Marketer-ul

Ce inseamna a fi un "marketer". Preluare din Philip Kotler " Marketing Inside A to Z" :

A Hong Kong shoe manufacturer wondered whether a market
existed for his shoes on a remote South Pacific island. He sent
an order taker to the island who, upon a cursory examination,
wired back: “The people here do not wear shoes. There is no
market.” Not convinced, the Hong Kong manufacturer sent a
salesperson to the island. This salesperson wired back: “The
people here don’t wear shoes. There is a tremendous market.”
Afraid that this salesrep was being carried away by the sight
of so many shoeless feet, the manufacturer sent a third person,
a marketer. This marketing professional interviewed the
tribal chief and several natives and wired back:
“The people here don’t wear shoes. As a result their feet are
sore and bruised. I have shown the chief how shoes would
help his people avoid foot problems. He is enthusiastic. He estimates
the 70 percent of his people will buy the shoes at $10 a
pair. We probably can sell 5,000 pairs of shoes in the first year.
Our cost of bringing the shoes to the island and setting up distribution
would amount to $6 a pair. We will clear $20,000 in the
first year, which, given our investment, will give us a rate of return
on our investment (ROI) of 20 percent, which exceeds our
normal ROI of 15 percent. This is not to mention the high value
of our future earnings by entering this market. I recommend
that we go ahead.”