For 30 years I have developed, worked with, and employed a practical concept of marketing in my consultancy. I did not know that others were on the same track, until I came across Spent by Geoffrey Miller a couple of years ago, and The Consuming Instinct by Gad Saad more recently. Apparently, the same idea has dawned to us simultaneously in different parts of the World unknown to each other. The Americans developed the idea in academic environments, whereas I did it in the practice of my consultancy, writing books about it, lecturing and teaching. Consequently, it was rather recently, when I realized that this marketing theory of the future would be called evolutionary marketing. The difference between our parallel efforts is that the professors have had better resources to verify their ideas and theories, whereas I have been more inclined to develop a system of practical models for people active in business. Read it and discover the useful and practical models you can use in everyday marketing.
When deciding on a flexible or fixed price for electricity or bank loan interests you are often in a difficult situation of choice. Which one is to be preferred? Putting this situation in relation to the principle of the transaction equation, I realized this. The flexible, demand dependent, price is the price of a commodity. The fixed price may rather be seen as that of a branded product, as the offer contains a component of reliability – no surprises here. On the buyer’s side this would be regarded with trust and comfort. By the addition of this positive aspect to the product, the supplier would be able to ask a higher price over time. This potential for a metavalue clearly indicates a branded product. I will appreciate your comments – does the difference in the offers mean the fundamental difference between non-branded and branded products? Do visit my General Theory of Marketing for a comprehensive discussion.
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