Posted in Marketing & Strategy Articles, Total Reads: 2557
, Published on 26 March 2013
Enlightening, pivotal, momentous – an MBA journey is memorable in multiple ways. Amongst the myriad specialisations present in the B-School universe today, marketing discipline has not only weathered the torrent of recession, globalisation and liberalisation, but has metamorphosed itself into a revered and indispensable function. Even management guru, Peter F. Drucker has noted that “Business has only two functions – marketing and innovation”.
But the path to achieve the marketing nirvana is rife with ambiguity and is surrounded by a web of jargon. The poem below is an attempt to capture the joy and challenge of traversing the labyrinthine world of marketing.
A fateful day on my evening stroll
When that thinker did the talking
The unanswered thought that started to roll
"What after all is your ultimate goal?”
Catalysing the career evolution
I joined the MBA revolution
In the rock-n-roll of perfect targeting
Embracing the profound universe of Marketing
Until an insider blew the gaffe
"Bring on that smile and get ready to faff"
Life cycle, positioning and all things grand
Struggling eternally to define a brand
Psychographic segments made me fluster
And then I got introduced to a cluster
Marketing survey aggravated my despair
By bringing in its pal - the questionnaire
Profs empathised and assured solace
"Hang on. Everything will fall into place."
But I was being set for a bigger trap
To display my finesse through a perceptual map
Determined I'd come too far to fail
I took a cue from The Long Tail
Deploying the ultimate learning in B-School
Administering on my team the 80:20 rule
Setting the learning wheels in motion
I took a swim in The Blue Ocean
Followed by some zest and zing
Experiencing portfolio of offerings
Alas, came the exposition
Assessment of my value proposition
I said, "It a case exam, we'll kill it"
But all it required was exhibit
Reading the questions I wondered "how”?
All I could remember was The Purple Cow
Sweating, panicking, praying a release
I brought to my rescue the good old 4Ps
So the effort was not in total vain
A clever deployment of The Right Brain
Now confident, convincing, smarter and witty
I've grown manifolds my Brand Equity
Invoking the deep metaphor of connection
I view these concepts with affection
With the skill to interpret endless abstraction
I am now the king of customer satisfaction
This poem has been authored by Inderpreet Bedi from S P Jain School of Global Management.
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