point of view, these are alternative products. If the term product seems unnatural at times, we can substitute the term satisfier, resource, or offer. All of these terms describe something of value to someone.
For the successful Melaleuca business owner, identifying a primary market is key. Furthermore, once a primary market is established, alternative market needs to be targeted for continuous growth and expansion. These concepts are universal for any product or service and will ultimately determine the success and profitability of the Melaleuca marketer’s efforts.
Melaleuca Review:
Marketing and Exchange
Marketing occurs when people decide to satisfy needs and wants through exchange. Exchange is the act of obtaining a desired object from someone by offering something in return.
Exchange is one of four ways in which individuals can obtain a desired object. For example, hungry people can obtain food in the following ways. They can find their own food by hunting, fishing, or fruit gathering (self-production). They can steal or seize food from someone else (coercion). They can beg for food (begging). Finally, they can offer some resource such as money, another good, or a service for the food (exchange).
Of these four ways of satisfying needs, exchange has much in its favor. People do not have to prey on others or depend on donations. Nor do they have to have the skills needed to produce every necessity for themselves. They can concentrate on producing the things they make best and trade them for items produced by others. A society whose members produce what they are good at producing ends up with much more total output under any other alternative.
Specialization in production, however, does not always lead to a society that uses exchange as the major principle for distributing goods. Some societies work on the principle of reciprocity. Each producer supplies goods or services to others who need them and in turn goes to others for whatever is needed. The modern family works on this principle, with each member freely providing services to the other members without formal exchange arrangements. Other societies use the principle of redistribution. Producers turn over part or all of their output to a leader or a central depot. The output is then redistributed to persons according to needs, status, or power.
But in most societies, producers sell their goods to others in exchange for money. Exchange is the core concept of the discipline of marketing. For a voluntary exchange to take place, five conditions must be satisfied:
1.) There are at least two parties.
2.) Each party has something that may be of value to the other party.
3.) Each party is capable of communication and delivery.
4.) Each party is free to accept or reject the other party’s offer.
5.) Each party believes it is appropriate or desirable to deal with the other party.
These five conditions set up a potential for exchange. Whether exchange actually takes place depends upon the parties’ coming to an agreement on the terms. If they agree, we conclude that the act of exchange leaves all of them better off (or at least not worse off) because each was free to reject or accept the offer. In this sense, exchange is a value-creating process. Just as production creates value, so exchange creates value by enlarging the consumption possibilities facing an individual.
Exchange is a sophisticated human activity without a counterpart in the animal kingdom. Ant colonies and gorilla societies show some decision of labor, but little evidence of formal exchange.
Adam Smith observed that “nobody ever saw a dog make a fair and deliberate exchange of one bone for another with another dog. Nobody ever saw one animal by its gestures and natural cries signify to another, this is money that is yours; I am willing to give this for that.” But man, according to Adam Smith, has a natural “propensity to barter, truck, and exchange one thing for another.” Anthropologists have cast doubt over whether exchange is a natural human propensity or a learned disposition, but exchange seems in any case to be a uniquely human activity.
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Exchange is the Core of a Melaleuca Business
If exchange is the core concept of the discipline of marketing, what is the discipline’s unit of measurement? The answer is a transaction. A transaction consists of a trade of values between two parties. We must be able to say A gives X to B and gets Y in return. Jones gives $400 to Smith and obtains a television set. This is a classic monetary transaction, although transactions do not require money as one of the traded values.
A barter transaction would consist of Jones giving a refrigerator to Smith in return for a television set. A barter transaction can also consist of the trading of services instead of goods, as when lawyer Jones writes a will for physician Smith in return for a medical examination.
A transaction involves at least two things of value, conditions that are agreed to, a time of agreement, and a place of agreement. Usually a legal system arises to support and enforce compliance by the transactors. Transactions can easily give rise to support conflicts based on misinterpretation or malice. Without a law of contracts, people would approach transactions with some distrust, and everyone would lose.
Businesses keep track of their transactions and analyze them carefully. For example, sales analysis involves evaluating a company’s sales transactions by product, customer, territory, and other specific variables.
A transaction differs from a transfer. In a transfer, A gives X to B but receives nothing explicit in return. Transfers include gifts, subsides, and altruistic acts. It would seem that marketers should confine their study to transactions rather than transfers. However, transfer behavior can also be understood through the concept of exchange.
The transferrer gives a gift in the expectation of some benefit, such as a good feeling, relief from a sense of guilt, or the wish to put the other party under an obligation. professional fundraisers are acutely aware of the “reciprocal” motives underlying donor behavior and try to provide the benefits sought by the donors. If they neglect the donors or show no gratitude, they will soon lose the donors’ support. As a result, marketers have recently broadened the concept of marketing to include the study of transfer behavior as well as transaction behavior.
In the broad sense, the marketer is seeking to bring about a response to some offer, and the response is not buying or trading in a narrow sense. A political candidate wants a response called votes, a church wants a response called joining, a social action group wants a response called adopting the idea.
Marketing consists of actions undertaken to elicit a desired response from a targeted audience toward some object. Marketing goods and services on a global scale can happen in an “engineered” way, but often it is as a result of good and meticulous planning. Transactions get executed quickly and for maximum value, regardless of location or market conditions.
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Marketing is More than Selling
It is more than advertising. Marketing includes both selling and advertising, but it also involves developing products that people want, pricing those products, and distributing them to potential customers. Marketing is not always viewed with favor by persons who do not understand it. Nor is it always well represented by those who would misuse it. But few would argue that when properly done, it is a powerful tool of business.
The activities of marketing are all around us. Goods flow from forests, farms, and factories to marketing units. We are all familiar with outlets such as grocery or department stores that sell goods to customers. Behind these retail outlets are the wholesalers, agents, brokers, warehouses, advertisers, and transporters. Goods are continually on the move to meet people’s needs and wants. Marketing is an important and integral part of our economic system.
The term marketing is defined as the process of planning and executing the development, pricing, promotion and distribution of an organization’s goods or services. When marketing is successful, it helps satisfy the needs of both the organization doing the marketing and the individuals to which the market is targeted.
The selling of goods and services – an important aspect of marketing – requires, of course, a market. What do people in the marketing profession mean when they use this term? Basically they are referring to all individuals, businesses, and organizations with particular need that may be willing and able to satisfy the need through purchase or other forms of exchange.
Marketing has changed over the years. In the early days of the US business, marketing was product-oriented. The idea was to produce as many goods as possible, because companies could usually sell whatever they produced. This orientation toward production had begun to change, however, by the end of the 1800’s.
By this time, many businesses had become very large and were mass-producing their products, causing excess supply of some goods. As a consequence, some firms turned to increased advertising, more personal selling, and broader distribution of their goods and services. The focus of marketing shifted from the product to the various aspects of selling. Marketing was now sales oriented.
After World War II, business in the United Sates prospered and marketing began changing again. Managers saw the need to work with their customers, and another approach, which came to be known as the Marketing Concept, emerged. The marketing concept, which remains largely unchanged today, has three components. Customer orientation, Profit orientation, Integration of marketing activities.
In this series of articles on Marketing, we describe and illustrate the process of marketing to help you understand such things as the marketing concept, functions of marketing, and the role of the consumer in marketing.
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